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Sheri Fitts ShoeFitts Marketing, Inc.

Use Storytelling to Create Content

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Source: orartswatch.org, photo credit: Angie Moore

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Since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.

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Today’s Purpose

•  A short review: tell me a story.

•  Your brain on stories.

•  Storytelling via social media.

Thank you!

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Meet aBoo! (#TBT)

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Eight year old, 116 lbs, Little Girl Newfie: aBoo!

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Do you tell your life in bullets?

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We’re wired for stories…

Source: Uri Hasson, Princeton University

A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.

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NEURAL COUPLING: A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences.

MIRRORING: Listeners will not only experience the similar brain activity to each other, but also to the speaker.

DOPAMINE: The brain releases dopamine into the system when it experiences an emotionally-charged event—making it easier to remember the concepts with greater accuracy.

CORTEX ACTIVITY: When processing facts – two areas of the brain are engaged. A well-told story can engage many more areas including the motor cortex, sensory cortex and parts of the frontal cortex.

Source: http://socialtimes.com/files/2014/06/onespotscience.jpg

More About Your Brain on Stories

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Once upon a time…

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“It’s a very visceral feeling. … You’re one with this person who’s speaking, and their voice holds you.”

~ Dave Isay, StoryCorps

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Source: BufferSocial, Power of Story

•  The post with the narrative intro had nearly 300% more people scroll all the way to the bottom.

•  Average time on page was more than five times higher.

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Start at the Finish Line        

Portland’s PDX Adult Soapbox Derby, around since 1997, features a brave group of racers willing to face speeds of up to 45 miles per hour, enclosed in a tiny vessel. Prizes and bragging rights are awarded for categories such as Best In Show, Lifetime Achievement, Best Engineering, Crowd Favorite, Best In Art, Most Original and, you guessed it, Best Crash. But, before a racer even begins to head down the hill they may wish to have a clearly defined strategy. (Who would ever consider careening down a hill with a curve named “Blood Alley” without one?)

Image Source: TravelPortland.com

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Great brand stories

•  start with the customer’s story •  appeal to the heart (not the head) •  make people to feel like they belong •  give people something to believe in

Source: The Story of Telling

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“Use every customer point of contact to weave stories about who you are and what

your brand stands for.”

- Gary Vaynerchuk

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Your brand tells your story

phone

social media

interactions with customers

Written content

office environment

website design

logo

branded collateral

note paper

advertising Employee dress

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© ShoeFitts Marketing, Inc. All rights reserved. Photo sources: The Guardian, Financial Post, Daily Herald, The Buckeye Dispatch

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it’s not business it’s personal

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TheMoth.org

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No sale without the story… no knockout without the setup.

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www.smarsh.com/whitepapers/financial-advisors-guide-social-media-strategy-policy/

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100 Tips for Social Media Success

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Sheri Fitts

www.shoefitts.com

www.linkedin.com/in/sherifitts

@missfitts

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