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Attract More Readers By Writing Posts They Already Crave

Attract More Readers By Writing Posts They Already Crave | No(n)sense | Scoop.it

Marcus Sheridan of River Pools and Spas was featured in the New York Times. Why?

 

He went from spending over $250,000 a month on advertising and over drawing from the bank to making $1.7 million in sales from the first post alone. 

 

Here's how you write posts your readers crave.


Via Karen Dietz
Hein Holthuizen's insight:

will it work for you?

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Hans Heesterbeek's curator insight, September 2, 2013 12:34 AM

Thank you Karin for your insight, otherwise I just thought it was another "best list" again. But if you used it, than it is "proven technolgy". 

Karen Dietz's comment, September 4, 2013 3:10 PM
Hi Hans! Yes, I have used these techniques and they have helped me a lot. Just goes to show that storytelling is not the answer to every problem -- sometimes we need other tools to help us also. Using the tips in the article has allowed me to evoke more pointed stories from those I interview, leading to understanding my customers even better. Yeah!
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The 3 Most Important Questions to Ask Yourself--Finding Your Story

The 3 Most Important Questions to Ask Yourself--Finding Your Story | No(n)sense | Scoop.it
This simple life-changing 7-minute exercise will help you see if you’re truly aiming for the right goals in your life or if you’re stuck in modern culture’s “Means Goals” trap.

Via Karen Dietz
Hein Holthuizen's insight:

See for your self whether it fits you. I liked it: beautiful insight and consistent story

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Hein Holthuizen's comment, June 30, 2013 4:49 AM
]]
Os Ishmael's curator insight, June 30, 2013 6:04 AM

Some excellent insights, a must read.

David Baker's comment, July 4, 2013 1:49 AM
For the start of the year with our PIE cohort.
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7 Ways to Write Damn Bad Copy & Stories

7 Ways to Write Damn Bad Copy & Stories | No(n)sense | Scoop.it
It's obvious that creativity is an essential part of being a remarkable writer. But when a results-oriented writer says "creative" and an image-oriented

Via Karen Dietz
Hein Holthuizen's insight:

Gives a good insight in what am I doing wrong

 

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Matt McGuire's curator insight, April 10, 2013 11:38 AM

With a headline like that, this article makes nervous reading for professional copywriters and marketeers everywhere...

 

Can you make it all the way to the end without wailing, 'Oh, drat - I'm guilty of that one!'

Karen Dietz's comment, April 11, 2013 11:06 AM
LOL Matt! I had the same experience :)
Mike Ellsworth's comment, April 11, 2013 11:18 AM
Yup, everyone slips into bad habits at some point . . .
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What does your brand stand for? [inforgraphic]

What does your brand stand for? [inforgraphic] | No(n)sense | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...

 

Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.

 

There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.

 

Thanks Jim for putting together this very helpful infographic.

 

And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz, Denyse Drummond-Dunn
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Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

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How To Tell A Story -- Story Wars 10 Simple Strategies

This is a Change This PDF that you can view here:

http://changethis.com/manifesto/98.01.StoryWars/pdf/98.01.StoryWars.pdf ;

 

I'm curating this because I like it and I don't like it -- and it is worth taking a look at the assumptions going on in this piece so we can get really smart.

 

This piece was put together by Jonathan Sachs, author of Winning The Story Wars. Sachs comes from the world of marketing and branding and this is reflected in his point of view.

 

Let's get what I don't like out of the way so I can chat about what I do like. Here is what puts my teeth on edge:


1. Sachs states that "we live in a world that has lost its connection to traditional myths and we are now trying to find new ones..." Welllllllll, if your slice of reality is the Hollywood, advertising, and branding world it is easy to get sucked into this notion. But we know from Jung, other psychologists, Folklorists, Anthroplogists, and neuroscience how this is not true. There is great irony in this "myth" that Sachs is perpetuating.


