“Once upona time…”The Art of StorytellingLuke Clark, Novus Asia

1. Me2. Magic3. Market4. Making it5. Maintaining it

I see the world…

…as a series of…

…amazing stories

What is content?

It’s anything that starts a conversation

How to start talking?

And what’s the one piece of advice I need to know before starting?

Build your story,believe in your vision

All stories have humble beginnings

“My greatest fear had been realised, and I was still alive… I had an old typewriter and a big idea.”

So why should you tell stories?

Big Themes“Stories tap into…truths about the world that cannot be taught as fact or fiction — because they go beyond that.” – Storyteller Laura Burns

Change“Story fits the human mind. When things change, there is a gap between expectations and reality. Then the mind pays attention.” – Hollywood screenwriter Robert McKee, author of the book Story

Emotion“No one ever marched on Washington because of the facts in a flowchart.”

– Kendall Haven, author of ‘Story Proof’

So…

What type of content market are you playing in?

The rise ofthe YouTube

Influencer 2.0

Elastic,multi-channelcontent now dominates

Attention hasquickly emerged

as the mostvalued currency

Attention isearned,

not bought

Caution:the noise is ramping up

And how to apply this thinking to creating your own great content?

Where to focus?

Food History

Lifestyle

Content should sit at the heart of business

STORIES

A Storyteller’sChecklist

1: Do the reading

2:Targetan audience

A specific target audience helps you check and re-check

your content

3:Build a

customerprofile

4:Targeta change

5: Burn the rule book

6:Choose adelivery style

15% of people trust recommendations from brands

84% trust recommendations from people they know

7:Chooseyour platform

8:Invite target customers on an experience

9:What’s your magic?

10:Mythology?

11:Set the style rules

12:Evolve the product with your audience

13:Rules and measurement

14: Maintain intensity

15: Review data, recalibrate aims, and keep telling stories

Your Story GoalsBe fun and differentUse data as reality checkFocus on target readersWork at an emotional levelUse real voicesIt’s not just “hello”, it’s a conversation Create amazing content to shineGive customers what they crave

Thank you!

lukeclark@novusasia.com