“The single biggest problem in communication is the illusion that it

has taken place.”- George Bernard Shaw

“And God said. . .”- Genesis 1:3

Why tell stories?

What is a story?

How do I tell

stories?

• Brand– Stories are “easier for people to learn,

remember, and share with others.” – John Walsh

– Every interaction is your brand

• SEO– You’re being searched for online– Hummingbird: Google algorithm

Why tell stories?

Helpful tools

• Thinglink.com–Pinterest on steroids–Hyperlinked images

• Conduit.com–DIY mobile apps–Cut $10,000 down to $1,000/yr

What is a story?

Plot(Crisis?)

Character

(Hero?)

Choice Not a list!

“Choice the most fundamental building block of story.”- Robert McKee in Story hinge on

Helpful questions to consider:

1. Voice (Who are you?)What is your organization’s vision? What is your personality? What are some measures of success? What are your beliefs or values? What is your mission?

2. Audience (Who are they?)Demographics? Psychographics? Ask the market what to market

3. Purpose (What is the point?)What is the call to action? Change or enhance what consumer behavior? Is it consistent with the mission? Is there an omnipresent option?

1. Select a story2. Push through the story3. Envision the scene with present-day feelings and concerns4. Tell the story from the view of someone at the scene5. Establish the story’s central truth 6. Find a memory hook7. Tell a story within a story8. Plan your first words9. Know how the story ends 10. Research the facts11. Eliminate needless detail12. Add description to the story13. Include audience participation 14. Arrange practice audiences

How do I tell stories?

More helpful tools

• Basecamp.com–Project management made easy

• Hubspot.com–Free writing resources

Building Blogs for B-to-B

Beneficiaries:• Print• Social Media• Internal• External

1. Generate content ideas2. Show don’t sell3. Avoid ‘link bait’4. Get your entire company on

board5. Recruit outside talent6. Create catchy yet concise

headlines7. Be SEO-savvy8. Think quality over quantity9. Integrate blogs with other

campaigns

What’s next?