The world’s best PR practitioners have always been master storytellers – crafting story pitches that resonate with media in order to get coverage. It’s ironic now that with the advent of social media that offers so many ways to tell a story that marketers are now taking notice. In This Will Be The #1 Business Skill Of The Next 5 Years Shane Snow says “Today, one of the biggest corporate buzzwords is ‘storytelling.’ Marketers are obsessed with storytelling, and conference panels on the subject lately have fewer empty seats than a Bieber concert.”
He also points out that 78 percent of CMOs think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising, and I agree. Working in the legal, health care and nonprofit sectors, I’ve never had a problem crafting story ideas for the latter two – there are always compelling and emotional stories to tell about patients or the homeless that help an organization get noticed. However, in the legal field it’s a different story.
How do you tell stories and create content about a dry, technical field such as commercial law? It’s actually not as difficult as you may think. The Brain Trust resources below provide lots of ideas, including telling client stories that enable you to exhibit your participation in the story and showcasing your expertise and authority. Stories are the best way to help your prospects understand complex ideas, and so in technical fields can greatly enhance your ability to connect with your audience.
Check out the insight provided below…. what’s your story?
Storytelling That Moves People (Harvard Business Review)
Persuasion is the centerpiece of business activity. Customers must be convinced to buy your company’s products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal. But despite the critical importance of persuasion, most executives struggle to communicate, let alone inspire. Too often, they get lost in the accoutrements of companyspeak: PowerPoint slides, dry memos, and hyperbolic missives from the corporate communications department.
Business Storytelling: Using Stories to Inspire (Mind Tools)
Stories can change the way we think, act, and feel. They can form the foundations of an entire workplace culture, and they have the power to break down barriers and turn bad situations around. Stories can capture our imaginations, illustrate our ideas, arouse our passions, and inspire us in a way that cold, hard facts often can’t.
The Power of Story Telling: Content Strategy Tweaks Businesses Can Implement Today (Huffington Post)
Creating unique and useful content is a great way for you to inform your clients and potential customers about your products or services. Content created for the sole purpose of selling is often woefully ineffective because it fails to tell a story. Remember when you were in school? Which professors or classes did you enjoy the most? Which ones were most memorable for you? For me, it was the professors that were great story tellers in teaching lessons.
Recent Trends in Storytelling and New Business Models for Publishers (Smashing Magazine)
In this article, we will discuss several recent such experiments, with special focus on new forms of storytelling, as well as new business models for publishers — a fascinating recent trend called “subcompact publishing” will be our main reference.
3 Powerful Ways To Improve Your Storytelling (And Business!) In 15 Minutes (Social Media Today)
Some AWESOME ways for you to challenge your brain and get better results in the process. And the best part is, that neither of these techniques should take you more than 15 minutes to try!