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Stories - an experience for your audience -
- Everyone - every company, organization has a story. Tell it, we all can learn and benefit from your story but be authentic, real
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10 Great Tutorials to Create Interactive eBooks Using iBook Author--& to use with storytelling

10 Great Tutorials to Create Interactive eBooks Using iBook Author--& to use with storytelling | Stories - an experience for your audience - | Scoop.it

"Are you planning to give iBooks Author a place in your classroom? The video tutorials below will definitely give you a hand. As you know by now, iBooks Author is one of the formidable apps available in the iTunes store. It allow users to create interactive ebooks and share them with the rest of the world."


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Hans Heesterbeek's insight:

It looks great 

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Philippe Trebaul's curator insight, August 3, 2013 3:44 AM

From Karen Dietz


:)


Have a great WE!


@TREBAULPhilipp

Monika Górska's curator insight, August 4, 2013 5:57 PM

try it?

 

Tony Gough's curator insight, August 5, 2013 9:31 AM

Every teacher should be using this! And every student reading them!

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When crafting your story, don’t try to hook me. I’m not a fish.

When crafting your story, don’t try to hook me. I’m not a fish. | Stories - an experience for your audience - | Scoop.it
An article by Nick Usborne about how copywriters get it wrong with the sales hook approach to sales copy.

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Karen Dietz's comment, March 16, 2013 7:59 PM
My pleasure Nick! Happy St. Paddy's day :)
Suzanne Izzard's comment, March 17, 2013 8:51 AM
I love it when an article promotes people into dialogue, it shows the depth of feeling the article has prompted. For me authenticity is key in all communication and Nick thank you for writing and sharing this .
Karen Dietz's comment, March 17, 2013 2:49 PM
I agree Suzanne. The more 'real' we can be, the better a business does. And authenticity is so refreshing in this age of hype!
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How to Tell a Visual Story (Even You, B2B): A Marketer's Guide

How to Tell a Visual Story (Even You, B2B): A Marketer's Guide | Stories - an experience for your audience - | Scoop.it
Content - As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...

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Karen Dietz's curator insight, February 25, 2013 6:59 PM

This is quite a meaty article on ways B2B -- or any organization -- can capitalize on visual storytelling.


There are lots of ideas and examples here to get you started. And great advice, too. The SlideShare doc has good next steps to implement. And for the next 90 days, the entire presenation from the conference that generated this article is available free online.


The stats that are shared I've seen around a lot, and curated an article on the chart in this article when it first came out a few months ago. But the data is still valid!


I love the tip: show how your product lives in the world. Don't just show the product or service -- show it in action, with real live people.


There is a lot more here and tons of links to click through for more info. Have fun exploring and getting your visual storytelling together or upgraded.


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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Storytelling, Marketing and Modern Media – The Mindfire Chats Episode 2 | Small Biz Triage

Storytelling, Marketing and Modern Media – The Mindfire Chats Episode 2 | Small Biz Triage | Stories - an experience for your audience - | Scoop.it

Feast your brain on this excellent panel featuring Brian Clark, Doug Pray, and John Jacobsen.


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Karen Dietz's comment, February 11, 2013 9:14 PM
Hi Ana! So glad you liked the video. Yes, it is refreshing! And I feel like you do -- women do need to be mentioned as speakers and movers and shakers instead of just characters. In fact women in the field of story work need larger voices. Thanks for the comment!
Tommy Walker's comment, March 8, 2013 11:19 AM
Wow, thank you so much for sharing this! Ana, to your question about not having women speakers, we've only just started this show, and this was the second episode. We do plan on having women panelists for future episodes, and some very influential ones at that. There are some really big plans for this format for the future.
Karen Dietz's comment, March 8, 2013 12:37 PM
Good to know Tommy! Thanks for jumping in and giving us an update.
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Content Is Not King - Storytelling Is - Forbes

Content Is Not King - Storytelling Is - Forbes | Stories - an experience for your audience - | Scoop.it
Content marketing is all the rage for 2013. I think it might have been the rage in 2012, too. It is a buzzword, for sure, but it is essentially focused on how to tell a story. More so, it is about how to engage with your customer or prospect.

