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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
3
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
13
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
14
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
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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
20
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
21
Vo
Voice

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

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Who Moved My Story?

Who Moved My Story?

Dear “Who Moved My Story,”

I’ve been there.

You’re there now.

Every human being who writes for a company as part of communicating to the outside world has experienced the frustration of seeing his or her copy pruned again and again … and again.

Forget trying to humanize the narrative. You’d be happy if the finalized copy sounded better than an FTC complaint form.

Before going further, I would be remiss if I didn’t address your use of the verb “mutilate.” Yes, the boss has wrecked your copy. One might even say the boss has neutered your copy. But “mutilated” brings with it a premeditated act to mangle beyond recognition. In the spirit of being fair, the action is not premeditated. The boss, however misguided, genuinely believes the changes improve the copy.

Good.

Glad we got that squared away.

Moving along –

The dynamic described in your letter is a tricky one. Let’s start with what the pros from the world of TQC (total quality control) would call “root cause”: Why do the stakeholders who approve your copy exhaust so much energy suffocating the conversational language?

There’s no easy answer to this question.

For the over-40 crowd – I’m in this club, so it pains me to say this – many have been grounded in “me marketing,” convinced the narrative should espouse only the virtues of the company.  Some believe audiences compartmentalize, so leave the entertaining to Steven Spielberg and his ilk. Others are simply risk-averse. God forbid you deviate from the corporate-speak handbook, twisting a cliché or crafting a half-way interesting participle. Even a touch of emotion in business communications can scare the beezeezus (and other “stuff”) out of many with sign-off power.

Regardless of your situation, do not feel defeated.

I appreciate this is a tough one. Watching your creative scrubbed week after week after bloody week, it’s easy to tumble into the trap of “delivering what people want” as opposed to what will make a difference. Don’t give in.

The time has come to fight for your storytelling. This doesn’t mean that every line must become the Battle of the Bulge (which didn’t turn out so well for Allied forces). Especially in the early going, pick the spots where you feel very strongly that your path is the right path.

Use these interactions as an opportunity to educate your stakeholders. Share the context that frames your thinking. Even stakeholders from the old school recognize that communicating the same points the same way as your competitors is wrong. Let them read for themselves, again with context, how you’re striving for a differentiated voice.

More than logic, emotion must also be part of these discussions. Allow your passion to come to the fore. Strength of conviction can often be the most persuasive way to win someone over. I don’t know about you, but I’ve been called worse things than obstinate.

That’s half of the equation.

The other half calls for the person who oversees the content creation, the CMO or VP of marketing or perhaps the director of creative services, to champion the storytelling cause with the stakeholders who control copy signoff. He or she should be meeting with individual stakeholders, explaining the “why” behind the storytelling mentality. There will also be times when it makes sense for the content boss to join you in talking with stakeholders, to hear first-hand what you’re up against.

Look, there’s no magic wand that with a single wave everyone lands on the storytelling bandwagon. Like any form of diplomacy, it takes time and a series of interactions – and even then you’ll have one or two stakeholders who refuse to budge.

That’s OK. Don’t allow them to intrude on your happily ever after.

Accentuate the positives.

Celebrate your victories.

Be brave.

Your writing deserves it.

Sincerely,

Lou

You Don’t Need New Hampshire to Find Your Voice

After Hillary Clinton won the New Hampshire primary back in 2008, she stood at the podium and uttered the words, “I found my own voice.”

“Voice” is tricky.

It’s always there.

Yet, it can be tougher to find than Waldo in bad lighting. And when you do find it, success is not guaranteed. (Just ask Hillary.)

Anyone standing on a communications pulpit yearns to be described by qualities such as insightful, entertaining, helpful, amusing, witty, pure, empathetic, engaged and committed. Voice goes a long a way toward determining whether others view your pulpit as worth their time.

I’m not just referring to politicians. The same holds true for entertainers, leaders and your garden-variety writers.

After blogging at the intersection of storytelling techniques, digital communications and PR for precisely five years and one day – yesterday, July 10, 2008 marked the publishing of my first post – I’ve been thinking about the journey in shaping my own voice.  I gain satisfaction from a sense of discovery, teaching and advocating. If I can manage to conjure a touch of levity, all the better.

Of course, none of this matters if no one is paying attention. Obviously, sensationalism and polarizing voices sell. How else do you explain the popularity of Howard Stern and Rush Limbaugh?

Regarding my own voice, I’m sure some have found a post (or two) to be snarky. While I’d prefer to stay out of the snarky quadrant, it’s inevitable that between a strong point of view and a bent sense of humor, I will periodically push things too far. Hopefully, I never come across as mean-spirited.

Even without applause emanating from New Hampshire, I’d like to think 466 posts have honed a voice I can call my own.

It starts with a belief that there should be a fun dimension to business and specifically communications. Bringing forth the absurdity in communications plays into this. And I do enjoy a good language tug-of-war.

I think my mom put it best, “You were a smart ass as a child. I thought you would grow out of it.”

For those who have taken the time to drop by my neighborhood, thank you.

It’s no fun taking a journey by yourself.