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Most Product Storytelling Sucks: How to Tell a Kick-Ass Product Story

By |2017-09-24T22:40:40+00:00September 24, 2017|

Your Product Story Matters Product Stories matter. Most of the time they stink. They stink because companies are focused on features and benefits. And it's not about that. In this video I discuss what matters and why when it comes to creating a kick-ass product story. Product Storytelling Resources To get notified when I go live, sign up here! I talk about great product storytelling here so check these articles [...]

Hey CMO: Your Product Storytelling Sucks! Great Product Marketing Needs a Better Story, I / II

By |2018-01-06T02:54:50+00:00June 28, 2013|

Product Storytelling Matters Humans are wired for stories; we’re storytelling animals. Yet, we’re living in an era of ‘Big Data’ information overload. There is too much data chasing too little mindshare these days. That’s because data itself doesn’t create what people want most: meaning. The resurgence in storytelling, the original social medium, is an important and welcome evolution for a number of reasons. Stories are memorable. And because they are [...]

Business Storytelling Techniques: Forget Products, Sell Hope

By |2017-02-09T01:06:11+00:00October 14, 2014|

In late September, Burson-Marsteller released its perception study findings on what people think of corporations. The following Slideshare infographic, for example, shows that 40% of US Millennials believe that US corporations are a source of fear, not hope. The American public overall is split on this issue. This mixed perception illustrates that corporations not only need to evolve how they do business; based on real change and not spin, they [...]

Storytelling Solves Key Challenges

By |2017-11-07T19:05:56+00:00November 7, 2017|

Business Storytelling Solves Key Challenges Storytelling is more than just a marketing and branding practice. It’s bigger than that. In fact, storytelling solves key challenges for many organizations. Storytelling inside the company is where it all starts to improve outcomes for employees and customers. Storytelling Solves Key Innovation and Culture Challenges So here are some things storytelling can help with and a few ways I have worked with companies: Strengthening [...]

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Beyond Product Content: A Chat with Robert Rose

By |2017-09-24T20:31:20+00:00September 24, 2017|

Product Story: Beyond Product Content - My Chat with Robert Rose Not too long ago, I had the great and fun fortune of being able to chat with my friend and colleague, Robert Rose, of the Content Marketing Institute. It's time to go beyond the product story and product-focused content. Yes, product story matters - and yet it's about so much more than that. It's about how we make peoples' [...]

Storytelling Loves Specifics: Details Bring Stories to Life

By |2017-03-27T18:19:20+00:00March 26, 2017|

Storytelling details matter because great, memorable storytelling loves specifics. Great details bring stories to life. In this edition of the #yesandbrand Facebook Live show, I chat about how specific details are a gift to your audience. They anchor your story in memorability, and that will help your storytelling stand out. Great Storytelling Loves Specifics Watch the video below. How do you use details in your storytelling to bring your [...]

Improv+Storytelling Strategy

By |2017-11-21T21:09:59+00:00January 22, 2017|

Improv + Storytelling Strategy All great marketing and culture is storytelling. And your story is bigger than your products and services! Do you have a story strategy? Are stories documented and shared internally? Or maybe you have a big story about new technology that needs to be anchored in the familiar and made accessible in a way people can hear. I help your team uncover the human [...]

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Break the Fourth Wall for Brand Storytelling Success

By |2017-10-31T14:16:30+00:00January 17, 2017|

Last year I wrote a piece about live streaming (I was honored that it was a top ten post on Convince and Convert for 2016 and thanks to Brian Fanzo who I interviewed in the article). The piece focused on how brands are finding success by letting users in on behind the scenes events. It’s also something I wrote about in my book: It's time to break the fourth wall [...]