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Why Storytelling = Future of Web Copy & Why We Write In Present Tense

Why Storytelling = Future of Web Copy & Why We Write In Present Tense | Marketing Revolution |

The Problem of Web Copy
Today a friend shared copy that fought itself. He was trying to tell two stories at once. You can't tell two stories at once without reader confusion. I suggested combining the two very cool elements he wanted to mash together into a single story.

"Think of each element as a character in the story, in a story where difference between them will become zero at resolution," I suggested. The conversation reminded me of why storytelling is the future of web copy and why storytelling online is different than writing novels.

Online NOW is the only time that matters, so even historical reference needs to be shared in present tense. Wandering down a historical path is a sure prescription for readers wandering off. Find more online storytelling tips in the G+ post.

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Rescooped by Martin (Marty) Smith from The Written Word and Then Some!

The Story Of Being Great Business Storyteller | Infographic List

The Story Of Being Great Business Storyteller | Infographic List | Marketing Revolution |

Step by step storytelling instructions.

Via Kim Zinke (aka Gimli Goose), massimo facchinetti, Jack Varnell
Martin (Marty) Smith's insight:

I like this presentation as it seems more engaging, but it bears little relation to crafting stories in a business setting. I hear several problems over and over including:

* What we do is boring, no one will care.
* We don't have writers or storytellers on staff.
* We are too busy doing our jobs making widgets.
* No one does this in our space.

Excuses go on from there. Stories are how we learn best. Why then do we resist telling stories in a business setting. Do we really need to make things boring and uninteresting in order to make them "fit" in a business setting?

These "objections" are FALSE because:

* Everything is exciting when you explain it in story form.
* You may not have writers but you have storytellers. FIND THEM, grab a video camera or a phone with a video camera create a video diary.
* Your biggest job, no matter who you are, is to win hearts and minds, Stories, storytelling and online engagement is your job whether you realize it or not.
* No one is doing this in your space YET.

Great Scoop by Jack. Marty

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Scooped by Martin (Marty) Smith!

Hero Stories - 7 Stories Every Website Should Tell

Hero Stories - 7 Stories Every Website Should Tell | Marketing Revolution |

Hero Stories Are CSFs
Critical Success Factors in a post Google Panda and Penguin time begin and end with engagement. 

Martin (Marty) Smith's insight:

There are 7 Hero Stories every website should tell. Which kinds of hero stories your website should be telling is locked inside your personas, segments and metrics.
Here are the 7 types of Hero Stories:

* Enlighted.

* Vicarious.
* Altruistic.
* Rescue.

* Stranger (stranger in a strange land).
* Heroes Like Us.

* Heroes Together.

Created a Google Doc with examples of each hero type with URL links: 

If you have favorite examples of hero websites, pages or copy share them here:  

malek's comment, August 31, 2013 8:05 AM
Thanks for sharing the Google Doc
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Stumbling On Hero Marketing - The Only Marketing Left - via Curatti

Stumbling On Hero Marketing - The Only Marketing Left - via Curatti | Marketing Revolution |
Share compelling stories with a movement worth joining & community growing fat with advocates to discover the only tactic left - Hero Marketing.
malek's curator insight, June 18, 2014 9:55 AM

Thank you [url=/u/129000 x-already-notified=1]Martin (Marty) Smith[/url] for another hero's journey to spark our storytelling  wired brains. Marty picked the fear of Cancer, many won't ever realize they have. Enter "Big Idea", the hero, and here goes a movement which empowers stakeholders  to make change and provide a hope for one of our worst fears.

For the personal story here's a special gift 

"When a Hero Come Along"

Rescooped by Martin (Marty) Smith from Content Creation, Curation, Management!

5 Tips for Mastering the Art of Brand Storytelling | Business 2 Community

5 Tips for Mastering the Art of Brand Storytelling | Business 2 Community | Marketing Revolution |

"One thing that many business owners and newcomers to social media have a difficult time grasping is the importance of a powerful story behind your brand. This isn’t just flouncy language and big words; it’s finding a legitimate, interesting and engaging way to put a personal spin on your brand’s conception, creation and journey to what your customers know it as today. Bringing your brand to the masses through a relatable and well-written story is one of the quickest avenues to capturing customer and fan loyalty."

Read the full article to find out more about these tips to provide a relatable and personalized story for your customers:

  1. Understand the art of fiction writing
  2. Know your story
  3. Create characters
  4. Create tension
  5. Give your customers the room to interpret

Via Kim Zinke (aka Gimli Goose), massimo facchinetti
Martin (Marty) Smith's insight:

Love these writing tips applied to Internet marketing. Perfect. 

Lori Wilk's curator insight, December 26, 2013 10:23 PM

Having spent time working the for Walt Disney Company I know storytelling and characters help capture customers and a loyal fan base.

Alisha Shibli's curator insight, December 28, 2013 8:12 AM

A lot has been written and spoken about this. So may articles and paper and stories about how to tell a story. It is indeed one of the most crucial part of brand building and getting this right is most essential.

Rescooped by Martin (Marty) Smith from Content Creation, Curation, Management!

Imagine The New Story - Why Stories Create Change

Imagine The New Story - Why Stories Create Change | Marketing Revolution |

"We are vehemently faithful to our own view of the world, our story. We want to know what new story we’re stepping into before we exit the old one. We don’t want an exit if we don’t know exactly where it is going to take us, even – or perhaps especially – in an emergency. This is so, I hasten to add, whether we are patients or psychoanalysts."

Via massimo facchinetti
Martin (Marty) Smith's insight:

Is Your Internet Marketing Telling A Great Story?
Wow, this is GREAT. I love this sentence,

"I think it is because change requires loss. And the prospect of loss is far more powerful than potential gain. It’s difficult to imagine what a change will do to us. This is why we need stories so desperately."

The implication, stories are the key to change, rings true and so the right question is how can we tell better stories, stories that promote the change we want :).

Buying anything anytime is a form of "change". We want the security of knowing our money will be well spent and the excitement of new experience. When in doubt, as this great post points out, we stand pat. We hesitate because we can't imagine the new story.

Here is another implication. Our jobs as Internet marketers is really to help our visitors imagine the new story :). M

Dr. Karen Dietz's curator insight, September 4, 2013 4:27 PM

Many thanks to fellow curator Gregg Morris for finding and sharing this article! 

I'm working with an organizaiton right  now in the throws of huge change on multiple levels. It is a wild time and helping them find, frame, and share their stories is just beginning.

This article is a terrific place to start for thinking about the stories people need to hear when facing change. And the story shared in the post is powerful indeed.

In fact, this article fits very nicely into another recent article I posted by Rafe Martin on the importance of folklore and stories. Stories -- specifically folk tales -- help us respond to change, providing mental structures and pathways for us to follow when change happens.

As we all know, change is constant. Storytelling is a huge help. I hope you gain lots of great insights from this article and it gets you thinking about your next steps.

This review was written by Karen Dietz for her curated content on business storytelling at

Krista Finstad-Milion's curator insight, October 6, 2013 9:21 AM

The Kübler-Ross Change curve is a tool you can store in your back pocket and pull our to help others get on with what is essential. You can also use it to coach yourself through the challenges of dealing with changes beyond your control.  In the ICN Executive MBA change management module, we combine this tool with others such as story-telling in a co-learning approach.