Corporate Storytelling
2
How to get noticed? O ne of the most famous and effective ads ever written begins with the headline: "They laughed when I sat down at the piano, but when I started to play…" The ad goes on to tell the story of Jack, who was thought to be un-musical. He greatly impressed his friends with an impromptu performance. This "ad" for music lessons actually doesn't get into the sales pitch until the end of the story. The emotion of Jack's story sells the benefits of the lessons. This ad was written in 1926 by advertising legend John Caples. Why Storytelling? S tories are deeply ingrained in us. We use stories to transmit information, elicit excitement, evoke humour and engage thought. We all tell stories. Neuroscientist Jeff Zacks and his colleagues at Washington University in St. Louis used an MRI to show how stories actually activate certain parts of the brain. Subjects read different passages while inside an MRI. The subjects' motor neurons fired when the characters in the story grasped objects, and the neurons involved in eye movement activated when characters navigated their world. Our brains are hard-wired for stories. Are you spending major dollars on advertising and only seeing minor results? 403.393.0251 [email protected] www.corporatestorytelling.ca Helping you tell your story JAMES FREY CORPORATE STORYTELLER T hat's because most advertising is ignored. When was the last time you read every single ad and story in the newspaper? Or intently watched every minute of programming and commercials on a single television station? Or listened to one radio station without any distraction? Who has time for that? I’m likely even losing you, while you’re reading this. Advertising salespeople want you to believe that their advertising is seen or heard by all readers, viewers and listeners. Most studies of perception suggest we actually only register about five to seven per cent of what's in front of us. And our perception is becoming more cluttered with messages every day. We scan. We skip. We fast-forward. We delete. You try to draw in customers with words like 50% OFF, ONE DAY SALE, or other incentives. Sometimes it works. Most times, it's just more clutter that gets lost with every other message from every other advertiser. If you spend $500 each week on advertising each, do you get $500 back in additional sales? There is a better way.
Transcript of Corporate Storytelling
How to get noticed?
One of the most famous and effective adsever written begins with the headline:
"They laughed when I sat down at thepiano, but when I started to play…"
The ad goes on to tell the story of Jack, whowas thought to be un-musical. He greatlyimpressed his friends with an impromptuperformance. This "ad" for music lessonsactually doesn't get into the sales pitch untilthe end of the story. The emotion of Jack'sstory sells the benefits of the lessons.
This ad was written in 1926 by advertisinglegend John Caples.
Why Storytelling?
Stories are deeply ingrained in us. We usestories to transmit information, elicit
excitement, evoke humour and engagethought. We all tell stories.
Neuroscientist Jeff Zacks and his colleaguesat Washington University in St. Louis used anMRI to show how stories actually activatecertain parts of the brain. Subjects readdifferent passages while inside an MRI.The subjects' motor neurons fired when thecharacters in the story grasped objects, andthe neurons involved in eye movementactivated when characters navigated theirworld. Our brains are hard-wired for stories.
Are you spending major dollarson advertising and only seeingminor results?
403.393.0251
Helping youtell your story
JAMES FREYCORPORATE STORYTELLER
That's because most advertising is ignored. When was the last time youread every single ad and story in the newspaper? Or intently watched every
minute of programming and commercials on a single television station? Orlistened to one radio station without any distraction?
Who has time for that? I’m likely even losing you, while you’re reading this.
Advertising salespeople want you to believe that their advertising is seen orheard by all readers, viewers and listeners. Most studies of perception suggestwe actually only register about five to seven per cent of what's in front of us.And our perception is becoming more cluttered with messages every day.We scan. We skip. We fast-forward. We delete.
You try to draw in customers with words like 50% OFF, ONE DAY SALE, orother incentives. Sometimes it works. Most times, it's just more clutter that getslost with every other message from every other advertiser. If you spend $500each week on advertising each, do you get $500 back in additional sales?
There is a better way.
What is Corporate Storytelling?
Corporate storytelling is about using narrative to draw inyour audience to hear about your business or organization.
Those narratives could be about how you started, how yousucceed (or learned from failure) or how you help.
You might like to say that you make "quality products" ordeliver "excellent service.” You should give examples -- clienttestimonials, employee profiles, success stories, feature storiesabout your fundraising efforts.
Storytelling is not about spin, or trying to make everythingsound positive, your audience will spot that a mile away. Youneed to be honest and authentic in telling your stories.
Storytelling is about getting people to care about what you do.You need to craft the right messages, use the right tools, anddeliver them at the right time to the right audience.
The goal is action.
What are the tools for Corporate Storytelling?
Who is James Frey?
My own story
has it’s owntwists andturns. Forthe past 20years I'veused mywriting and
communications abilities to helppromote organizations of all sizes, in thepublic, non-profit and private sectors.I have worked on many projects -- largeand small -- and have built a successful
• Success stories• Employee profiles• Client testimonials• Company ambassadors• Internal communications• Brochures and kits
• News releases• Media relations• Project management• Training and presentations• Public engagement and
consultation
How do we tellyour story?
You could do this yourself. But do you have the
expertise? Would you knowwhere to begin? Do youknow the best way to reachyour audience? I can helpyou.
We will work together. Wedevelop a plan, based on yourgoals. We find the essence ofwhat you want to say. Wedetermine your true audienceand uncover the best tools toengage your audience. Onlythen can we begin tellingyour story.
• Feature writing• Social media• Web content• Advertising• Speeches• Blogs
JAMES FREYCORPORATE STORYTELLER
403.393.0251
career in all facets of communicationspractice. Last year I ran my first ultra-marathon. I am a skilled presenter andtrainer in marketing communications.I am a published writer and editor.I have been blogging for a few years.My blog iswww.corporatestorytelling.ca
