the ART + SCIENCE of using STORIES to influence DECISIONS

COLLEEN JONES, Principal | content-science.com

MIMA SUMMIT

FACT!

time on time on

≤

what are people DOING with all that time online?

MAKING DECISIONS

content = HUGE chance to influence

3 WAYS STORIES INFLUENCE DECISIONS

WARNING! ANALYSIS

AHEAD!

EMOTION + LOGIC

IDENTIFICATION

AMPLIFICATION

WHEN 2 USE (+ NOT USE )

STORIES

When you're telling these little stories? Here's a good idea—HAVE A POINT.

“

start with phases of influencing a decision…

1. RAISE AWARENESS

3. MOTIVATE + HELP ACTION

2. BECOME LIKED + TRUSTED

TIP! stories work best in 1 + 2

2. BECOME LIKED + TRUSTED

1. RAISE AWARENESS

3. MOTIVATE + HELP ACTION longer + deeper

stories!

attention-getting

stories!

instruction!

TIP! stories work best in 1 + 2

2. BECOME LIKED + TRUSTED

1. RAISE AWARENESS

3. MOTIVATE + HELP ACTION why!

what!

how!

TIP! connect the phases

2. BECOME LIKED + TRUSTED

1. RAISE AWARENESS

3. MOTIVATE + HELP ACTION

2 GOOD EXAMPLES

raising awareness

becoming liked + trusted

3 BAD, BAD EXAMPLES

(don’t do this, please)!

NOT considering the source

trying to make a short story looooong

We’re a huge corporation. We want a BIG website that “tells the story” of our

environmental initiatives. We think that will engage people again + again + again...

NOT connecting to relevant action

WAYS 2 INNOVATE

STORYTELLING

use a variety of content types

emphasize best content type to tell the story

encourage participation in the story

encourage participation in the story

become part of the story

checklist @leenjones WHY use stories

•  To appeal to logic + emotion in a memorable way. •  To help customers identify with you. •  To amplify a key message, point, or promise.

WHEN to use stories

•  When raising awareness about you or something you’re offering. •  When deepening relationships with customers so they like + trust you / your offering.

HOW to use stories

•  Use short, shallow stories for raising awareness.

•  Use longer, deeper stories for becoming liked and trusted.

•  Connect stories to a relevant point and to taking a relevant action. •  Consider telling the story through varied content types + making stories participatory.

YOUR STORY?

QUESTIONS?

COLLEEN JONES, Principal | content-science.com

MIMA SUMMIT