Presented on February 27, 2014 for Greater Langley Chamber of Commerce members, this presentation answers the following questions: Why tell stories? What is a story? How do I tell stories effectively? Presenter and owner of Wordcraft Corporate Storytelling Co. Eric Reynolds offers insight into everything from high-level strategy to handy DIY marketing tools. For more information email wordcraft@corporatestorytelling.ca

3. “The single biggest problem in
communication is the illusion that it has
taken place.”
- George Bernard Shaw
“And God said. . .”
- Genesis 1:3

4. Why tell
stories?
What is a
story?
How do I
tell stories?

6. Why tell stories?
• Brand
– Stories are “easier for people to
learn, remember, and share with others.”
– John Walsh
– Every interaction is your brand
• SEO
– You‟re being searched for online
– Hummingbird: Google algorithm

7. Helpful tools

8. • Thinglink.com
– Pinterest on steroids
– Hyperlinked images
• Conduit.com
– DIY mobile apps
– Cut $10,000 down to $1,000/yr

9. What is a story?
Plot
Character
(Crisis?)
(Hero?)
Choice
Not a
list!
“Choice the most
fundamental
building block of
story.”
- Robert McKee in
Story hinge on

10. Helpful questions to consider:
1. Voice (Who are you?)
What is your organization‟s vision? What is your
personality? What are some measures of success? What
are your beliefs or values? What is your mission?
2. Audience (Who are they?)
Demographics? Psychographics? Ask the market what to
market
3. Purpose (What is the point?)
What is the call to action? Change or enhance what
consumer behavior? Is it consistent with the mission? Is
there an omnipresent option?

11. How do I tell stories?
1. Select a story
2. Push through the story
3. Envision the scene with presentday feelings and concerns
4. Tell the story from the view of
someone at the scene
5. Establish the story‟s central truth
6. Find a memory hook
7. Tell a story within a story
8. Plan your first words
9. Know how the story ends
10. Research the facts
11. Eliminate needless detail
12. Add description to the story
13. Include audience participation
14. Arrange practice audiences

14. More helpful
tools

15. • Basecamp.com
– Project management made easy
• Hubspot.com
– Free writing resources

16. Building Blogs for B-to-B
Beneficiaries:
• Print
• Social Media
• Internal
• External
1.
2.
3.
4.
5.
6.
7.
8.
9.
Generate content ideas
Show don‟t sell
Avoid „link bait‟
Get your entire company on board
Recruit outside talent
Create catchy yet concise headlines
Be SEO-savvy
Think quality over quantity
Integrate blogs with other campaigns

17. What‟s
next?