Category: Story Telling

The story behind Write's storytelling at Work Course

2/10/2020

Review by Kate Harrison Whiteside
The story behind Write’s (Write.co.nz) success is all about how they live and breathe what they do. Their goal is to save organizations and people from bad communication and give them the tools to create memorable messages. This time they’ve taken on the universal challenge of too much (often not very interesting) information. They show us how to tell stories that will free up decision-making, motivate leaders, and empower people. And, all this because an idea, pitch or choice is best presented in a story framework the audience can relate to. Simple!

Let's bring storytelling at work to life
So, why haven’t we been doing this style of communicating all along? Well, writing styles are often entrenched in organizations and professions, deadlines force the writing process to by-pass audience focus, and leadership is needed to make a change in direction. The motivation may be there, but skills and knowledge may need help. Write’s Storytelling at Work online course and workbook are there to take you above and beyond.

The online course reflects the very core of clear communication (plain language) in its simple presentation style, understandable content, video and text options. The content is discussed in the video, supported by the workbook exercises and finishes off with a quiz to help you measure progress.

Your new skills will generate interest
With Write’s storytelling guide in your pocket, you are ready to turn ordinary ideas into memorable stories and apply these to brilliant effect in your writing life at work. Don’t worry if this is all new. Write works their magic throughout the course. You’ll learn the types of story themes, the stages that build a bridge (story arch) as your story goes from a situation, to a spark point, to a solution. Just take a deep breath and dive in.

I took this online course and highly recommend it. I’ll be putting it to use immediately with a new client. Contact me if you are interested in finding out more.

Kate Harrison Whiteside
kate@keyadvice.net
Plain language consultant and trainer
Keyadvice.net
PlainLanguageAcademy.com

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Tips on writing great business stories

7/4/2018

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The days of businesses saying, ‘I am the best’, ‘You must have my product’, ‘This is all you need’ are gone. People want a conversation, a connection problem solved. If your customers are meeting you online for the first time, or catching up on the latest news, turn your About page into a story that will connect, create interest and build commitment. Tell them your story. It’s seen as the number one way to market. But, like any great marketing writing, you have to have a plan that focuses on your audience. Here are some tips and examples to get you going.

Making a connection

This Forbes magazine article highlights how storytelling is the best marketing tool to make an “emotional connection”, which is what many clients want, after more than two decades of virtual buying and selling. Top takeaway tip is to ‘be authentic’. Be honest. Be respectful.

Focus on audience

Today’s audiences are well-informed, well-traveled (including virtually) and focused. They know what they want, or at least what questions they want answered. And, they are interested in being entertained. Ask yourself what your clients want, why this story matters to them. As I share in my Writing Your Business Story workshop, it’s your client’s story, not yours. And, you want it to be so memorable so they share it with others.

Take a look at the image and content on Lamplighter Brewery’s About page. Doesn’t it make you want to work there, hang out there, buy their product? I’m sure those were their goals. Another key part of writing your business story is having clear goals, linking stories to your mission statement and tracking results.

Focus on emotions

Check out how Toms shoes took a one-off in-house event,
One Day Without Shoes, and turned it into a global story. Can you just imagine it? They used people, an activity everyone could participate in, and got to the ‘soul’ of it. The visual use of social media, and easy inclusivity, helped take this story, and the charity, to the world.

On a global level, Dove’s Mission: Care video tackling the issue of men who miss their families is extreme, storytelling, with emotion, lots of emotion.

You can do it too. Critical components: real people, relatable situations, making connections. It shows you can go outside of your core market, you can target fringe interest and create new connections, all through storytelling. But, you don’t have to be a global business to have success.

Focus on local

BC’s Kootenay based Elevation Industries has an About page that will make any outdoor enthusiast want to go in and see what’s there for themselves. They are very motivational, connect with target audience’s emotions, and use humour. These are all key components of great story-telling.

Nelson-based Kootenay Mountain Culture takes you on the journey of their successful magazine and website. They don’t tell you what they do: they weave an image of their passion to sharing their environment, the people who influence them and their connection to the adventure and culture. If you didn’t know who they were when you visited their site, you’ll know when you leave.

Whether your local is a few feet from your office, or an online social community or a global initiative or enterprise, narrow down your story’s scope. Know your audience profiles, so you can talk directly to them. Global is accessible, but making your business local is powerful. Always make your ending come alive. The best way to do that is to collaborate with your audience from the start to the finish of telling your—I mean ‘their’—story.

Read the earlier Key Advice Blog on Getting Attention with Your About Web
page.

Do you have a great business story to share?

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The story behind Write's storytelling at Work Course

Tips on writing great business stories

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