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Clayton Bye's curator insight, January 6, 2013 9:13 AM

Good selling has always involved story. It is what draws the prospective buyer in and helps them to see what problem(s) you are offering to solve.

Rick Grant's curator insight, January 6, 2013 8:17 PM

Well, yeah, content is what you pay to get into the game, but its the stories that make it work for you.

Karen Dietz's comment, January 7, 2013 4:54 PM
Thank you Rick, Clayton and Marty for your comments! It takes work to bring stories into online content and any kind of selling activity but the rewards are immense. And of course, we get better at it over time. Happy storytelling!
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7 Ways to Fascinate Your Readers and Build a Hugely Loyal Following

7 Ways to Fascinate Your Readers and Build a Hugely Loyal Following | Stories - an experience for your audience - | Scoop.it

Are you spellbinding?
Let’s be honest.
It’s a huuuuge challenge.
Probably the biggest challenge each blogger faces.


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Hélène Brevet's comment, December 10, 2012 10:03 AM
Very insightful. Thanks for sharing Karen!
Karen Dietz's comment, December 11, 2012 12:39 PM
My pleasure Helene and glad you liked it! Have an awesome week :)
Markose Abraham's curator insight, December 11, 2012 7:54 PM

Loyal following required

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Distill Your Message to as Few Words as Possible | Inc

Distill Your Message to as Few Words as Possible | Inc | Stories - an experience for your audience - | Scoop.it
Your customers are constantly being bombarded with new information. Simplicity has never been more powerful.

 

[Sage advice ~ Jeff]


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Karen Dietz's curator insight, November 28, 2012 6:00 PM

I love this piece! Thank you fellow curator Jeff Domansky @PR Coach for finding and sharing this. 


Why do I like it so much? Because even with biz stories we often get too wordy, complicated, and detailed.


So this article is a reminder to Keep It Simple Sweetie (KISS). Here's what the author, Jim Hoffman says at the end of the article: "There is an elegance in simplicity.  Simplicity does not mean removing features, benefits, or services from your product.  It means distilling what's most important about those features, and explaining them in the fewest words possible.  Go ahead, write yours down, and get busy crossing things out." 


That's the essence of great biz storytelling -- finding your key message / most pimportant point that is short, sweet and to the the point. Once you have your key message, extraneous details fall away and you are left with a crisp elegant story.


Read more about how to go for simplicity.


Link to the original article: http://www.inc.com/jeff-hoffman/distill-your-company-message-to-as-few-words-as-possible.html 


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

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Is Your Content Sourcing Conversations? How to use B2B biz stories...

Is Your Content Sourcing Conversations? How to use B2B biz stories... | Stories - an experience for your audience - | Scoop.it
If you’re only developing content with consumption in mind, you’re missing a huge opportunity to keep momentum going as prospective buyers move through the buying cycle.

 

I've said this before -- biz storytelling is about engagement, not simply broadcasting messages.

 

This is the first article I've found that actually tries to break down the different types of conversations you want your biz stories to spark or serve.

 

I disagree with the distinction between dialogue and conversation. I think a better distinction to make is between messaging and conversation. And stories are often shared within a conversation. Conversations are not necessarily storytelling. So that is my nit-pick for today.

 

I really wish the author, Stephanie Tilton, would have included examples for each type of conversation mentioned. She tries to explain the different conversations but I need examples this morning in order to get ideas for how to apply her advice. Or maybe I'm just too tired this morning!

 

So there are 2 lessons here -- 1) target your storytelling to the conversations you want to promote and help along; and 2) make sure when you write content you give examples so you don't make it so hard for your readers to apply your insights.

 

I also really like the point the author makes about shifting from talking to listening, and shifting to serial storytelling in your business.

