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Network in Austin – November 2011
Get Your Story Out ThereUsing Stories to Differentiate Your Offering
Presented by:
Julie WickertTrue Story Communication
Why stories?
© True Story Communication 2011 - 2012Image courtesy of Anna Cervova (http://www.publicdomainpictures.net/)
“Storytelling is one of the few human traits that [is] truly universal across culture and through all of known history.
And stories have a unique power to persuade and motivate, because they appeal to our emotions and capacity for empathy.”
--“The Secrets of Storytelling,” Jeremy Hsu. Scientific American Mind, August/September 2008.
Why stories?
© True Story Communication 2011 - 2012
Why stories?
Marketing research – and brain research – indicate that stories affect decision-making.
© True Story Communication 2011 - 2012
Stories are efficient packages for information – and they create a shared experience.
Why stories?
© True Story Communication 2011 - 2012
• Uniqueness – Your competitors may share your strengths – but not your stories.
• Persuasiveness – Stories form emotional responses, connections, and a receptive state of mind.
• Efficiency – A story makes complex information memorable and portable.
Why stories?
© True Story Communication 2011 - 2012
What makes a good story?
“Act I: Get your hero up a tree. Act II: Throw rocks at him. Act III: Bring him down.”
Robert McKee, screenwriting instructor to 26 Academy Award winners and 125 Emmy Award winners
© True Story Communication 2011 - 2012
What makes a good story?
# 3. Narrative structure
# 2. Senses and emotions
# 1. Audience relevance
© True Story Communication 2011 - 2012
Which Stories?
• Customer success stories
• Testimonials about you or your offering
• Anecdotes that provide insight into your character or your organization’s culture
• Others?
© True Story Communication 2011 - 2012
Planning is key.
Capture
Showcase
Store
Which stories?
How capture?
Who access?
How categorize?
What message?
Where?
© True Story Communication 2011 - 2012
Resources“The Secrets of Storytelling,” by Jeremy Hsu. Scientific American Mind, August/September 2008
“Creating Preference,” by Terry R. Bacon, Ph.D. APMP ProposalManagement, Fall/Winter 2002
Story: Substance, Structure, Style and The Principles of Screenwriting, by Robert McKee
The Hero with a Thousand Faces, by Joseph Campbell
© True Story Communication 2011 - 2012
Julie WickertTrue Story Communication
Twitter: @juliewickert
I’d love to hear how you’re getting your stories out there; get in touch!
