Ready to hone your storytelling skills and craft a compelling business narrative?
Professionals of all types — marketing managers, sales reps, senior leaders, supervisors, creatives, account executives — have to write. Whether you’re writing an internal email or a social media post, a video script or a blog post, being able to tell a good story can help ensure your content resonates with your intended audience.
Storytelling is an art, but there’s a method behind it that anyone can learn. Full of practical advice and real-world case studies, Business Storytelling For Dummies is a friendly, no-nonsense guide that will help you tell more engaging stories in your business presentations, internal communications, marketing collateral, and sales assets.
Connecting with customers through storytelling can help you build trust with your audience, strengthen your brand, and increase sales. Look to Business Storytelling For Dummies to
- Learn the elements of storytelling and how to use them effectively
- Become a better listener to become a better storyteller
- Make your stories come to life with relatable details
- Back up your story with data points
- Use the power of storytelling to effect change
- Choose the perfect format to tell your story
Startups, small businesses, creative agencies, non-profits, and enterprises all have a story to tell. Get the book to explore examples, templates, and step-by-step instruction and create your own compelling narrative to tell your story to the world.
Inhoudsopgave
Introduction 1
Part I: Getting Started with Business Storytelling 7
Chapter 1: The Scoop on Business Storytelling 9
Chapter 2: The Why, What, How, and Who of Business Storytelling 19
Chapter 3: What Makes a Story a Story 29
Chapter 4: Stories to Have in Your Hip Pocket 51
Chapter 5: Listening: Hearing What Others Have to Say and Capturing It 77
Part II: Moving People to Action: Creating Compelling Stories 97
Chapter 6: Crafting a Story 99
Chapter 7: Polishing a Story: Structure and Embellishments 119
Chapter 8: What to Do About Data 141
Chapter 9: Expanding and Contracting Your Story 159
Part III: Sharing Stories for Maximum Value 177
Chapter 10: Getting Comfortable Telling Stories 179
Chapter 11: Moving Stories into Multiple Media 197
Chapter 12: Incorporate Story in Your Organization 213
Part IV: Tailoring Storytelling to Special Circumstances 233
Chapter 13: Storytelling to Fund Your Passion 235
Chapter 14: Storytelling in Marketing 255
Chapter 15: Selling With Stories 275
Chapter 16: Using Stories to Spark Change 295
Part V: The Part of Tens 315
Chapter 17: Ten Things You Should Never, Ever Do 317
Chapter 18: Ten Storytelling Tips for Speakers 323
Chapter 19: Ten (or so) Ways to Measure the Results of a Story Project 331
Appendix: Real-Life Stories and a Template 335
Index 355
Over de auteur
Karen Dietz, Ph D, is a 25-year veteran in business storytelling consulting, training, and leadership, and organizational development.
Lori L. Silverman offers business storytelling training, keynotes, and consulting. For 26 years, she’s advised enterprises on strategic planning and organizational change.
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