 

OK -- I'm heading into the kitchen for some more coffee!

 

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


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How to Help Your Customers Help You by Sharing Their Stories

How to Help Your Customers Help You by Sharing Their Stories | Stories - an experience for your audience - | Scoop.it
In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.

 

Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!

 

Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.

 

My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.

 

It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true! 

 

Read the article for the author's process, great tips, and a free downloadable book. 

 

Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!

 

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


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Victoria Morgia Jamolod-Umbo's comment, September 28, 2012 6:59 AM
A very inspiring story. Hopefully, this will serve as an educational inspiration to many people....
Karen Dietz's comment, September 28, 2012 9:56 AM
I hope so too Victoria. So glad you liked the article. Have a happy day!
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Tell Me a Story -- 8 Tips for Powerful Narratives That Drive Social Impact

Tell Me a Story -- 8 Tips for Powerful Narratives That Drive Social Impact | Stories - an experience for your audience - | Scoop.it

Recently, everywhere I go, people ask me how to tell a more effective story. Advocates, colleagues, and clients observe that the organizations that achieve policy goals, get transformative grants, or seize the market’s interest are the ones that 1) have the resources to disseminate their story, and 2) just tell the better story. I would argue that the real winners are the organizations that actually manage to tell a story at all.

 

What a great article by Eric Friedenwald-Fishman for Stanford Social Innovation Review.

 

I like that he immediately identifies that many organizations, when they think they are telling a story, actually are not. So so true.

 

I also like that he mentions that organizations who do manage to tell a story well, also spend the resources needed to disseminate it. Too many businesses forget this essential piece.

 

The 8 tips he shares that create a powerful story that moves people to action are solid. What is unique is his tip The Power of the People -- where he advocates "Amplifying the voices of the people most affected by an issue increases the story’s authenticity and relevance. Including quotes, testimonials, eyewitness accounts, and personal narrative makes the story more interesting."  This point is often unrecognized in org story circles.

 

All in all, I like how Eric languages these tips -- many will be familiar to you, but hearing them in a new way always opens our minds to new insights or ideas.

 

In the end, the author asks how to put these tips to good use. He offers 4 questions to get us started that again, are different than what you typically read.

 

Enjoy this piece!

 

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


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Seven tips in digital storytelling from the New York Times and CNN

Seven tips in digital storytelling from the New York Times and CNN | Stories - an experience for your audience - | Scoop.it

"We are in a golden age of storytelling" was the message shared by the New York Times's assistant managing editor Jim Roberts early on in a session at the News World Summit today named 'Obituary: The death of the traditional news story".

 

This article is slanted toward journalists. But think about it -- if you are using content, or creating content in your business to drive sales, then in many ways you are being a journalist. Especially if you attend conferences or events and report on those later to your customers/community.

 

So these 7 tips are pretty interesting and I bet you can incorporate many of them as your develop and promote your content. Like, 'avoid the 900-word valueless story' and 'incorporate live feeds' into your content. Hmmm -- that's an intesting one to get your head wrapped around. But that could be a lot of fun to do, especially at conferences or events.

 

So check these tips out. They are not your typical 'digital storytelling tips' that are a dime-a-dozen on the web. And I hope you get some good ideas!

 

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


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Giuseppe Mauriello's comment, June 1, 2012 1:14 AM
Hi Karen,
thank you so much for appreciation about my suggestion.
Karen Dietz's comment, June 1, 2012 5:49 PM
You are the best Giuseppe! Thank you for thinking of me :)
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8 Tips for nonprofit [& for profit biz] storytelling

8 Tips for nonprofit [& for profit biz] storytelling | Stories - an experience for your audience - | Scoop.it
What’s your story? Finding and telling an organization’s most compelling stories is always my first step in the consulting process.

 

Here are 8 great storytelling tips for any nonprofit or for profit business. It's all about how to find your stories.