2. We are engaged in a war. Hmmmmm. Well, for millenium people have wanted to gain the attention of other people -- so nothing new there. Is this a war?  Could be. But if we are wanting to employ the power of storytelling to find solutions and create change as Sachs advocates, then war does not speak to the greater good but instead speaks to winners and losers where ongoing resentment is inherently built in. That sounds like the perpetuation of war -- same old same old. 

 

3. Sach's relationship to storytelling is still at the transactional level -- I'll tell you a story and you'll do what I want. While what he really wants it seems is storytelling at the transformational level. That requires a different mind-set and different story skills -- deep listening, engagement, story sharing, etc. And he completely ignores the relational level of storytelling.


4. Reliance on the Hero's Journey as the only story archetype to follow. Well, that's a narrow slice of reality and one geared towards youth. Yet other story archetypes are desperately needed: King/Queen, Trickster, Magician for example in order to affect change.

 

5. As a result, his 10 simple strategies stay at the transactional level with a few geared towards transformation (figure out what you stand for, declare your moral, reveal the moral). Now any great professional storyteller will tell you these that I've mentioned are essential for any compelling storytelling session. So they land in both worlds of transactional and transformational storytelling.


OK -- on to what I do like!


If you want to be heard, you'd better learn to tell better stories. The solutions to our significant problems these days depends on our ability to tell great stories and inspire people to think differently. Storytelling does not take long to learn, but it does take a lifetime to master, Know what a story is and is not Our abilitiy to disseminate stories is greater now than in the past -- because of technology. That is just a reminder to expend your use of different channels in sharing your stories that are now available to us.

 

Enough! Go read this piece yourself and decide what you think about it. It's a quick read.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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Meri Walker's comment, September 20, 2012 1:15 PM
Well, Karen! You made my day offering this terrific new Scoop. I'm enriched by the way you think, Karen. Especially about story... I guess we get really "bent" in a certain way by anthropological training and it's still pretty rare to find others who are looking through the kinds of filters you and I have installed in Mind. De-light-ful learning with and from you!
Jane Dunnewold's comment, April 8, 2013 4:42 PM
I'm behind the curve on this one, being new to scoop it - but as a teacher/artist I have to agree with your observation that delving into other archetypes would present rich opportunities to "language" storytelling in lots of environments. I use archetypes to get at the fears and struggles artists face in my workshops - and they aren't all about the hero's path! The Damsel in Distress is one that comes to mind...
Karen Dietz's comment, April 8, 2013 4:56 PM
I agree Jane. Archetypes can be so helpful in many ways. One of the ones I love for artists is the Trickster archetype, and the Magician. LOL on the 'damsel in distress'! Time to go put my 'big girl' panties on and deal with the next challenge :)
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How to Move Video Viewers To Action--Persuasive Videos & Sharing Your Stories!

How to Move Video Viewers To Action--Persuasive Videos & Sharing Your Stories! | No(n)sense | Scoop.it
Social media marketing podcast 31, in this episode James Wedmore shares how to create persuasive videos and how to get viewers to take action.

Via Karen Dietz
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Karen Dietz's curator insight, July 19, 2013 5:39 PM

This is both a podcast to listen to and an article about the material covered in the podcast -- just in case you don't have time to listen to the audio file.


That is one of the things I like most about Social Media Examiner -- for podcasts they always include the content in their posts for people like me who want to read.


I curate this article because it has some unique twists for creating videos that will help grow your business. Here's the basic formula that James Wedmore, author of The YouTube Marketing Book, uses to get traction. I've added where sharing your stories comes in:


  1. Attention Grabber
  2. Intro Bumper (the story of you)
  3. The Content (stories of your product/service and results people have experienced. NO boring lists of features/benefits please!!)
  4. Outro Bumper (a variation of the Intro Bumper)
  5. Outtakes (bloopers)


I love the notion of including Outtakes in the video! As James says, people like getting to know you personally (and that we all make mistakes) and what a fun way to do that.


The article goes into more specifics about each of the 5 pieces listed above. I've reminded you where stories fit in so keep those in mind when going through the post.


Enjoy and have fun putting together your next video based on these steps!


