Post on 23-Aug-2014
description
SARAH KATHLEEN PECK SARAH@ITSTARTSWITH.COMITSTARTSWITH.COM/STORYTELLING
STORYTELLING & NARRATIVE FOR INDIVIDUALS & BUSINESSES
BEFORE WE START—THINGS YOU NEED:
• PEN + PAPER• YOUR BIO (PERSONAL OR BUSINESS)• USE CHAT WINDOW TO ASK QUESTIONS
Who are you?
WHAT’S YOUR STORY?A QUICK EXERCISE
what's your story?
YOUR STORY
what's your story?
who is your audience?
YOUR STORY
what's your story?
who is your audience?
where are you talking to them?
YOUR STORY
what's your story?
who is your audience?
what do you want?
where are you talking to them?
YOUR STORY
WHY DO WE TELL STORIES?
WHY DO WE TELL STORIES?
CultureEducation
ConnectionEmotional Resonance
Inspire ActionImaginary Futures
LeadershipTalk About Your Business
SalesPrompt Action
Entertainment & RecreationInfluence
A STORY:“Your story is what you want other people to take with them when you leave.”
“Businesses don’t sell products. They sell stories.”
When you sell, you tell a story.
Every story of a business, product, person, or idea--is not just about you or it.
Stories are about relationships between the user and the story being told.
“When you sell a man a book, you don’t sell him just twelve ounces of
paper and ink and glue – you sell him a whole new life.”
– Christopher Morley, Parnassus on Wheels.
LISTERINE.
LISTERINE.
NIKE.
OLD SPICE.
HOW DO WE TELL STORIES?
CONSTRUCTING STORIES:1: ANECDOTE + BAIT
“Great stories happen to those
who can tell them.”
Ira Glass
CONSTRUCTING STORIES:2: EMOTIONAL RESONANCE
Resource: Resonate, Nancy Duarte
CONSTRUCTING STORIES:2: EMOTIONAL RESONANCE
begi
nnin
g
mid
dle
end
Resource: Resonate, Nancy Duarte
CONSTRUCTING STORIES:3: THE HERO’S JOURNEY
Resource: Joseph Campbell, “Monomyth”
1. The ordinary world. (unaware)2. Call to adventure (awareness)3. Refusal4. Meeting a Mentor5. Crossing the Threshold6. Enemies (Resistance)7. Approach/Preparation8. Ordeal9. Reward/Consequence10. Road Back11. Resurrection/Share with World12. Return with elixir.
Resource: Resonate, Nancy Duarte
CONSTRUCTING STORIES:3: THE HERO’S JOURNEY
CONSTRUCTING STORIES:3: THE HERO’S JOURNEY
Resource: Resonate, Nancy Duarte
Better than make YOU the hero in your story, can you make your user/listener/customer the hero?
CONSTRUCTING STORIES:CHALLENGE QUESTION
whatare your values?
CONSTRUCTING STORIES:4:CULTURE, VALUES, PSYCHOLOGY
FREUD: MASLOW:
CONSTRUCTING STORIES:4:CULTURE, VALUES, PSYCHOLOGY
LISTERINE.
LISTERINE.
VW
APPLE.
DOVE.
NIKE.
whatare your values?
whatare your audience's values?
CONSTRUCTING STORIES:4:CULTURE, VALUES, PSYCHOLOGY
CONSTRUCTING STORIES:5:SENSORY DETAIL
“Once upon a time, in the middle of winter when the snowflakes were
falling like feathers on the earth, a queen sat at a window framed in
black ebony and sewed. And as she sewed and gazed out to the white landscape, she pricked her finger
with the needle, and three drops of blood fell on the snow outside, and because the red showed out so well
against the white she thought to herself, “Oh, what wouldn’t I give
to have a child as white as snow, as red as blood, and as black as ebony!”
“Taste the rainbow.” “Reach out and touch someone.” “Good to the last drop.” “We try harder.”
CONSTRUCTING STORIES:5:SENSORY DETAIL
WHERE ARE YOU TELLING YOUR STORY?
WHERE ARE YOU?
WHERE ARE YOU?
PUTTING IT ALL TOGETHER.
what are your values?
what are your values?
who is your audience?
and what are their values?
what are your values?
who is your audience?
and what are their values?
what do you want?
What do they want?
what are your values?
who is your audience?
and what are their values?
where are you talking to them?
what do you want?
What do they want?
what are your values?
who is your audience?
and what are their values?
where are you talking to them?
what's your story?
what do you want?
What do they want?
INTRO WHAT’S YOUR STORY?
WHAT DO YOU WANT?
WHY WHY DO WE TELL STORIES?
HOW? ANECDOTE, BAIT + EMOTIONAL RESONANCE
THE HERO’S JOURNEY
CULTURAL VALUES
SENSORY DETAILS
WHERE WHERE IS THE CONVERSATION HAPPENING?
PUTTING IT TOGETHER.
SARAH KATHLEEN PECK SARAH@ITSTARTSWITH.COMITSTARTSWITH.COM/STORYTELLING
STORYTELLING & NARRATIVE FOR INDIVIDUALS & BUSINESSES
SARAH KATHLEEN PECK SARAH@ITSTARTSWITH.COMITSTARTSWITH.COM/STORYTELLING
RESOURCES + MORE
THE WRITER’S WORKSHOPJUNE 30 — AUG 8THREGISTRATION OPENS APRIL 28
CONTENT STRATEGYJUNE 30 — AUG 8THREGISTRATION OPENS APRIL 28
RESOURCES + MORE