Date post: | 01-Nov-2014 |
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Business |
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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