kelly alona writing workshop
TRANSCRIPT
Tell stories, win awardsAlona Cherkassky
Kelly Connolly
How to kill a good story
What makes a good story great?
PassionSinceritySuspension of disbeliefRiskAdventurePay offTransformationSympathetic heroSURPRISEWhat else?
Classic story arcBefor
e
After
Beginning
Middle
End
Setup
Inciting Moment
Rising Action
Hero Succeeds (or fails)
New Reality
Classic story arc
Dramatic StructureSetup | Inciting Moment | Rising Action | Hero Succeeds or fails | New Reality Submission/Case Study StructureHook | Challenge | Insight | Strategy | Execution | Results
Submission structure…is not story structure!
Lists of 1010 Occupations:1.2.3.4.5.6.7.8.9.10.
10 Challenges of a:1.2.3.4.5.6.7.8.9.10.
10 Solutions for :1.2.3.4.5.6.7.8.9.10.
Setup/hook
Our hook has to be simple, short, memorable. It has to set up the context and relevancy. It introduces us to the hero and the problem.
Causality and cliffhangers
Causality keeps the story moving. Suspense, intrigue, cliffhangers keep us interested.
Transformation
The story guides us from old to new reality.
New reality sets in
A good story demands satisfaction. Our hero succeeds through challenges and battles to reveal a new reality.
Improvisation
First Line:
Last Line:
• “Our Approach” • Marketing jargon• Continue with the
narrative throughout• Pepper the story
with metaphors. • Frame data for more
context• Don’t
overcomplicate, just tell the story. Quickly.
Good practices
Transformation
Before After
Get to the point
already!Beginning
Middle
End
Play with titles
Titles:1.2.3.4. More Titles:
1. (Worst)2. (For Children)3. (How to)4. (Gross)5. (Shocking)6. (Funny)7. (Clever)
Rewrite it as if:
What if you are pitching a Hollywood movie?
Or your best friend…
Or your mom…
Or The Queen??
Objectify Me!
What is the emotional objective of each section – inspire, move, amuse, change behaviour.
Rewriting can be fun
A few last points:
Document the whole process from the start.
Don’t be modest. The best stories are often the simplest stories well told.
Play with the story. Don’t judge yourself. Just write. Playfulness and fun will show in the work.
What would happen if this (campaign) didn’t happen all together? In other words, why did we do it?
From our trusted friends at Animal Farm:Marketing jargon – bad
Human, relatable, emotional language – good
