With our society’s extensive use of the internet, viral marketing has become an invaluable tool for movie marketing.
In recent years I think it’s safe to say The Dark Knight is the reigning champion for best viral marketing campaign which inspired activity from people all over the world. However, the greatest publicity stunt ever achieved goes all the way back to 1938, when Orson Welles’ radio broadcast of H.G. Wells novelWar of the Worlds created unparalleled panic and fear of a real alien invasion. Now, exactly 71 years later, the broadcast will return as a live stream brought to you by the upcoming film Me and Orson Wells.
The original broadcast aired as an episode of the American radio drama anthology series Mercury Theatre on the Air as part of their Halloween show. The first two thirds of the 60-minute broadcast were presented as a series of simulated news bulletins, which suggested to many listeners that an actual Martian invasion was in progress. Adding to the illusion of an invasion was that the program was a “sustaining show” which means it ran without commercial breaks, and thus created a certain amount of urgency and realism. Though many people were scared, there is still dissension amongst historians as to exactly how much panic and chaos resulted from the broadcast.
You can hear the original broadcast in its entirety right here or at waroftheworldstribute.com exactly 71 years later, to the minute, on Friday, October 30th at 8pm EST. So get some popcorn, gather up your family and friends, and see if Orson Welles’ famed broadcast still holds the weight and spook that came with it back in 1938. And despite using the broadcast for its own publicity, I really have to give credit to the Me and Orson Wells marketing team for incorporating such a timely, and clever use of Orson Welles historical influence on entertainment to do so. If you haven’t seen the trailer for that film yet, then check it out here.
Thank you to Ethan Anderton for writing this story on Oct 30th, 2009.
I’m happy to note and share for you the latest statistics highlighting the importance of internet marketing through shear online sales revenue throughout Australia. Nobody needs to point out the bargains, information and fun of shopping online. That’s obvious.
Internet marketing is definitely a fresh and cost effective marketing strategy whereby customers come to you.
Online shops can sell while you’re sleeping.
The global market is now only a simple click away.
Remaining effectively competitive in the minds of your potential clients requires a strong, strategic online presence.
It generates word of mouth excitement and raises revenue where it counts.
Published according to Mathew Pailthorpe, on a facebook groups page for the major Australian internet marketing and web design regulation body, the
Australian Interactive Media Industry Association (AIMIA) -
Around 6.7 million (37.9% of all Australians) bought a product or service online in the last 12 months
They spent a total of $23 billion
Online sales are expected to grow 9% annually by 2012
This is faster than sales from traditional stores
Research also shows half of Australian shoppers are going online before they go into a shop
If these statistics don’t convince you beyond all doubt to spruce up your internet marketing presence immediately, then I suppose it’s safe to conclude, good sense or solid statistics can’t help you or your business make real profits!!
Get the internet working for you today.
Looking forward to your email brief and to working together with you in the very very near future.
the advertising and marketing project problem illustrated
The Potential Project Problems Illustrated.
This hilarious and valuable illustration bumped into on stumbleupon, was initially drawn to depict the process of creating a specialised business software application, “The Project.” christopher copywriter thinks it works almost equally well for the business advertising and marketing communications equation. It’s helpful for those first time marketing and advertising clients to understand that we understand what sorts or issues can present themselves and that we know how to best avoid them. It makes helping you and your business all the merrier for everybody concerned.
The illustration runs miles for us to put into light relief, the potential issues, thoughts or hang ups which can sometimes arise through trying to communicate, evaluate, formulate and create on certain strategically envisioned projects. Christopher copywriter understands how important business messages can be forgotten or misconstrued. KISS. Keep It Short and Simple.
We make business communications as easy as ABC123. We’re always looking for easier ways of working. We don’t wish to enter into the abundant marketing sales hype, we strive to deliver very real solutions.
christopher copywriter writes your best possible sales stories for the best possible, cost effective mediums, time and time again.
The first illustration depicts what the client usually wants. Triple value work quantity and quality, for a reduced price. Even if the product and services provided don’t really suit the clients best requirements.
