Tag: storytelling

The Moral of the Story

December 4th, 2014   •   no comments   
The Moral of the Story

Unless you’ve been living under a rock, you can’t have missed the fact that storytelling is making headlines:

 

Harness the power of storytelling!

How to use story to improve customer buy-in!

Top storytelling techniques to build your business!

 

If you’re like me, you’ve wondered: why is it suddenly okay to tell stories?

As a child, storytelling was frowned upon – unless it happened in the library, where you sat in strict silence, listening to an adult read a book. Or when you wrote a story as an assignment for English class. Telling stories was quite another matter.

“Somebody’s been telling tales out of school!” I remember being told when I ratted out one of my siblings. Being a tell-tale was not cool. Also heard: “That’s a tall tale if I ever heard one.” “Somebody has an active imagination!” (Not necessarily a good thing, judging by the looks exchanged between adults). The message? It was a short step from telling stories to perjury, prison and life as a hardened criminal.

So when did storytelling become acceptable? As an advertising copywriter back in the 1980s, any attempt to bring story to copy was tough. Long copy had gone out with David Ogilvy. Splashy art direction with short headlines ruled the day. As far as the marketers were concerned, the product was the hero of any ad; in retail it was often the price point itself. The consumer was the target market, the audience, and if he got involved at all he was often portrayed as the chump.

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The story behind the story

October 27th, 2014   •   no comments   

The Amazingly Simple Anatomy of a Meaningful Marketing Story [Infographic]

Like this infographic? Get content marketing training from Copyblogger Media that will give you an unfair business advantage.

And if you need help putting your story together, be sure to contact Cognito!

Losing her memory, not her mind

August 11th, 2014   •   no comments   

Once upon a time she was a brilliant toxicologist who commanded the title of ‘Doctor’ in court. Now she doesn’t recognize her own son.

I’m inspired to share one man’s poignant tale of losing a mother to Alzheimer’s, one memory at a time. This is storytelling at its best.

Reblogged from Medium.
Doctor.

The Crossroads of Should and Must

April 15th, 2014   •   no comments   

Which path has your career taken?
An inspiring story about the choices we make and how they impact our lives.
Reblogged from Medium.

The Crossroads of Should and Must

Harness the power of ‘no’

March 28th, 2014   •   no comments   
Harness the power of ‘no’

Reports from early childhood indicate that ‘no’ was my first word.

Maybe that’s why I’ve never hesitated to say no in my professional life. Not because I’m a negative person. Rather the opposite: I’m quite positive about what I want.

It’s been my experience that really positive things can come out of a negative. They are two sides of the same coin. But here’s the tricky part: you have to say yes to harness the power of no.

Let me give you an example.

I said no to a new job opportunity not long ago because I really believed I could do great things as a consultant. I needed to close one door to open the other.

That was my ‘yes’ – starting a new business. Saying no allowed me to focus on what I really wanted to achieve in my career.

And recently, I turned down a potentially exciting project that would have brought me a lot of exposure. Not because I don’t need it, but because it would have prevented me from saying yes to a lot of other work for clients I value.

In a culture that reveres the yes, here are 3 reasons to just say no: read more

What’s all the buzz about content?

January 31st, 2014   •   1 comment   
What’s all the buzz about content?

Content is more than just another digital buzzword. Seems it’s just about all anybody talks about these days: content marketing, sticky content, how to write content that engages your audience.

But what is content, anyway? And why is it such a big deal?

There are different ways of defining content. As a student at university, I first encountered the philosophical debate around content versus form: which was more important to our appreciation of art? Later, when I worked in advertising, the debate resurfaced between us copywriters and the art directors who wanted to design an aesthetic layout with as few words as possible.  It all comes down to the same question: is it what you have to say or how you say it? The medium or the message? read more

How to tell a compelling story

November 26th, 2013   •   no comments   
How to tell a compelling story

A story is the shortest distance between you and your audience. How can you make storytelling work for your business or brand?

With the rise of social media, everyone with a smartphone has a picture to post, a point of view to blog about or a new link to share across the digital world. The explosion of so much content makes it all the more challenging for brands to cut through the clutter.

You can create compelling content that will engage your customers and keep them coming back. Content marketing has transformed the way brands interact with their customers – and storytelling is an essential tool for building relationships.  What’s more, your business is brimming with stories just waiting to be told. Stories that are relevant, timely and worthy of sharing.

To do this successfully requires a basic understanding of the art of storytelling. And that begs the question: how do you tell a compelling story? read more