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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The Psychology of Language: Persuasive words for biz stories

The Psychology of Language: Persuasive words for biz stories | No(n)sense | Scoop.it
What's actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?

Via Karen Dietz
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Victoria Garcia, Serial Entrepreneur's curator insight, April 13, 2013 2:04 PM

Public speaking is persuading, after all. Vic

Victoria Garcia, Serial Entrepreneur's comment, April 13, 2013 2:09 PM
Wow! What an interesting post. I learned long ago as a probation officer in Texas, I could send someone to prison on the same set of facts depending on the language I used. This is one of the best articles I've ever read on the topic.
Karen Dietz's comment, April 16, 2013 12:38 PM
Thanks Vicki! I'm so glad you found it both powerful and helpful. Hope you are doing well :)
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The Emotional Cycle of Digital Interactivity

The Emotional Cycle of Digital Interactivity | No(n)sense | Scoop.it

"I’ve long maintained that phenomena like “social media” are behaviors, more so than channels or applications or types of media inventory, what have you. There are extrinsic factors at play like market movements, various forms of scarcity, supply and demand levers, etc. and there are intrinsic factors like human emotion that are rarely, if ever, discussed when it comes to making investments in these types of ventures."

 

My colleague and fellow curator Jan L. Gordon originally shared this post and I thought it would be great to include here also.

 

Why? Because effective storytelling is about conveying emotions. Yet when we share our biz stories, what emotions should we be focusing on? It is easy to default to hope. Or confidence. 

 

What I like about this chart and post is that it addresses the common emotions people experience as they interact and share online -- both positive and negative.

 

It seems logical to me that in knowing this information, we should be paying attention to whether the emotions we are conveying in our biz stories online are connecting with the emotional experiences of people. This chart can help us figure it out.

 

Now, I wouldn't want to be limited to slavishly sticking to this chart. But it is a good place to begin!

 

As the author, Gunther Sonnenfeld says, "I believe that any great technology venture (any great company, really) must provide doors to perception and discovery that look well beyond transactional or even relationship benefits to some degree." Yeah! Treating business storytelling as purely transactional or relational is only the first rung of effectiveness.

 

And don't forget to read the comments at the end of the post. They are chock full of great insights and discussion about online storytelling, branding, and emotion.

 

Thank you Jan for finding this gem! @janlgordon

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Ana Cristina Pratas, Jack Patterson, Dennis T OConnor, Gust MEES, Gianfranco D'Aversa, Louise Robinson-Lay, Rosário Durão, Fred Zimny, janlgordon, Karen Dietz
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ghbrett's comment, November 2, 2012 11:43 AM
Thanks Jumun Gimm for this pointer!
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How To Ask [for stories]--And Listen [to stories]--Like You Mean It

How To Ask [for stories]--And Listen [to stories]--Like You Mean It | No(n)sense | Scoop.it

Questions are the expressive, probing language for growing others; listening is the receptive, facilitating language for growing others. These two complementary approaches form a continuous growth conversation loop.

 

Leaders who are helping others to grow and innovate are always trying to craft the best questions to make a difference. Here's how to ask the questions that will propel your team and your organization forward.

 

Listening -- I mean listening really well -- is sometimes hard to do. Here's a great article by Kevin Cashman, author of The Pause Principle, reminding us that the more deeply and authentically we can listen to another, the deeper our questions go, and the deeper our understanding becomes.

 

Listening deeply is the first storytelling skill to build -- so you know which story to share or ask for. And then so you can dig more deeply into the story to understand what it really means.

 

For leaders, this is essential. For anyone wanting to master business storytelling, it is critical. Many marketing and branding folks have still not caught on to listening as being a vital component when using stories.

 

Sooooo -- here's a reminder that also contains some great insights, a list of what not to do, and a nice section on the power of authentic questions.

 

Now I'll go on a hunt and see if I can find an article for you just on the Art of the Question. For as they say in Appreciative Inquiry, the question is the intervention -- so knowing how to craft and ask the question is key.

 

In the meantime, enjoy this article.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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