The second illustration, our job, shows us building a swing that doesn’t even work. Yes it looks good, but in practice it doesn’t achieve the required results. christopher copywriter copywriters, pride themselves on doing a good job, that truly sells, every single time, for every single client we take on and every single page that we write for them. That’s the foundation our business is building upon. Not some ricketly adhoc and misunderstood formula. We’re most happy to let our positive results speak for themselves. Being motivated by doing our best possible job. Not by other possible other motivations. We understand this will always show our “true value” in the big picture. It makes sense.
The third illustration. Sometimes the various in depth specialists and so called experts and extra researchers can analyse a problem to its own detriment. Crafting a solid written story and delivering it in the correct mediums, not just any old place, and in the correct manor, not just any old how – gets the marketing communications message most effectively across.
The sixth illustration shows our desire to PUT IT ALL IN WRITING. When working with us, feel completely free to send us all or any of your thoughts about the job in an email. We will send the same back to you. It helps us understand more about how you see the job. Or perhaps you’ll be happier if we simply deliver for you. Communicating with clients is always more helpful, for you and us.
The last illustration shows what was truly needed when everything extra was moved out of the equation. I might seem strange that this is often different from what people think is needed. The successful equation is both an art and science afterall.
christophercopywriter truly understands the marketing and advertising project process and gets on with giving you the top quality job you want and deserve.
These websites help your company network, advertise, learn, grow, recruit and more. christophercopywriter gets loads of hits everyday from our social media optimisation strategy and websites. These hits convert into work, valuable feedback, networking, sources of fresh marketing communications information and much much more.
(Please Note: If we’ve missed your favorite social media site or you know of others you love, we appreciate you letting us know. We will add it to this list.)
If your business limits its online presence to blogging, posting articles on article websites, advertising banners and search engine marketing it’s missing out. The Internet provides powerful networking opportunities that allow users to effectively target their audience by logging onto social media sites like LinkedIn, Digg, Facebook, Twitter and more. Take advantage of these tools by asserting your company’s presence online and reaching more potential customers, business partners, employees, likeminded peers and friends. With a little bit of copywriting and some ongoing maintanence you can reap the rewards for our diligence.
Share your favorite Websites and newsworthy articles with your business partners. They can comment and upload their own favorite articles and Websites. You can also create a member profile that directs traffic back to your company’s Web site. It also helps with your Websites rankings.
1. StumbleUpon: Open your online presence up to a whole new audience just by adding the StumbleUpon toolbar to your browser and “channel surfing” the Web. You’ll connect with friends and share your new Website discoveries,” as well as “meet people who have similar interests.” Fun. Fun. Fun.
2. Reddit: Upload stories and articles on Reddit to drive traffic to your site or blog. Submit items often so that you’ll gain a more loyal following and increase your online presence.
3. Del.icio.us: Social bookmark your way to better business with sites like del.icio.us, which invite users to organize and publicize interesting items through tagging and networking.
4. Digg: Digg has a massive following online because of its optimum usability. Visitors can submit and browse articles in categories like technology, business, entertainment, sports and more.
5. Technorati: If you want to increase your blog’s readership, consider registering it with Technorati, a network of blogs and writers that lists top stories in categories like Entertainment, Business and Technology.
6. Myspace: MySpace is a place for friends, for personal expression, for connecting with the world. You can alert all your friends at once with any length of blog entry. Now very popular for businesses too.
7. Ning: After hanging around the same social networks for a while, you may feel inspired to create your own, where you can bring together clients, vendors, customers and co-workers in a confidential, secure corner of the Web. Ning lets users design free social networks that they can share with anyone.
8. Squidoo: According to Squidoo, “everyone’s an expert on something. Share your knowledge!” Share your industry’s secrets by answering questions and designing a profile page to help other members.
9. Furl: Make Furl “your personal Web file” by bookmarking great sites and sharing them with other users by recommending links, commenting on articles and utilizing other fantastic features.
10. Tubearoo: This video network works like other social-bookmarking sites, except that it focuses on uploaded videos. Businesses can create and upload tutorials, commentaries and interviews with industry insiders to promote their own services.
