Hear From a Storytelling Pro
The fine art of storytelling is a timeless skill that will always have a place in marketing. With all the focus on technology, platforms, trends, and metrics, it frequently gets lost in the shuffle. The buzzwords “content,” “messaging,” and “branding” are popular and close concepts, but they only skim the surface of what it truly means to tell a great story.
Park is master storyteller that weaves together the art of story with the impact of marketing. Instead of focusing on individual platforms or content pieces, he stresses the importance of stepping back and crafting a meta-story that incorporates the entire brand first and letting that guide and inform every piece of your marketing strategy.
Letting the brand’s main story influence and lead social content transforms it in the eyes of prospects and customers alike. Your brand becomes more relatable and personable, educating and inspiring customers to action more easily than ever before.
In This Episode
- How a single, meta-brand story leads to a brand that customers can believe in
- Why the plethora of social platforms means it’s easier to tell stories but harder to strategize them
- How conflict leads to compelling stories that drive customers to take action
- Why understanding your audience means using big data to craft your story
- How the demise of family storytelling means a new approach to communication
Quotes From This Episode
“It’s all about getting your brand story straight.” —@ParkHowell (highlight to tweet)
“Until you truly own your story, nobody else is going to buy into it.” —@ParkHowell
“Brands are built upon people, not products and services.” —@ParkHowell (highlight to tweet)
“What do you do better than anybody else and who cares?” —@ParkHowell
“If you have no conflict, you have no story.” —@ParkHowell
“People don’t buy data, they buy drama.” —@ParkHowell (highlight to tweet)
“Bad content from a real person is more authoritative than good content from a brand.” —@jaybaer
“The single most powerful form of communication we can do is face to face.” —@ParkHowell
“The only content that is king is really, really good and helpful content. The rest of it is just peasantry.”
- Park Howell on Twitter: @ParkHowell
- The Business of Story on Facebook and Instagram
- Starting January 20, 2017, at 10:00 am MT: Fridays with Park on Facebook Live
- The Business of Story Podcast
- The Story Cycle: How To Craft and Tell Compelling Stories That Sell
- The And, But, Therefore of Storytelling
- The Seven Basic Plots: Why We Tell Stories
- Don’t Panic Management
What’s your one tip for becoming a social pro?
Get some guts. Instead of going out and talking about features and benefits, have some fun with it. Dig deep. Take some risks. Go out there and do some interesting things.
If you could do a Skype call with one living person, who would it be?
Ron Howard. He’s one of the best storytellers out there. There’s always an emotional point in his stories. They are much more than blood and guts and drama. Park would love to ring him up and ask him about his secrets to storytelling.
See you next week!