the art + science of using stories to influence decisions
DESCRIPTION
Stories. They’ve been around as long as humans have walked the earth. Should you use them in your content? Yes. That’s easy. The hard part? Deciding when and how to use stories to influence what your customers decide. Help is here from two surprising sources: the ancient art of rhetoric and the modern science of psychology.TRANSCRIPT
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the ART + SCIENCE of using STORIES to influence DECISIONS
COLLEEN JONES, Principal | content-science.com
MIMA SUMMIT
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FACT!
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time on time on
≤
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what are people DOING with all that time online?
MAKING DECISIONS
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content = HUGE chance to influence
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3 WAYS STORIES INFLUENCE DECISIONS
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WARNING! ANALYSIS
AHEAD!
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EMOTION + LOGIC
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IDENTIFICATION
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AMPLIFICATION
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WHEN 2 USE (+ NOT USE )
STORIES
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When you're telling these little stories? Here's a good idea—HAVE A POINT.
“
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start with phases of influencing a decision…
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION
2. BECOME LIKED + TRUSTED
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TIP! stories work best in 1 + 2
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION longer + deeper
stories!
attention-getting
stories!
instruction!
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TIP! stories work best in 1 + 2
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION why!
what!
how!
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TIP! connect the phases
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION
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2 GOOD EXAMPLES
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raising awareness
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becoming liked + trusted
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3 BAD, BAD EXAMPLES
(don’t do this, please)!
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NOT considering the source
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trying to make a short story looooong
We’re a huge corporation. We want a BIG website that “tells the story” of our
environmental initiatives. We think that will engage people again + again + again...
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NOT connecting to relevant action
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WAYS 2 INNOVATE
STORYTELLING
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use a variety of content types
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emphasize best content type to tell the story
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encourage participation in the story
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encourage participation in the story
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become part of the story
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checklist @leenjones WHY use stories
• To appeal to logic + emotion in a memorable way. • To help customers identify with you. • To amplify a key message, point, or promise.
WHEN to use stories
• When raising awareness about you or something you’re offering. • When deepening relationships with customers so they like + trust you / your offering.
HOW to use stories
• Use short, shallow stories for raising awareness.
• Use longer, deeper stories for becoming liked and trusted.
• Connect stories to a relevant point and to taking a relevant action. • Consider telling the story through varied content types + making stories participatory.
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YOUR STORY?
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QUESTIONS?
COLLEEN JONES, Principal | content-science.com
MIMA SUMMIT