 

There are plenty of articles on how to tell a really engaging story that moves people to action. But where do you get those stories from?

 

Follow these tips and you will soon have a wealth of stories to choose from!  I particularly like tip #6 -- Listen. Yes! So often this is left out of the equation. We are so busy thinking about the questions to ask and how to respond that we forget that the magic in evoking stories is simply to listen delightedly -- not critically.

 

And then tip #8 -- don't polish your stories too much. Well, keep them authentic but do clean them up a bit. There is no excuse not to have a well-crafted story. Not everyone on video is a good storyteller. And turning a recorded story into a well-written story takes crafting. My advice? Craft an awesome story while keeping it authentic --you want the person telling the story to be shown in the best light possible!


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The Secret to Making Your Writing Stand Out Online

The Secret to Making Your Writing Stand Out Online | Stories - an experience for your audience - | Scoop.it
Have you ever considered leveraging the ever-effective power of a good story when you write? Check out none other than this article to master the art!

 

This is a fabulous article with well written examples of online storytelling written for businesses.

 

I enjoy all the points the article makes about the power of sharing a well-crafted story online, and how to get started doing this yourself.

 

Modeling effective storytelling is one of the best ways to learn storytelling skills. This article has it in spades.

 

And it includes specific action steps and how-to's. And it's inspiring.

 

Once you read this you will understand how cool the Story Wheel app is (curated on this page), and hopefully get ideas for how to use it well as another way to share your business stories.


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Karen Dietz's comment, April 16, 2012 10:57 AM
Many thanks Hans! Hope you are having an awesome week :)
Karen Dietz's comment, April 16, 2012 12:52 PM
Thank you again Anna! Have an awesome week :)
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How Marketing Reaches For The Heart But Can Fail & What To Do

How Marketing Reaches For The Heart But Can Fail & What To Do | Stories - an experience for your audience - | Scoop.it
Marketers are supposed to be the experts on connecting emotionally with customers.

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Tina Stock's curator insight, March 27, 2013 10:25 AM

 Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


Boffo!

Ian Mitchell's curator insight, March 29, 2013 4:49 AM

Good workshop stimulusstimulus

Karen Dietz's comment, April 2, 2013 10:23 AM
Tina and Ian, glad you both got a lot out of this post!
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Create Great Video Stories with the New Google Story Builder

Create Great Video Stories with the New Google Story Builder | Stories - an experience for your audience - | Scoop.it
Collaboration has gone Google. Create a story and then share your video.

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Hans Heesterbeek's insight:

I really gonna try this one, don't now when I have the time but I wiil. 

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Lino's curator insight, July 12, 2013 4:13 AM

Es una aplicación potente y muy fácil de usar que nos permite crear clips de vídeo reproduciendo una historia  con frases de texto que hayamos ideado entre dos o más personajes.

 

El video final se puede compartir directamente en Google+ o como un enlace para cualquier sitio que deseemos (por desgracia, no se muestra una vista previa o miniatura cuando se trata de compartir vídeo creado con StoryBuilder en Facebook).

 

Una gran herramienta.

 

De uso libre. (No tenemos que registrarte o iniciar sesión para acceder a ella).

 

Pruébalo: http://docsstorybuilder.appspot.com/

Richard Evans's curator insight, July 17, 2013 5:20 AM

Stories are a power communication strategy. 

N Kaspar's curator insight, August 11, 2013 6:08 AM

A tool to use for digital story telling.

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One customer story sells, and another doesn’t. Why?

