What cortisol and oxytocin have to do with a 19th-century German playwright.
This week, I’m headed to the Future of Storytelling summit, an unusual cross-disciplinary unconference exploring exactly what it says on the tin. Among the presenters is neuroeconomics pioneer Paul Zak, director of the Center for Neuroeconomic Studies and author of The Moral Molecule: The Source of Love and Prosperity. In this short film on empathy, neurochemistry, and the dramatic arc, directed and edited by my friend Kirby Ferguson and animated by Henrique Barone, Zak takes us inside his lab, where he studies how people respond to stories.
The story above is more than Nancy’s story about fighting colorectal cancer, it is a story of community. I know the video is long, 9 minutes long…but it was the only way I knew how to share this story. A of a strong community around her that decided to pitch in and help her along the way. Sometimes it takes a group of people to help us through the tough times. Sometimes we need to feel that sense of community to make it through that bend in the road.
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 :)
Essays on writing: To create great literary stories, prose fiction must be vibrant and interesting, and never trivial. How do humor elements work in fiction? How does humor has impact on your storytelling
If someone ever asks me what the scariest experience of my life was, I tell them it was my first year at summer camp when I didn’t just hear, but became fully immersed in the mother-of-all ghost stories.
We've been talking a lot about story lately, both on this blog and around the office. What makes for a compelling story? Are we even telling the right kind of story? These are some of the questions we ask each day.
Everyone has a story. Since the dawn of man, storytelling has become an art that evokes emotions and compels action and empathy from the direction of the artist. In many ways, the medium is the message and the true art is opening the hearts and minds of the listeners and turning them on to engagement. Once in “story mode,” people tend to let their guard down and begin to shape opinions and beliefs around the information they are given. And timing is everything- The window of opportunity to engage story mode can be as small as a tweet or as long as a meeting. After all, there can never be a connection without that initial acceptance of possibility and desire to continue down the path.
[The Hoffman Agency (@DailyBrew) rightfully asked in a tweet, "Where's the hero?")
In our social media-infused world, traditional marketing logic just doesn't work.
I had earmarked this article to share with you awhile ago and just found it again when cleaning up my emails. Better late than never!
Here's what I love about this post -- it makes no bones about the fact that marketing is changing. And if you haven't gotten with the program, get on board quick!
Now, I don't agree that ALL traditional marketing techniques are dead. But the author Bill Lee sure does make a great case explaining how things are changing. And his statistics are riveting.
And I also like that he shares with us what we need to do to stay with the curve:
Getting into community marketing Identify and promote customers that bring value (and not just based on how much they buy) Help your customers build social capital Involve your customers in creating solutions together
What's story got to do with it? Stories are the way the points above happen. It's all about the stories you share, listen to, promote, ask for, engage with, and retell. And hint hint -- these are your customer stories mostly!
Go read the article for all of Lee's insights. This will post will definitely get you thinking differently.
Panel moderator Liz Rosenthal, of digital media group Power to the Pixel, opened Independent Film Week's "Transmedia is for the People" discussion by lamenting declines in the time and money that audiences have to devote to media, even as the...
Transmedia Storytelling Using Social Media – Prezi Picking a social media channel for transmedia storytelling requires an understanding of the strengths and weaknesses of each channel. Writing for Twitter is a very difference experience than writing for a blog. A transmedia story published using Twitter must deal not just with the 140 character limit, but how the audience uses the platform.
A collaboration between the Center for Digital Storytelling and the University of Colorado Denver, the Digital Storytelling Certificate Program is designed to help individuals and organizations learn the skills necessary for successfully carrying out digital storytelling projects.
Small businesses in particular have a need to tell a story to help their customers visualize how their product will be used.
Storytelling has a proven primal effect to drive people to want to purchase products. Still, many marketers neglect the power storytelling can have on their sales process and instead of painting a picture of how a product will be used, they make their message dull and lackluster making it more difficult to land the sale and get your customer to want to do business with you.
...While planting your face in front of a tiny screen is perfectly acceptable on trans-Atlantic flights, it can be a little odd at home. But if you give yourself over to the tablet, it's actually a pretty awesome experience. I'm not claiming an iPad beats the big screen, but I will say this: Watching shows and movies on a tablet feels closer to what television viewing should be like in the 21st century than what 21st-century TVs actually deliver. Yes, there are "smart" televisions that come with Wi-Fi and video-streaming services like Netflix and Hulu Plus baked in, but they feel sluggish compared to tablets. Devices that help bridge the gap between Internet-based content and your living room's television, like Apple TV and the Xbox 360, are pretty excellent, but once you've become accustomed to the speed and intimacy of using something like an iPad to watch your shows and films, it's hard to deal with tech that's not as responsive. Even simple things on a tablet, like briskly flicking through a menu of movies or accurately rewinding with the tip of your finger, can be pleasurable. As the gadgets in our pockets and handbags and briefcases become the most impressive technological objects in our lives, the good ol' TV setups in our homes can feel painfully slow and antiquated. And what these futuristic slates lack in eye-popping bigness, they make up for in deft portability. Want to watch "Monday Night Football" in your backyard for a more tailgate-like experience? You can do that. Spouse kick you off the big screen to watch "Glee?" Grab the tablet and head to the attic. The tablet can be a marriage saver in one-television households. It's also the best thing to happen to lazy Sunday mornings since breakfast in bed...