going on a story hunt: how to build a storytelling map for your business
TRANSCRIPT
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GOING ON A STORY HUNT How to Build a Storytelling Map for Your Business
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Why Storytelling?
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Stories Cut through the Clutter
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Stories Capture People’s Emotions
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Stories Motivate People to Act
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Stories Remove Barriers
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Stories Gone Wrong • Stories go wrong for
many reasons, but these six are common culprits. • Pushing products • Being inauthentic • Using out-of-date,
unverified, or untrue data • Employing jargon, clichés,
et cetera • Telling irrelevant stories • Creating controversy for
the sake of “buzz”
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Get the Story Right
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Who
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Brand Example: AirBnb
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What
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Brand Example: General Electric
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Why
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Brand Example: First Round
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How & Where • Should I tell my story
with words, vocals, or visuals?
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How & Where • Where should I tell my
story? • Website Content • Company Blog • Video • Podcasts • Social Media
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Brand Example: IKEA
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When
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Brand Example: HBR
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Build a Story Skeleton • Audience • Person and Tone • Purpose • Business Objective(s) • Outline
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Publish the Story
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Assess, Refine, Repeat
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Erin Feldman is Write Right
Digital Marketing Strategy Content Writing and Editing
http://www.writerightwords.com