The storytelling edge : how to transform your business, stop screaming into the void, and make people love you / Joe Lazauskas and Shane Snow.

Format:

Book

Author/Creator:

Lazauskas, Joe, author.

Snow, Shane, author.

Language:

English

Subjects (All):

Branding (Marketing).

Storytelling.

Success in business.

Physical Description:

1 online resource (203 pages)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2018.

System Details:

text file

Summary:

A terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended! -Jay Baer, founder of Convince & Convert and author of Hug Your Haters Once upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe are your narrators in a journey that will transform how you talk to other human beings to be more believable, relevant, compelling and unforgettable. -Brian Solis, experience architect, digital anthropologist, best-selling author Shane Snow and Joe Lazauskas spend the overwhelming majority of their time thinking, writing, and theorizing about brand storytelling - so you don't have to. They're smart and they know this topic inside out (and sideways). Read their book. While I can't guarantee you'll rise to Shane and Joe's ridiculously obsessive level, you will be infinitely better prepared to tell your own brand's story. Promise! -Rebecca Lieb, Analyst, Author & Advisor “The Contently team understands the power of story, and how to craft and spread a great narrative, like no other. In an era where brand, design, and mission are a competitive advantage for every business, Contently underscores the importance of stories and how they transform companies and industries.” -Scott Belsky, Entrepreneur, Investor, & Author (Founder of Behance, bestselling author of Making Ideas Happen) I can't think of a better way to illustrate the power of story telling than by telling great stories. This book should be required reading not just by those with content in their titles, but by anyone in Marketing AND Sales. Then, when you're done, give it to your CEO to read... but make sure you get it back, because I guarantee you'll refer to it more than once. -Shawna Dennis, Senior Marketing Leader Neuroscience, algorithms, illustrations, personal anecdotes and good, old-fashioned empathy: This entertaining and informative tome journeys to the core of how we communicate and pushes us, as marketers and humans, to do it better, "speeding the reader through" and leaving us wanting more. - Ann Hynek, VP of global content marketing at Morgan Stanley Transform your business through the power of storytelling. Content strategists Joe Lazauskas and Shane Snow offer an insider’s guide to transforming your business—and all the relationships that matter to it—through the art and science of telling great stories. Smart businesses today understand the need to use stories to better ...

Contents:

The Story Telling Edge

Contents

Acknowledgments

About the Authors

Introduction

Stories Matter

Businesses Need to Tell Good Stories

Workers and Leaders Need to Tell Good Stories

Who Are We?

Why This Book?

1: The Power of Story

Jacques and the Beggar

And Now for Shane's Favorite Ryan Gosling Story

Our Brains Are Built for Story

Stories Help Us Remember

Stories Generate Empathy-at the Chemical Level

Stories Bring Us Together

With Great Power . . .

2: The Elements of Great Storytelling

Element 1: Relatability

Element 2: Novelty

What Movie Popularity Data Tell Us about Novelty

Element 3: Tension

Element 4: Fluency

3: Honing Your Storytelling Chops

Universal Storytelling Frameworks

The Ben Franklin Method for Improving Story Skills

The Sludge Report

4: Transforming Business with Storytelling

How Stories Make Products and Services Better

Stories Make Advertising Better

Stories Make Your Sales Conversions Better

Stories Make Your Hiring Process Better

Stories Build Your Brand

How We Built the Most Influential Content Strategy Blog on Earth

#1: Committing to a Mission

#2: Getting Smart about Audience

#3: Establishing a Strategic Methodology

5: The Killer Formula for Building an Audience

The CCO Pattern: Create, Connect, Optimize

Connect: The Storytelling Bull's-Eye

Create: The Story Funnel-Matrix

Optimize: Cranking the Efficiency

Engaged Readers

Shares

Average Attention Time

Average Finish

Social Lift

Average Stories Per Person

Press Score

Email Conversion Rate

Lead form Conversion Rate

Lead Score

Opportunities

6: The Brand Newsroom

The Talent Race

The Virtual Newsroom

What Type of Newsroom Do You Prefer?

7: The Future of Brand Storytelling

#1: Breakthrough Quality Storytelling.

#2: Rigorously Strategic

#3: Tech-Enabled and Data-Optimized

The Content Decision Engine

The Content Operating Wheel

Strategy

Plan

Create

Activate

Optimize

8: The Storytelling Habit

Selling Storytelling Inside Your Organization

A Culture of Storytelling

May the Story Force Be with You

Notes

Index

End User License Agreement.

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119483403

1119483409

OCLC:

1019807134