11. WikiHow: Create a how-to guide or tutorial on wikiHow to share your company’s services with the public for free.
12. YouTube: From subjects like, “How to dribble a basketball,” to naughty party boy “Corey Delainey,” everyone has a video floating around on YouTube. Shoot a behind-the-scenes video from your company’s latest commercial or event to give customers and clients an idea of what you do each day and how you like to do it.
13. Ma.gnolia: Share your favorite sites with friends, colleagues and clients by organizing your bookmarks with Ma.gnolia. Clients will appreciate both your Internet-savviness and your ability to stay current and organized.
14. Propeller: A fun source of information on pretty much everything. Add your articles. Promote and demote others articles.
15. Kirsty: A colourful website for articles, features and information on life, the universe and everything.
16. Urlesque: A internet themed, video clip, article posting and sharing website.
17. Netvouz: Netvouz is a social bookmarking service that allows you to save your favorite links online and access them from any computer, wherever you are.
Professional Social Networking Sites.
Join these online networking communities as a company or individual and take full advantage of recruiting and client opportunities, cross-promotional events, the chance to help out and more.
18. LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
19. Facebook: Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.
20. MEETin.org: Once you’ve acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-face.
21. YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.
22. Xing: An account with networking site Xing can “open doors to thousands of companies.” Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to “find experts at the click of a button, market yourself in a professional context [and] open up new sales channels.”
23. Ecademy: Ecademy prides itself on “connecting business people” through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits.
24. Care2: Care2 isn’t just a networking community for professionals: It’s touted as “the global network for organizations and people who Care2 make a difference.” If your business is making efforts to go green, let others know by becoming a presence on this site.
25. Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.
26. Ryze: Ryze lets members organize contacts and friends; upcoming events; and even job, real-estate and roommate classifieds.
27. Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more.
28. Ziggs: Ziggs is “organizing and connecting people in a professional way.” Join groups and make contacts through your Ziggs account to increase your company’s presence online and further your own personal career.
29. Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.
30. NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You’ll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more.
31. Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.
32. Naymz: A search engine optimised professional networking site which ranks out of ten, ones professional reputation amongst reviews from ones peers and those who know you.
Niche Social Media Sites.
Consider linking up with one of these Social Media Websites to narrow down your business’s target audience. You’ll find other professionals, enthusiasts and consumers who are most likely already interested in what your company has to offer.
33. SEO TAGG: Stay on top of news from the Web marketing and SEO (search-engine optimization) industries by becoming an active member of this online community.
34. Pixel Groovy: Web workers will love Pixel Groovy, an open-source site that lets members submit and rate tutorials for Web 2.0, email and online-marketing issues.
35. Mixx: Mixx prides itself on being “your link to the Web content that really matters.” Submit and rate stories, photos and news to drive traffic to your own site. You’ll also meet others with similar interests.
36. Small Business Brief: When members post entrepreneur-related articles, a photo and a link to their profile appear, gaining you valuable exposure and legitimacy online.
37. Sphinn:Sphinn: Sphinn is an online forum and networking site for the Internet marketing crowd. Upload articles and guides from your blog to create interest in your own company or connect with other professionals for form new contacts.
38. BuzzFlash.net: This one-stop news resource is great for businesses that want to contribute articles on a variety of subjects, from the environment to politics to health.
39. HubSpot: HubSpot is another news site aimed at connecting business professionals.
40. Tweako: Gadget-minded computer geeks can network with each other on Tweako, a site that promotes information sharing for the technologically savvy.
General Social Media Sites.
The following social media Websites provide excellent opportunities for businesses to advertise; promote specials, events or services; and tend to feature published and knowledgeable employees.
41. Wikipedia: Besides creating your own business reference page on Wikipedia, you can connect with other users on Wikipedia’s Community Portal and at the village pump, where you’ll find conscientious professionals enthusiastic about news, business, research and more. Get creative.
42. Newsvine: Feature top employees by uploading their articles, studies or other news-related items to this site. A free account will also get you your own column and access to the Newsvine community.
43. 43 Things: This site bills itself as “the world’s most popular online goal setting community.” By publicizing your company’s goals and ambitions, you’ll gain a following of customers, investors and promoters who cheer you on as you achieve success.
