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“A need to tell and hear stories is essential to the species
Homo sapiens…
the sound of story is the dominant sound of our lives,
from the small accounts of our day's events to the vast
incommunicable constructs of psychopaths.”
REYNOLDS PRICE
(American Author & poet)
It’s not about WHAT you want to say..
It’s about what you want your
audience to REMEMBER &
then pass on…
video
A boy named sue
That is the power of great narrative,
and you can harness that
by remembering three simple things...
Purpose.
Structure.
Execution.
Purpose…
Firstly…In point form, what are the
three things you need to get
across?
What is the purpose of the
story that you are conveying?
How do you want them to
Feel??
Know your
Audience.
Tailor the message.
..to the media buyer
..to the client
..to the strategist.
…to your boss
…to your peers
Structure…
The Basics
Beginning
Middle
End
But throw in something they
don’t know..
Set the stage.
We need context so
we can understand the story.
Tell us where and when the story takes place.
Tell the story…
This is where the information is shared.
Make it memorable!
Close the deal.
Execution…
Brevity
They don't care about you..
they care about the message
so keep the information flowing...
Memorable?
Purpose. What’s the point, how will they feel?
Structure. Beginning, Middle, End.
Execution. Get to the point and do it !
Tell stories.
Make money.