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 • Pushing products • Being inauthentic • Using out-of-date,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