Business storytelling fails all the time. The secret to success, while simple, proves critical to success: a storytelling map. Learn Erin Feldman's tricks for developing your own map and writing stories that capture attention and produce business leads. 1. We’ve told stories from the beginning. Stories help us make sense of the world and our place in it. We’re hardwired for story, from cave paintings to the latest Marvel film. Stories let us escape, teach us lessons, and leave a record. 2. Stories cut through the clutter. They stand out in a TV commercial or tweet. 3. Stories capture emotions. People don't respond to dry data; they respond to stories. They make purchasing decisions with their emotions first and their brains second. 4. Stories motivate people to act and get involved. 5. Stories remove barriers to entry. People won’t invite a smarmy salesperson in the door, but a storyteller? They’ll get out the tea and biscuits. 6. Stories go horribly wrong for a variety of reasons, but these are some of the common culprits. b. Pushing products c. Being inauthentic d. Using out-of-date, unverified, or untrue data e. Employing jargon, clichés, et cetera f. Telling irrelevant stories g. Relying on “standard” stories 7. Getting the story right requires a map. You have one with the five Ws and H. a. Who’s in your audience? b. What makes you unique from all the other “unicorns”? Is it customer service? Employee morale? Dedication to innovation? c. Why do you do what you do? Why this product or service and not that one? d. Where and how should you tell the story? A couple of options: website copy, company blog, video, podcasts, photography, social media, et cetera. e. When should you tell the story? Answer: Think "evergreen" and seasonal. 8. Build your story skeleton, using the answers given to the questions above. Then, create a brief that spells out audience, tone, and purpose. 9. Publish the story. 10. Assess, refine, and repeat.

1. GOING ON A STORY HUNT
How to Build a Storytelling Map for Your Business

2. Why Storytelling?

3. Stories Cut through the Clutter

4. Stories Capture People’s Emotions

5. Stories Motivate People to Act

6. Stories Remove Barriers

7. Stories Gone Wrong
• Stories go wrong for
many reasons, but these
six are common culprits.
• Pushing products
• Being inauthentic
• Using out-of-date,
unverified, or untrue data
• Employing jargon, clichés,
et cetera
• Telling irrelevant stories
• Creating controversy for
the sake of “buzz”

8. Get the Story Right

9. Who

10. Brand Example: AirBnb

11. What

12. Brand Example: General Electric

13. Why

14. Brand Example: First Round

15. How & Where
• Should I tell my story
with words, vocals, or
visuals?

16. How & Where
• Where should I tell my
story?
• Website Content
• Company Blog
• Video
• Podcasts
• Social Media

17. Brand Example: IKEA

18. When

19. Brand Example: HBR

20. Build a Story Skeleton
• Audience
• Person and Tone
• Purpose
• Business Objective(s)
• Outline

21. Publish the Story

22. Assess, Refine, Repeat

23. Erin Feldman is Write Right
Digital Marketing Strategy
Content Writing and Editing
http://www.writerightwords.com