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What’s In a Story?
Web Expo 2013
#webexpo
@marsinthestars
My Story

@marsinthestars

I wanted to be a writer
when I was little.
@marsinthestars

The Ant and the Grasshopper
@marsinthestars

In a field one summer's day a Grasshopper
was hopping about, chirping and singing to
its heart's content.
@marsinthestars

An Ant passed by, bearing along with great
toil an ear of corn he was taking to the nest.
@marsinthestars

"Why not come and chat with me," said the
Grasshopper, "instead of toiling and moiling
in that way?"
@marsinthestars

"I am helping to lay up food for the winter,"
said the Ant, "and recommend you to do the
same."
@marsinthestars

"Why bother about winter?" said the
Grasshopper; "We have got plenty of food at
present." But the Ant went on its way and
continued its toil.
@marsinthestars

When the winter came the Grasshopper had
no food and found itself dying of hunger while it saw the ants distributing every day
corn and grain from
the stores they had
collected in
the summer.
@marsinthestars

Then the Grasshopper knew: It is best to
prepare for days of need.
@marsinthestars

Stories are memorable
A World of Grasshoppers

2000: Average attention
span of 12 seconds.

@marsinthestars

2012: Average attention
span of 8 seconds.
@marsinthestars

A World of Grasshoppers
@marsinthestars

A World of Grasshoppers
@marsinthestars

A World of Grasshoppers
@marsinthestars

Size matters not
@marsinthestars

In many cases,
long copy has proven
more effective than
short copy.
@marsinthestars

The Long and the Short of it
@marsinthestars

The Long and the Short of it
@marsinthestars

The Long and the Short of it
It didn’t work because
the content was
longer.
It worked because the
content was better.

@marsinthestars

The Long and the Short of it
@marsinthestars

The Long and the Short of it
@marsinthestars

Stories are engaging
@marsinthestars

“In reality, you cannot
have a page that’s too
long – only one that’s
too boring.”
- Conversion Rate Experts
@marsinthestars

“Sit on a hot stove for a
minute and it seems like an
hour. Sit next to a pretty girl
for an hour, and it seems
like a minute. That’s
relativity.” –Albert Einstein
You are here

@marsinthestars

The Long and the Short of it
The Ant and the Grasshopper

2. Sometimes we need to do
things that aren’t very fun.
3. Plan ahead, like the ant,
and you won’t starve.

@marsinthestars

1. Hard work pays off.
@marsinthestars

Stories are Meaningful
@marsinthestars

"Fiction, because it is not
about somebody who actually
lived in the real world,
always has the possibility of
being about ourself.”
- Orson Scott Card
@marsinthestars

Stories are meaningful
@marsinthestars

Hard work pays off.
@marsinthestars

The grasshopper
learned that hard work
pays off.
@marsinthestars

Seeing the ant’s
happiness, the
grasshopper learned
that hard work pays off.
@marsinthestars

After playing all summer
and nearly starving, and
seeing the ant’s
happiness, the
grasshopper learned that
hard work pays off.
@marsinthestars

Stories are Memorable
@marsinthestars

Basecamp organizes
projects.
@marsinthestars

For thousands of
companies, Basecamp
organizes projects.
@marsinthestars

When they need it, for
thousands of
companies, Basecamp
organizes projects.
@marsinthestars

Like a mountaineer’s
Sherpa when they need
it, for thousands of
companies, Basecamp
organizes projects.
@marsinthestars

Why do stories stick?
@marsinthestars
History of Storytelling
Storytelling
Oral traditions
Fairy tales

Visions and Prophesies

Myths and Legends
Connection
Creative direction
Lessons
Marketing
Education
Text and visuals
Branding
Communication
Content Strategy

@marsinthestars

Fables
@marsinthestars

History of Storytelling
@marsinthestars

History of Storytelling
• Explains the
origin of women.
• Explains personality
attributes.

@marsinthestars

History of Storytelling
• Explains why bad
things happen.
• Explains hope.

@marsinthestars

History of Storytelling
• Storytelling as
a peace
offering.

• Storytelling as
a means of
engagement.

@marsinthestars

History of Storytelling
History of Storytelling

• Storytelling is
influential.

• Storytelling is
memorable.

@marsinthestars

Emadeddin Baghi
Iranian Author
@marsinthestars

History of Storytelling
@marsinthestars

History of Storytelling
@marsinthestars

History of Storytelling
@marsinthestars

History of Storytelling
@marsinthestars

History of Storytelling
@marsinthestars

“People need stories
more than bread itself.
They tell us how to live,
and why.”
–Arabian Nights
Content Creators

@marsinthestars

Storytelling
Content Creators

• Research
• Establish the story
• Add details
• Distribute

@marsinthestars

We tell stories that can be READ. We:
@marsinthestars

Research
@marsinthestars

Research

It’s EVERYONE’s job!
Research

• Have conversations, not interviews

• Pay attention to vocabulary
• Identify patterns

@marsinthestars

• Good research = personalized
content!
The point of questions is
to hear what users have
to say. Their vocabulary is
just as important as their
answers.

@marsinthestars

Research
Share your own stories
– but only a few.
Remember the main
focus is on the user.

@marsinthestars

Research
Identify patterns.
Patterns are more
valuable than outliers.

@marsinthestars

Research
@marsinthestars

Establish the Story
@marsinthestars

Establish the Story
@marsinthestars

Establish the Story
Establish the Story

Middle: She meets the wolf, who
eats her and her grandmother.
End: The huntsman kills the wolf,
and Red Riding Hood lives happily
ever after with her grandmother.

@marsinthestars

Beginning: Little Red Riding Hood
wants to visit her grandmother.
Establish the Story

Middle: Joe buys the new Moto X
phone. He can work anywhere!
End: Joe leaves the office early, to
take his family on a picnic. They live
happily ever after.

@marsinthestars

Beginning: Joe wants to spend
more time with his family.
Establish the Story

Middle: On her recipe website, the
chicken recipes are bookmarked.
End: Sally makes a wonderful
dinner, repairing her relationship
with her mother-in-law.

@marsinthestars

Beginning: Sally needs a recipe to
make chicken.
@marsinthestars

Add Details
Add Details

Strangers  bears  a family
A story  a whole world

@marsinthestars

A person  a girl  Goldilocks
@marsinthestars

Add Details
@marsinthestars

Add Details
@marsinthestars

Distribute
Distribute
• First, learn where the audience is.
• Participate in their conversations.
• Advertise your product or service
where it helps.

@marsinthestars

• The goal: engage with the audience.
It doesn’t matter where
you market your content, so
long as you go where your
audience spends time.

@marsinthestars

Distribute
1.
2.
3.
4.
5.

Create a story
Personalize a story
Use different mediums
Interact with your audience
Trust

@marsinthestars

Next Steps
@marsinthestars

1. Create a story, and
build the brand around
that story. Tell a story
that shows the value of
your product.
@marsinthestars

2. Personalize the story
to your target
audience, based on
what you learn from
what they say.
@marsinthestars

3. Use different
mediums to help grow
the story. Go to the
places where your
users hang out.
@marsinthestars

4. Interact with your
audience. Bring them
your content, and help
them understand all of
its value.
@marsinthestars

5. Trust the story to
pull in the audience.
@marsinthestars

Thank you!

Marli Mesibov
marli.us
@marsinthestars

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