44. Wetpaint: If you’re tired of blogs and generic Web sites, create your own wiki with Wetpaint to reach your audience and increase your company’s presence online. You can easily organize articles, contact information, photos and other information to promote your business.
45. Frappr: Embed a Frappr map and guestbook into your company’s Web page so that you can pinpoint exactly how users find your site, discover in real-time what they have to say about your company profile and services, and create an “interactive, fun and engaging” spot for visitors.
46. Yahoo! Answers: Start fielding Yahoo! users’ questions with this social-media Q&A service. Search for questions in your particular areas of expertise by clicking categories like Business & Finance, Health, News & Events and more. If you continue to dole out useful advice and link your answer to your company’s Web page, you’ll quickly gain a new following of curious customers.
Job Sites.
If you want to secure high-quality talent during your company’s next hiring spree, you’ll need to maintain a strong presence on popular job sites like the ones we’ve listed below.
47. Mycareer: A popular source of jobs for the job hunter in Australia. Owned by Fairfax media who bring us the Sydney Morning Herald everyday. Post your CV for recruiters to find. Get detailed personality type information.
48. SEEK: Australia’s #1 recruitment, career and employment site. It has special sections for 100k plus executives and offers helpful tools and job hunting sector statistics.
49. CollegeRecruiter.com: If your firm wants to hire promising entry-level employees, check CollegeRecuriter.com for candidates with college degrees.
50. Monster: Post often to separate your business from all the other big companies that use this site to advertise job openings.
51. Sologig: Top freelancers and contractors post résumés and look for work on this popular site.
52. AllFreelance.com: This site “offers self-employed small business owners links to freelance & work at home job boards, self-promotion tips” and more.
53. Freelance Switch Job Listings: Freelance Switch is the freelancer’s online mecca and boasts articles, resource toolboxes, valuable tips and a job board.
54. GoFreelance: Employers looking to boost their vendor base should check GoFreelance for professionals in the writing, design, editing and Web industries.
55. CareerBuilder.com: Reach millions of candidates by posting jobs on this must-visit site.
56. Career Journal: The Wall Street Journal’s Career Journal attracts well-educated professionals who are at the top of their game. Post a job or search résumés here.
Gary Vaynerchuk, gets inspirational on creating your own brand using social media optimisation at Web 2.0 Expo.
Looking at the big picture, Gary describes how you need to be working on the thing you love the most – it sounds obvious, but that’s where your real passion comes from. That’s where you’re going to be the best you can be.
He shares how to get where you have to go it’s 90% perspiration and 10% inspiration.
He says that you have to connect to all your customers through all the social media websites available, because that’s where all your clients are.
Gary is a great proponent for being authentic and giving up wasting time watching your bloody television.
Gary Vaynerchuck, watch him. Have a think and enjoy.
This clip is soooo funny.. I know you have a sense of humor..
But this is definitely how 95% of clients think and talk.. But we wouldn’t talk to a client like that graphic designing robot, we don’t even think like this, but fair’s fair all the same.. Experience and talent is sooo important for a great job, which really sells..
While this is for graphic designers, the same applies to marketing, publicity and copywriting. People think they can get an understanding on how we do things, but we have to warn them there’s a lot more to know then initially meets the eye. It’s our job to make it look simple but it’s taken years of practice and a definite positive creative and empathetic aptitude.
If you want an amazing job, simply leave it to us.. Trust and we’ll help make your business grow! That’s what we get off on…
The media, advertising and marketing landscape is a very funny and fascinating space. Different opinions come fast and thick, society is always changing and truly unique skills, requiring memorable, effective and long lasting copywriting concepts and ideas and water tight, timely storylines (both visual and verbal) – are often sadly far and few between. It all seems, at least on the surface, to be sooo subjective, too random. Everybody thinks they can write. Yet there is a very scientific methodology to the art, science and psychology of great copywriting.
