Lorrie Morgan-Ferrero, Expert Copywriting Strategist, wrote a blog "Spinning Your Copy with Storytelling". She says "Nothing pulls us in psychologically more than a good story. Like a spider weaving it’s attractive net drawing you deeper, spin your own story...." That line made me think about some ways we talk about storytelling, spinning a yarn, spin a tale, weave a story.
Spinning a yarn had me envisioning the listener being wrapped by yarn as an expert weaver turns the spinning wheel. Good stories told well do indeed envelope the listener by involving the imagination, emotion and intellect. After a good story it sometimes luxuriates in the brain for awhile giving an after glow feeling to the listener.
Maybe that intense of a feeling isn't present in all business stories but listeners should be captured by the spinning and transported to a better world, one where your product or service improves life. Weave a beautiful tale and grab your customer's business.
Friday, September 30, 2011
Friday, September 9, 2011
Allusions in Stories
Peter Guber demonstrates the power and proper use of allusions in chapter 6 of Tell to Win when he tells the story of how Bill Clinton persuaded him to help with his campaign.
Clinton chose to use the movie High Noon in his discussion with Guber. Clinton did not have to tell the whole story, he knew his audience was familiar with the story line and would get the connection he was drawing to his own campaign needs. Guber says "And because I had personally experienced the emotional dram, urgency, and ultimate exhilaration of Kane's struggle through the movie, this familiar story immediately triggered my empathy for Clinton's experience in the his campaign. I was moved emotionally to support the man we'd all come to call the Comeback Kid."
Allusions can be powerful and efficient, making your point with few words because of prior knowledge. Where can you use allusions in your business stories?
Clinton chose to use the movie High Noon in his discussion with Guber. Clinton did not have to tell the whole story, he knew his audience was familiar with the story line and would get the connection he was drawing to his own campaign needs. Guber says "And because I had personally experienced the emotional dram, urgency, and ultimate exhilaration of Kane's struggle through the movie, this familiar story immediately triggered my empathy for Clinton's experience in the his campaign. I was moved emotionally to support the man we'd all come to call the Comeback Kid."
Allusions can be powerful and efficient, making your point with few words because of prior knowledge. Where can you use allusions in your business stories?
Sunday, September 4, 2011
Tell to Win Book Thoughts
Tell to Win by Peter Guber is a must read for anyone who uses stories in business. And if you are in business you should be using stories so it really is a must read for anyone in business.
Each chapter in Tell to Win demonstrates an important story point. Guber first states the point and then tells several stories to reinforce his message. Then at the end of each chapter he lists several ahha bullets from the chapter.
While these summaries can aid research after reading the book I find my highlighting and chapter notes more useful. Is it because we see and need different things from each chapter? Or is it his summaries don't tie to the stories close enough for me and the way I interpreted the story? No matter, by giving the bullets and statements AND the stories Guber has covered different teaching methods thereby speaking to a wider audience then a single method would. Using the different types of stories does the same thing.
As you put together your next presentation or marketing story think about that - use different stories or methods of teaching to convey your message.
Each chapter in Tell to Win demonstrates an important story point. Guber first states the point and then tells several stories to reinforce his message. Then at the end of each chapter he lists several ahha bullets from the chapter.
While these summaries can aid research after reading the book I find my highlighting and chapter notes more useful. Is it because we see and need different things from each chapter? Or is it his summaries don't tie to the stories close enough for me and the way I interpreted the story? No matter, by giving the bullets and statements AND the stories Guber has covered different teaching methods thereby speaking to a wider audience then a single method would. Using the different types of stories does the same thing.
As you put together your next presentation or marketing story think about that - use different stories or methods of teaching to convey your message.
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