Getting Goosebumps by Adams Bryan & Hazlehurst Dave

Author:Adams, Bryan & Hazlehurst, Dave
Language: eng
Format: epub
Publisher: Wordscapes
Published: 2015-06-21T16:00:00+00:00

Below are six tangible points that translate well into a great technique for storytelling for business.

1. Be empathetic

Can you explain your message better from your audience’s perspective? Hollywood scriptwriters make you live and breathe their story at every step. The empathy created helps your audience identify with the story and therefore, better engages them.

2. Make your customer the hero

Taking Hollywood as a prime example of storytelling to sell – they do one thing very, very well. They put you at the heart of the action and use ‘reflection characters’ to play alongside the hero. They serve to highlight certain characteristics in the main character and support them through their journey. But who is the hero in your story? It’s not your brand or service – you’re the reflection character. Your customer is the hero. Your product or service is simply the aid to solving their problem or issue.

3. Write for your audience

Use your knowledge about your customer’s persona to write stories that resonate with them and appeal directly to their emotions. A great story could be lost on your audience if it isn’t tailored to their needs, interests and desires.

4. Grab their attention straight away

Hollywood stories keep us hooked from the first couple of seconds – your stories need to do the same. In a world where attention-spans are short you need to make sure you grab your audience’s attention from the off.

5. Hook them in and continue the story

Just as Hollywood movies tend to come in instalments, so too should your company’s offerings to its customers. From the initial offer, the story must flow, each time providing an upgrade – you cannot be a one-hit wonder. If you want to survive online, you have to build a community and keep it alive.

6. Finally...

Every time you create a story, leave your audience wanting more. Your follow-up should not simply be expected, but anticipated. Try outlining a story based on one of your products or services using the Hollywood storytelling tricks above. Remember your customer should always be the hero in your story, your product or service should be the solution to their problem. Try using the one of the customer personas that you created in chapter 3 as the central character in your story. Remember to think about pathos, ethos and logos and how these can combine to create goosebumps. Fill out the stages on the next page or download your own printable version by visiting

www.ph-creative.com/Chapter5Resources

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