Out of the thousands of ads and marketing materials produced in Australia and abroard every year, loads of it will be forgotten by the end of the year. For oodles of reasons the story (and the stories images) don’t stick strongly enough in the minds of consumers. The idea might for a day or a week, but not for a month or a year. If you think about those special ads you remember from ten years ago. They’re still there spinning conciously through your minds eye. People still sing them walking down a Sydney street. Your product remains remembered, long after the campaign is over. Talk about value for money! Overall, it’s somewhat sad the best effective copywriting is really only a tiny tip of the whole advertising and marketing copywriting iceberg. It really should be bigger.
Just as christopher copywriter lifts the lid here on our blog on the power of your company story and it’s effective delivery to the correct channels, it seems lately everybody has been gasping to say something meaningful about the deepest and most effective method of advertising and marketing – story telling.
In a print story written by business journalist Jenny Dillon, for Sydney’s Daily Telegraph, on the 10th of August titled, “New marketing era can work real tweet,” Jenny interviews Cybershack boss, Charlie Brown about helping your business florish by cleverly using social networking sites. It was almost as if we wrote the interview ourselves. The content and many key and poignant phrases seemingly lifted directly from either our copywritingpublicrelationsadvertisingmarketingsydney.com blog or from our website www.christophercopywriter.com.
“You can use these channels to tell a story….others are not doing it very well, their information is boring, not exciting,” explains Mr Brown. Thank your god or some other great spirit for christophercopywriter. We’re your company copywriting stories professionals.
We’re happy to announce, blogger and copywriter at Netregistry, Jonathan Crossfield, has also posted today an entry expounding the virtues of the power of story telling to your advertising and marketing. Our complements are flowing in…
“Yet too often we see pieces of writing or marketing ideas that are the equivalent of just pushing words around or playing with neat designs or online gimmicks without that strong idea and message underneath. If the story is strong enough, the medium no longer matters. A good story will be powerful and emotive whether conveyed in a book, on screen, in a marketing pamphlet or even in sand. Don’t get blinded by the medium and forget the story underneath,” wrote Jonathan.
Is it true, the best people get the best jobs and work for the largest, longest running and loudest companies? What of, “It’s not what you know, but who you know.” It’s possible somewhat almost adequate people, get great jobs because they know the right people. Your marketing and advertising is always going to be better written and imagined by a great story teller. But how do we know if your copywriter is great, or just ok?
We love it when fellow professionals understand, appreciate and adopt christopher copywriter ’s effective marketing and advertising methods and strategy and even better when they adopt or hedge around exactly how we communicate them. We don’t have a choice but to love it! It happens to us often! It’s the ultimate complement for any writer, copywriter, marketing guru or speaker. It’s just one other way we’re showen that it’s us, at christopher copywriter who has the true creative skills required to pull off the memorable, top quality and great value for money advertising and marketing gigs… No baloney.
Some people write to sell, and other people write to tell stories in novels and film. Pretty cut and dry, right?
A copywriter is the selling type… she uses her talents to promote a person, place, thing, or idea. That copywriter chooses words to make the subject look and sound great so that a desired action happens. It’s all about marketing, sales, and conversions.
But great copywriters are also storytellers.
A History Worth Telling
Storytellers have existed since the dawn of humankind. Cave dwellers told stories of their hunt or the discovery of a good location to set up camp. Villagers told stories of their neighbors or shared rumors that instilled fear and witch hunts. Churches and druids told stories to guide people and lead them on the path of good or evil.
Around fires that warmed chilled hands, Vikings told stories of conquests and battles. Children told stories to share their dreams (or to escape a whipping). Jesters told stories to kings, breaking the monotony and encouraging a laugh.
Modern-Day Storytelling
Even today, stories surround us. The television tells stories of the plights of people in other countries. Movies tell stories to entertain and challenge us. Novelists tell stories to help people escape and relax.
A good story grabs anyone’s attention. We love stories. We listen to the tale and imagine everything in our mind’s eye. We experience emotion and are compelled to take action because of the stories we hear.
As a copywriter, if you can perk a reader’s interest with a good story, you have it made. You can increase those sales and get people talking about a product or a service. You can instill trust and project credibility. You can stir up commitment and encourage action in a specific direction.
