the return of storytelling vs. corporate speak
DESCRIPTION
Storytelling has become the “new black” in business communications. And for good reason. This deck shares some of the science and anecdotal evidence on why storytelling works. It also reminds us storytelling wins over corporate speak virtually every time (perhaps not in a quarterly earnings news release). All with a touch of levity.TRANSCRIPT
STORYTELLINGHAS BECOME THE
“NEWBLACK”
Adele LeBron JamesWarren Bu�ett President Obama
Everyone has jumped on the bandwagon
why?
facts, figures and promo copy
ONLYactivate THE PART of the brain
WHERE WE MAKE SENSE OF WORDS
Activated
Bulletpointshave the same effect
Activated
but this is your brainon legit storytelling
seriously, scientificstudies bear this out
BUT THIS ISYOUR BRAIN
ON LEGITSTORYTELLING
Rob Walker & Josh Glen bought tchotchkes likecreated stories around each one and resoldthe tchotchkes on eBay
As do unscientific studies
THE RESULTS
+No story
Story
STORYTELLING
= $1.29“Average Price”
Tchotchkes
Tchotchkes
+STORYT
ELLING
= $36.12“Average Price”
For the math challenged, that’sa 2,706% increase in value
We’re not claiming that
slapping a story on a product
automatically spikes the value.
GOODSTORYGOODSTORYGOODSTORY
just that...
Storytelling = Good Business
just that...
OK, my essay was done andsitting next to my cheeseburgerwhen the phone rang and …
Public Figures, Journalists and kids late with homeworkhave always shaped compelling narratives
just that...Most PR folks have not gotten the memo
1) Pitch reporter.
2) Use storytelling techniques.
3) Eat healthy.
memo
just that...
Which Comes Out in ComparingStorytelling to Corporate Speak
texture
just that...There’s a way to close this story with a
Just say to corporate speak
just that...
Gregg Morris curates the definitivestorytelling resource,
The experiment of crafting a story fortchotchkes is at
Three Terrific Articles on the ScienceBehind Storytelling + More (clickable)
Scientific American:“The Secrets of Storytelling”
The New York Times:“Your Brain on Fiction”
Lifehacker: “The Science of Storytelling”
just that...BTW, We Walk the Talk
Beyond applying storytelling techniques to our client campaigns, we o�er the following services: Storytelling Workshop (3 versions)Executive communications (emphasis on media)Internal communicationsEmployees for general communications Website Audit and RecommendationsAnalysis of storytelling in website content Corporate Blog WorkshopStorytelling + Technical
just that...
We also blog on storytelling through a business prism at www.IshmaelsCorner.com
just that...
Thanks for Taking the TimeASIA PACIFIC
Shingo Nomura +81 3 5159 2145 · snomura@ho�man.com
EUROPELuica Mak +44 20 3137 9480 · lmak@ho�man.com
NORTH AMERICAStephen Burkhart +1 (408) 286 2611 · sburkhart@ho�man.com
GLOBALLou Ho�man +1 (408) 286 2611 · lho�man@ho�man.com
www.ho�man.com