One customer story sells, and another doesn’t. Why? | Stories - an experience for your audience - | Scoop.it

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Jeanne Melanson's curator insight, February 17, 2013 10:02 AM

This is a very good article.  For anyone who uses other people's stories and successes in your business, it's a must read.

corneja's comment, February 17, 2013 6:12 PM
Why the link doesn´t work in my case? I have tried to accede several times and always got a 404 Page Not Found! :-(
Karen Dietz's comment, February 18, 2013 12:03 PM
Hi -- don't know why the link doesn't work. Here it is again: http://insightdemand.com/uncategorized/customer-story-sells-doesnt-why/
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Three Basic Elements of Content that Spreads -- It's All About Storytelling

Three Basic Elements of Content that Spreads -- It's All About Storytelling | Stories - an experience for your audience - | Scoop.it
Have you ever asked yourself why a specific blog post stopped you dead in your tracks? Did you truly feel the author's pain? Maybe the post was so cap

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Karen Dietz's curator insight, January 16, 2013 11:24 AM

Well here is a fab post that summarizes biz storytelling into 3 points of view so you can grow your business. If you need a refresher or just some inspiration as 2013 unfolds, you will enjoy this article.


The author Paul Jun sums it up the process of crafting biz stories into results as follows:

  1. Be willing to be vulnerable. He cites Brene Brown's TED talk on vulnerability which is a masterpiece and must-view video for storytellers. Just search this site for Brene Brown and you'll go right to the link. Or click the link in the article :)
  2. Share stories -- they enchant your audience. Yep! And I like Jun's story that he shares, along with a link to Seth Godin to explain why biz storytelling is so important.
  3. Focus on the why -- not the what. Storytelling is about creating meaning. When you share the 'why' it inspires action. Anwer the few questions he poses and you'll be good to go for crafting stories that people re-share.



Now there are actually 4 parts to Jun's post, not 3. The last one is 'practice'. You get better over time at crafting and sharing your stories. So keep practicing! 


As Jun says at the end, "Remind yourself of two things: You can either write content that is dry, safe, and has no personality, or you can write something daring and transparent — something that will shake the floor beneath your reader’s feet. You have this power within you. All you need to do is use it."


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 Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories!

The Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories! | Stories - an experience for your audience - | Scoop.it
As a business journalist, I looked forward to information from a handful of specific sources each quarter. In fact, my quarterly e-commerce reports would wait

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Karen Dietz's curator insight, December 14, 2012 5:46 PM

Yeah -- what a great reminder! Craft your biz stories as sequenced content!


Better yet, plan a content campaign of sequential articles with a narrative arc.


Or serialize a narrative over several posts!


That is where my mind went after reading this article. Now the author here is really just talking about creating a series of posts over time all on the same topic that work together.


But my storytelling mind said "Woah! There is a lot more here that could be done." 


So this article presents a great idea -- but doesn't go quite far enough for all us biz storytellers. Yet it is still worth curating and reading because of all the tips and points it does make.


Dig in (it's not long), get the interesting stats showing how sequenced content gets results, and start connecting the stories together in a series of articles/blog posts, etc!


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

Karen Dietz's comment, December 15, 2012 1:52 PM
Thank you Beth for re-scooping this! And LOL, I see we both scooped the local stories piece from NPR. Great minds think alike!
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Storytelling Tip: Use the calendar to tell your story | JerryBrownPR

Storytelling Tip: Use the calendar to tell your story | JerryBrownPR | Stories - an experience for your audience - | Scoop.it
The calendar contains a wealth of opportunities to tell your story.

 

Now here is a real nifty reminder -- use your calendar to help you figure out what kinds of business stories you want to tell.

 

It's all part of an integrated content strategy plan. This is a quick article with some really good ideas/reminders. Hope this sparks some creative thinking!


Link to the original article: http://jerrybrownpr.com/2012/11/20/storytelling-tip-use-the-calendar-to-tell-your-story/ ;

 

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


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Product Storytelling – Don’t Forget the Context « A Random Jog

Product Storytelling – Don’t Forget the Context « A Random Jog | Stories - an experience for your audience - | Scoop.it

"When launching a new product, it is important that customers understand what problems your product is solving. You don’t have time to tell a long story so you need to make sure your message is effective in creating a desire to learn more. This is where context can help. If you are trying to tell a story about your product, context is the background information that helps the scene make sense. Without this context, you leave it up to the customer to figure it out on their own."