You can get people talking. Your story creates more stories, and these people spread the word to everyone. Word of mouth is the best kind of promotion there is, after all.
Where to Use Storytelling
Think there’s no storytelling in copywriting? Think again. Long sales copy uses stories, playing on people’s fears and emotions, reaching out to show them how they can solve their problems with the solution you offer.
Press releases use stories, too. Journalists pick up on stories that are worth repeating. They spread the news and talk over events that happen in the world around us.
Case studies are stories about people’s lives, and how they were affected. Textbooks use stories and examples to enhance learning and show students real life applications.
Entire websites can be stories too. The About Us page is a great place to start. The Home page of any site tells a story too (and if it doesn’t, it probably isn’t doing very well in the conversion department).
Each page leads a reader from one story to another:
Who these people are.
How these people can help.
Why you need these people.
Why you should buy.
It’s All About the Story
Storytelling allows you to prick the interest of prospects who might not otherwise stop to read. Invite them in. Have them sit down. Get them intrigued in what comes next. Build the anticipation. Touch their minds. Evoke their emotions. Touch their hearts.
Learn to find that spark of storytelling and use it to light up your copy. Twine the tale around your words, and see if it doesn’t have positive effects on the results.
Creativity isn’t just for fiction writers, and strategic storytelling can produce spectacular sales results. If you lack a good story, you’re less likely to create copy that converts and more likely to waste time and money.
And that’s not a story you or your client wants to hear.
This wonderful little article written by Jack Keen and published recently on www.cio.com is essential reading for every business person, from the start up company to global CEO’s alike.
Good business cases are calculated based on numbers, but they are approved based on stories. My favorite example is the business case created for a notoriously penny-pinching founder and chairman of a billion-dollar services company. All the numbers shouted savings. But what sold the aging chairman was the CFO’s pitch that spending money on better human resources systems would return his faltering firm to its former glory.
ROI numbers, no matter how compelling, won’t speak for themselves. It’s up to you to explain what they mean to enterprise visions and goals. Sure, the new inventory system will provide a 110 percent ROI by helping to control warehouse costs and boost production efficiency. But what the CEO really wants to hear is that it will make the company a more irresistible supplier to key accounts.
Clever storytelling is one of the quickest and most effective ways to gain executive understanding, buy-in and funding. It also helps attract support and cooperation from reluctant users during project implementation and operation. Vivid stories translate dry, abstract numbers into compelling pictures of how deep yearnings of decision influencers can come true. Creating effective stories is not hard, provided we clearly understand who these decision influencers are, know well what they most care about and understand where to place stories for the most impact.
I’ve outlined below some tips for doing just that.
Three Principles of Storytelling Success
1. Know your audience.
Decision influencers are humans first and businesspeople second. Like you and me, they care about personal success, have egos, ambitions, anxieties and fears. You may well know your CEO and CFO, but how well do you understand the concerns of the heads of marketing, manufacturing or customer service? Only when we truly understand all of our stakeholders can we be assured that stories we develop are ones they will relate to when it comes time for making the business case. When investigating whose hearts to touch and how, you should find out the names, ranks and serial numbers of these decision influencers, as well as what they are feeling and what drives their actions. Many such insights are often easily available via personal or published interviews, annual reports and industry analyst critiques. Another source of input: Get to know the people who know them.
2. Hide the technical details.
Instead, focus ROI stories on why an investment choice is good. That’s where the excitement and emotion lie. Leave the how side of the equation to other parts of the business case. For example, the real story of a CRM business case could come down to the increased chance of the company winning a coveted industry award related to growth in both sales and client satisfaction. Even though this major opportunity may be entirely dependent on usage of a SuperGizmo Relational database within the CRM system, that fact is not allowed to dilute the impact of the story about industry award-winning opportunities.
3. Develop a compelling story to sell your message.
The best ROI stories vividly convey the main theme of the business case in a memorable way. For example, in a business case for justifying a global, intranet-based product design knowledge base, the story used in the executive summary was simply a quote from the CEO of a key client: “I prefer doing business with you, but I won’t accept late, second-rate product designs. Get me better, new products faster and we’ll double our business with you.” For decision-makers accustomed to jumping whenever this crucial buyer had something to say, the whole business case boiled down to this vivid, emotional human message. The executives got the picture, and the funding was approved.
