Clarify Your Message
Our June StoryBrand workshop was a smashing success. Our attendees ranged from writers to multi-million dollar candle makers. We had a wedding photographer, a life coach, an industrial painter and a Credit Union consultant. It’s amazing as we go through the StoryBrand process how universal the paradigm shifts are. Here are a few of the paradigm shifts we covered.
Every story is heading toward a happily ever after or sad ending. If we don’t know what those endings might be, the audience gets lost. We have to know the guy can get the girl, or the hero might disarm the bomb, and the story lives in the suspense as to whether those things can…
The story element customers are subconsciously scanning for as they watch a commercial (or browse a website) is this: results. By that I mean they want to know what is going to happen if they engage in the story you’re pitching to them. We are hardwired to think in the form of story, and most…
It’s tax season, and Turbo Tax seems to be making about as much money as the IRS these days. They’re everywhere. A campaign I saw recently was clear, compelling and effective. We could break down entire campaign, but for now, I want to focus on one element that worked well for them. You may not…
Our friend Claire Diaz-Ortiz recently live-tweeted the birth of she and her husband’s first child. And the world paid attention. Claire is an executive at Twitter, one of the better story-telling companies in operation today. Twitter is all about communication, after all, so the fact she live-tweeted the drive to the hospital, the car breaking…
