Download - Whats the story? Story strategy for products
“Stories have power. They delight, enchant, touch, teach, recall,
inspire, motivate, challenge. They help us understand. They imprint a
picture on our minds.” — J A N E T L I T H E R L A N D
W H Y D O S TO R I E S A F F E C T P E O P L E ?
S TO R Y T E L L I N G I N D E S I G N
W H Y P R O D U C T S N E E D S TO R I E S
S TO R Y T E L L I N G B A S I C S
CO H E R E N T P R O D U C T S TO R I E S (CO N T E N T S T R AT E G Y )
Stories help us connect with people, we use them daily to communicate and entertain
each other
Stories are part of us
Stories actually evoke a simulation of the event in your mind. Its as if you were having
the experience.
U S E R R E S E A R C H
Interviewing as story facilitator
Group storytelling
W O R K S H O P S
Step by step stories to build empathy
U S E R E X P E R I E N C E M A P P I N G
Stories are the foundation of the process for examining a customer need and how they are behaving.
Design Stories
Prototypes as props
P R O T O T Y P E S
G AT H E R U S E R S TO R I E S F R O M I N T E R V I E W S – E N A B L E OT H E R P E O P L E S S TO R I E S
A N D T U R N T H E S E I N TO TA N G I B L E O U T P U T S
W O R K S H O P S G R O U P S TO R Y T E L L I N G A C T I V I T I E S
I N C L U D I N G R O L E P L AY A N D G A M E S
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Actions of Advocacy in Social
Use product, buy service etc
Drive Relevance
A W A R E N E S S
CO N S I D E R AT I O N
A C T I O N
P R E F E R E N C E
LOYA LT Y
E N G A G E M E N T F U N N E L
S TO R Y I D E A
D R E A M
When you hone your messaging to your audience - you tap into their self story. Its more
than just a story
Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/
C R E AT E E N T E R TA I N I N G O R E D U C AT I O N A L CO N T E N T
Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/
S TO R I E S A R E A B O U T P E O P L E
E X P O S I T I O N
R I S I N G A C T I O N
C L I M A X
FA L L I N G A C T I O N
R E S O L U T I O N
SETTING THE SCENE
BUILDING TENSION
THE EXCITING BIT
TIDYING UP LOOSE ENDS
THE END
N A R R AT I V E S T R U C T U R E
YO U R T H E E X P E R T W H O H A S A U T H O R I T Y P O I N T O F D I F F E R E N C E
W H AT S H O U L D YO U TA L K A B O U T ?
R E A D E R S S K I M H E A D L I N E S F O R A N
O V E R V I E W
R E A D E R S Q U I C K LY D I P I N TO S TO R I E S
D I P P I N G A R O U N D M U LT I P L E S U B J E C T S , N E V E R G O I N G TO
I N - D E P T H
R E A D E R S I N - D E P T H O N A S I N G L E A R E A O R A R T I C L E
DIPS K I M BROWSE DIG
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
R E A D I N G PAT T E R N S
P L A N , P L A N , P L A N
CO N T E N T P L A N A R O U N D T H E Y E A R LY P R O D U C T C YC L E S
W H E N
H O W
W H A T
W H O
WHEN AND HOW OFTEN DO YOU NEED TO PUBLISHING TO REACH YOUR
AUDIENCE? CREATE YEARLY CONTENT PLANS
WHAT SUBJECTS CAN YOU BE AN AUTHORITY ON? WHAT CONTENT
THEMES INTEREST YOUR AUDIENCE
GET TO KNOW YOUR TARGET AUDIENCE. INTERVIEWS, SURVEYS, COMPETITOR
ANALYSIS, SOCIAL CONSUMPTION
TONE OF VOICE &CONTENT FORMAT
H O W TO U S E S TO R I E S C H E C K L I S T
T E L L A S M A N Y S TO R I E S A S YO U C A N
S TO R I E S A R E F O R U S E R S , YO U R T E A M A N D S TA K E H O L D E R S