By the way, stories don’t have to be written to be effective. One business case creator used a simple prop during an after-dinner speech to get approval for the biggest database project his $20 million consultancy ever launched. His plea for project approval included a mock-up of a future, fictitious Fortune magazine cover highlighting the grinning faces of the executive decision-makers. This database investment, he exclaimed, had such power for the company that it would be the springboard for global success. Suddenly thrusting the magazine mock-up above his head, he proclaimed, “Look at this future Fortune magazine cover story: ’Visionary Execs Hit Global Home Run.’” While everyone laughed at this obvious appeal to pride and ego, the funding was approved. Years later, long after the details of the ROI analysis had faded away, the pretend Fortune cover was still fondly recalled.
All of us have deep desires and concerns that drive our behavior. Good ROI stories know this and speak accordingly. Good storytelling speeds understanding, retention and buy-in. That’s a great payoff from just a few little words.
At christopher copywriter, we’re gathering a collection of articles, stories, academic theories, works in practice, other expert opinions and discussions to help prove to our clients, beyond all reasonable doubt, that it’s the story experience of your company that creates ultimate value and consumer desire for your company.
The first of these pieces came out last week. We hope you enjoy reading -
Terrence Gargiulo says: “The shortest distance between two people is a story.”
When it comes to communicating and connecting with your fellow human beings, stories rule.
Good ones deliver a lasting impact far beyond any set of statistics. They can outrun the speediest set of PowerPoint slides. They can leap the tall buildings of memory in a single bound. Jeff Neufeld learned about the difference that the storyteller’s art can make while CIO of Fidelity Brokerage from 2003 to 2008.
Early in his tenure, he went on a quest to improve communication skills across his senior IT leadership team. “It was about improving our ability to be business players rather than just IT people,” says Neufeld, now retired. He had 10 direct reports and a few dozen VPs who needed serious help with public speaking. “A lot of them were far from effective communicators. Their style tended toward reading slides and reciting tech stats,” he recalls.
“So people just ignored them.” Neufeld brought in a professional communications coach- Suzanne Bates, president and CEO of Bates Communications in Wellesley, Mass. At first, he used her at executive management offsites and for individual sessions with his direct reports. Then he signed up for some one-on-one sessions.
“As I watched Suzanne working with the others, I thought ‘Wow, I don’t do that so well, either.’” His weakest point was the storytelling. “I was using very few personal stories or anecdotes,” he adds. “I was really missing the power of the personal connection.”
Neufeld discovered what the best speakers will confirm-that what people really remember are those illuminating, entertaining or touching stories that underscore the underlying message. “Traditionally, I’d have all my facts, figures and metrics to make a clear case,” he says. “People walked away understanding it but not feeling it.”
This is a “huge missing piece” in the leadership education of many CIOs, Bates says. “CIOs come up through the ranks giving complex PowerPoint presentations-which might work for technical audiences-but they often fail to cultivate that simplicity of a good story. I think CIOs and CFOs are some of the smartest people I’ve worked with. Once they see the power of storytelling, they really get it.”
In her new book, Motivate Like a CEO, Bates writes about how storytelling can also boost employee morale. “When you uncover stories about your successes and communicate them to the team, they get excited,” she notes.
So how do you tell better stories? Where do you find the right ones to tell? Start by tuning in to the people you consider great communicators. Watch for good stories to add to your repertoire. Listen for the messages behind the best anecdotes and think about why they resonated. Zero in on what you want to convey, then practice your stories with friends and colleagues. Make sure your message is “short, clean and clear,” says Neufeld.
“Do this right and people will recall what it was about years later. The connection is that powerful.”
While there is a few different methods, you also get good at telling stories by telling loads of stories. Story telling is fundamentally a creative experience. One with many different facets happening all at once. At best, the varying aspects of any given story considers the whole picture being communicated to. Targeting stories to niche publications or a certain demographic creates a narrower field which to fill; the rules become more condensed; the style more pointed, honed and certain.
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