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StoryTelling
storytelling techniques
1
As
Access
1
As
Access

Some of the best narratives come from an unfiltered look behind the curtain.

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2
In
Incongruent
2
In
Incongruent

To see or read something that appears out of place grabs attention. The mind strives to reconcile, “what the hell?”

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3
Fa
Failure
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Fa
Failure

No failure, no drama. Virtually all movies and novels depict something going awry.

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4
Cv
Conversational
4
Cv
Conversational

Talk and write like a real human being. You can do it!

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5
AC
Atomized Content
5
AC
Atomized Content

Packaging bite-­size chunks of a story often resonate with journalists.

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6
Ow
Outward
6
Ow
Outward

The opposite of “Me, me, me … and here’s a little more on me.”

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7
Sm
Sausage Making
7
Sm
Sausage Making

Sometimes, a backstory on how something happens is more interesting than the core narrative.

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8
Qa
Quantification
8
Qa
Quantification

Everyone likes to keep score. Numbers can bring shape to the intangible.

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9
Op
Opinion
9
Op
Opinion

Nothing bores like the middle of the road, often viewed by execs as a safe harbor. Have a take.

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10
Wo
Words
10
Wo
Words

Words matter. A single word amidst a vanilla page can jar the senses.

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12
Cx
Context
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Co
Contrast
13
Co
Contrast

Comparisons – like the difference between “what was” and “what is” – can help the audience ascertain significance.

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14
Vi
Visual
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Vi
Visual

Even if a picture isn’t worth 1,000 words, visuals accentuate storytelling.

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15
Hu
Humanity
15
Hu
Humanity

Faces dominate the covers of business magazines for a reason. Cultivate human touch points in your storytelling.

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16
An
anecdote
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An
Anecdote

Underutilized in business communications, the anecdote brings realness and entertainment value to the story.

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17
Le
Levity
17
Le
Levity

Considered the killer app in business storytelling, the mere cracking of a smile is a win.

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18
Dr
Drama
18
Dr
Drama

Business storytelling with an entertainment dimension stands out. Enter drama, stage left.

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19
Pr
Protagonist
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Pr
Protagonist

Transform an executive into a hero, and you’ve got the makings of a happy ending (and a brand-­building moment).

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20
Ba
Barrier
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Ba
Barrier

Here’s one surefire way to cultivate drama: Communicate a barrier and tease out the journey of overcoming that barrier.

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21
Vo
Voice
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Vo
Voice

A distinctive voice can elevate a business story, whether that comes from the company or an individual.

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Genius Storytelling Techniques from the American Chemical Society

Genius Storytelling Techniques from the American Chemical Society

That’s right.
The same folks who publish “the molecule of the week” and find humor in the periodic table have cracked the mainstream with storytelling techniques worthy of a big brand.

Before jumping to the tactic, it’s useful to rewind the tape to Nov. 27, 2013. That’s when the Los Angeles County court sided with the fine citizens of Irwindale and ordered Sriracha to cease operations until they could figure out a way to stop that dreadful odor emanating from the factory.

 

 

As I wrote back in 2012, here’s a brand that says the hell with branding and it works. In spite of snafu with its Irwindale factory, Sriracha has enjoyed an ever-expanding public profile. In the Google Trends chart below, you can how searches on [sriracha] started climbing roughly four years ago.

 

 

The Nov. 27 court order triggered the biggest spike on the chart. Regardless, Sriracha’s public profile continues to push up and to the right largely driven by popularity that transcends the foodies.

Which brings us back to the American Chemical Society.

The ACS PR smelled a PR opportunity – can’t resist a bad pun – to leverage Sriracha in reaching a mass audience. While they couldn’t predict when Sriracha would be in the news again, they recognized that the power of the Sriracha brand guaranteed a steady of stream of media coverage. And by explaining in plain language the science behind the sauce and the reaction from one’s taste buds in a video, the ACS stood to insert its voice into future Sriracha stories.

YouTube / Reactions – via Iframely

OK, that’s not exactly true.

The video created by the ACS delivers this ditty on the chemistry behind Sriracha:

“ Inside the red chilies is a group of molecules called capsaicinoids. Within this Group, two molecules pack up to 95 percent of the blistering punch, capsaicin and dihyrdocapsaicin. These two molecules trigger the TRPV1 receptor protein in the mouth which usually responds to scorching temperatures above 109 degrees Fahrenheit; thus, causing the spicy hot sensation. Then the body responds to the capsaicins burned by releasing a pain-killing endorphin rush kind of like what a jogger experiences after a long run.”

While not exactly language for the technically challenged, the storytelling techniques in the video and underlying PR strategy worked. Numerous media properties including NPR, The Atlantic and USA Today published stories on the video. Plus, the evergreen quality of the video means continued exposure for the ACS as we saw this month with Sriracha once again in the media for that smelly Irwindale factor.

One final comment on the ACS video –

After explaining how the chemical makeup preserves Sriracha even without refrigeration, the video calls out this information as useless:

“ … because as far as we understand, it’s impossible for a bottle of Sriracha to go bad without eating it all because again, it goes good on absolutely everything.”

While no one enjoys a language tug of war more than I do, the ACS should probably steer clear of double entendres.

Still, levity in storytelling does make for a potent formula.

Irish Fans Bring Contrarian Storytelling to the Euro Cup

Playing a quick game of word association with European soccer fans conjures words like hooligans, violence and racism.

When my family lived in the UK, my youngest son and I took in a match between West Ham and Liverpool at storied Anfield.

The section for the West Ham supporters was literally wired off with police on both sides to prevent mayhem. I had no clue that supporters of the visiting team needed protection (literally).

Needless to say, European soccer has a long history of out-of-control fans.

That’s what makes the happenings around the Irish fans at the Euro Cup so utterly astonishing.

They’re doing the opposite as they attend matches — enjoy a drink (or two) and pass the time.

Playful.

Not taking themselves seriously.

I’ve captured a cross section of the Irish fans at their best in the following videos, each with a touch of levity.

Song for a Nun

If you’re going to sing to a nun, you need the appropriate tune. The Irish contingent does a beautiful job of rocking “Our Father.”

What Do You Get When You Mix the Swiss and the Irish?

Of course, they joined forces to belt out Dancing Queen by Abba.

Lullaby for a Baby

That’s right. This Bordeaux train finds our Irish friends singing lullabies to a French baby, first “Twinkle Twinkle Little Star” followed by a rendition of “Hush Little Baby.” They even go a step further hushing their fellow travelers to be quiet, “We’ve got a baby on board.”

Riffing on a Cliché with the Swedish

After tying Sweden in the group play opener, the Irish improvise and invent the song, “Go Home to Your Sexy Wives.”

Apparently Frankie Valli Sells Well In Ireland

I think this the most popular bit with well over 2 million views. The Irish surround a French girl and proceed to serenade her with “Can’t Take My Eyes Off Of You.”

Cheers to the Irish, who will be going home to their own ____________ wives (leave it with you to fill in the adjective) after losing to France on Sunday.