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Karen Dietz's curator insight, November 28, 2012 6:17 PM

Truer words couldn't be said! The author has great advice for how to create context around a product that allows the business to share its product story more effectively.


And I love that the author, Joshua Duncan uses the latest Microsoft commercial to make his point. I enjoy watching the commercial. But I agree with Joshua -- as a sales piece it doesn't work. And it is certainly not a story.


As you read what Joshua has written, don't forget to click through to his earlier post on how context does work to make a sale. The example he uses is Box.com. You can see context is provided. But I still think Box.com could do better in sharing its story.


Read both and let me know what you think! Do the examples work? Does Box.com really tell it's story? Love to hear your thoughts :)


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

Laurence Roelants's curator insight, November 29, 2012 3:10 AM

This is almost a tautology - product storytelling  is not conceptual art but is designed to sell....so don't forget the context!

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How Honda's Agency Taps Authentic Stories for Social | ClickZ

How Honda's Agency Taps Authentic Stories for Social | ClickZ | Stories - an experience for your audience - | Scoop.it

RPA's new VP and director of creative social media, J Barbush, seeks passionate everyday brand fans and stories.

 

Hey -- here's a company doing brand storytelling the right way! What a great article -- complete with examples and a video. The company? Honda!

 

What are they doing right?

Listening first Finding authentic customer stories that have a connection to Honda Connecting with those customers and making them feel comfortable in sharing their story Sharing those customer stories but NOT as a campaign Recognizing that brand storytelling is iterative and evolves over time

 

The way they are doing these steps creates engagement. And I loved the story and the video.

 

Read the article for all the details about how effective brand storytelling is happening. Now here's the good part -- you can do this too!

 

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


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How to Weave a Story that Instantly Captivates Your Audience

How to Weave a Story that Instantly Captivates Your Audience | Stories - an experience for your audience - | Scoop.it
Most writers neglect the power of a story to captivate their audience immediately ...

 

This is a quick article with several key messages. But the one that strikes me is that when crafting a story, the most interesting beginning that gets reader's hooked, is often found in the middle of the story.


So true! And I love the example he uses to demonstrate this tip.

 

Beginnings and endings of stories are always hard for those new to storytelling. Even veteran storytellers could benefit from the author's tip here.

 

Think about your stories -- do they need an upgrade by exploring their middles and finding a more compelling opening?

 

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


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How To Make Your Message Stick Infographic

How To Make Your Message Stick Infographic | Stories - an experience for your audience - | Scoop.it
A great infographic about how to make your message stick. This is perfect for any budding social entrepreneurs trying to figure out how to convey their ideas to potential funders, partners, employees,...

 

LOVE this infographic! It's all about using storytelling and story elements to make your content stick. The infographic makes perfect sense, is easy to read and understand, and is right on!

 

Keep this one handy and refer to it often :)) I know I will be using it in my classes and workshops.


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The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google

The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google | Stories - an experience for your audience - | Scoop.it

And, last Saturday morning, before I got up and on with my day, I watched his short film entitled ‘Guthrie Beach Raft’ and it got me thinking about the power of storytelling in marketing.

 

Yes, successful marketing is all about emotions -- not facts.

 

There are two videos to view here that make the author's point. The first video is OK -- for whatever reason it didn't really grab me.

 

But the second video about Google Chrome is a hit! That's because it tells a very engaging story about how someone uses Google's integrated suite of tools. It's brilliant.

 

Enjoy both of these -- and take these lessons to heart. When creating your content, decide which emotions you want to evoke in your audience and then craft your material to evoke those. 

 

As the author says, "Sometimes, facts and figures are great, but if you’re really looking to create loyalty and build a relationship with your audience then creating an emotional bond is the way forward."


Via Karen Dietz
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Rescooped by Hans Heesterbeek from Just Story It! Biz Storytelling
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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Stories - an experience for your audience - | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


Via Karen Dietz
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