Gini Dietrich

Three Ways to Create Content through Stories

By: Gini Dietrich | October 19, 2011 | 
146

After hearing Martin Waxman recount the keynote Soledad O’Brien gave on the opening day of the PRSA conference (I was playing hooky), about storytelling, and having written about creating an online conversation just yesterday, I’ve been thinking a lot on the topic.

Once upon a time, storytelling was the way we passed information from generation to generation.

Before tweeting and Facebook and text messaging, we had only one way to tell stories: Long-form.

For millions of years stories have been told around campfires and in family rooms and at holidays. But in our world of fast everything, we’re losing the art of spinning a good yarn.

Stories are what creates the human element of what we do. And, in fact, the human element is what drives kinship, which drives purchase.

So, here we are, focused on what drives sales, but we’re forgetting to be human (more on that in a week or so when I do a book review of Maddie Grant’s and Jamie Notter’s new book Humanize).

Enter The Moth, a nonprofit organization that helps people tell their stories.

From Malcolm Gladwell and Jonathan Franze to criminals and the homeless, the organization provides workshops that teach you how to look at your life, from beginning, middle, and end and not only learn something from it, but to help others.

If you’re good enough to keep an audience captive, the organization will book you at an open mic local event where, without music, notes, or (gasp!) PowerPoint slides, you tell your story.

Just you, a microphone, an audience, and 15 minutes of uninterrupted time.

Storytelling for Business

Two of the questions we ask when we’re interviewing a candidate is, ‘What was the last thing you read? Which blogs and media are in your Google Reader?”

We ask these questions because what a person reads tells a lot about what kind of writer they are…even before they take our writing test. If they stumble over the question or answer it with “nothing,” we know they’re not a right fit for Arment Dietrich.

Reading makes you a better writer, and a better storyteller, even if we don’t agree on whether or not the author is a good writer (I’m a literary snob).

I’m going to assume a good many of you have at least seen one or two Ted videos, if not subscribe and watch to most of them. Watching these videos makes you smart on upcoming trends, ideas, or even helps you move out of your comfort box.

And now you have the opportunity to subscribe, and listen, to people’s stories through The Moth podcast.

While your reading may only be fiction and the Ted videos you watch are about leaders you admire and The Moth stories you listen to are about people such as “retired pickpocket” Sherman “O.T.” Powell, the thing you’ll learn is how to tell a really great story.

You tell me…wouldn’t you rather work with a company that is a great storyteller than one that can talk only about its latest drill bit?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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146 responses to “Three Ways to Create Content through Stories”

  1. Jmodio says:

    Storytelling is one big thing I’m working on for our community right now. I really want everyone to feel welcome and to hop in and share their own stories. We do have the same 5 or 6 faces we see over and over, but for a community of 80,000 people, that doesn’t say much. We have about 88% females with half of them between 25-44, maybe because I’m a 25 yr old guy I don’t know how to connect with them. Also, did you actually outline 3 points here?

  2. Soulati | PR says:

    Storytelling is the art that never was in PR. Just the facts, Ma’am, and that is indeed what’s missing from the equation of a good pitch — the humanesque persona of that company and founder which contributed to where each stands today.

    Who owns that? An arguable point — marketing claims it every day and PR needs to be better at asking those questions. “Tell us your story.” Kinda like in the interview, “Tell me about yourself.”

    It’s a story, like the time I was 11 years-old leaving my family for America with an accent and an atypical golden tan my new gym teacher insisted was nylons. And, I de-boarded the Pan Am jet at O’Hare only to ralph in the wind while it blew on the woman behind me. (Now, that’s a story I’ll never forget; all true.)

  3. Tinu says:

    Yes- stories still make the world sit down and shut up. Big fan of the concept GIGO – garbage in, garbage out. So totally agree – first thing to do when you aren’t producing great content? Bump up the quality of what you’re consuming.Really want to learn more about MOTH. Wonderful idea.

  4. Tinu says:

    Poor thing. 🙂 Also, that story made me feel closer to you even though I don’t know you. And gave me a question to ask to get to know you better: what did she mean by “nylons”? @Soulati | PR

  5. Tinu says:

    What are you asking people to get them to tell their stories? (I’m a collector of good ways to get people started.) @Jmodio

  6. wabbitoid says:

    The most important thing in learning to tell a story is learning how to read and listen to a story. It’s a matter of being in the listener’s place at all times so that your voice is clear and authentic. In this way it’s a natural analogy with good sales practices.

    Part of my Writing Guide is this li’l ditty on “Reading is Writing”, or how to practice this art:

    http://erikhare.wordpress.com/writing-guide/reading-is-writing/

  7. DannyBrown says:

    I hear someone wrote an ebook using storytelling for business… 😉

    Huge fan of stories. Much easier to relate to than corporate mundane speech.

  8. I love story-telling…or really, I love story LISTENING. My Grandpa was a great story teller and since I am on the margin of the generation that believed children should be seen and not heard, our Sunday dinners with Grandpa were story fests where all we children did was listen respectfully and not interrupt. And, I LOVED those Sundays. And even though I heard Grandpa’s stories (and they were really interesting stories…he led a fascinating life) a hundred times, each time he re-told it, it was fresh and engaging. And now, I am married to a story teller…a man who knows how to captivate his audience with great stories, great conversation and great wit. I still love stories at bedtime…being sleepy and listening to a calm and soothing voice create visual imagery that sends me to dreamland. That said, there is definitely an art to good story telling and, not everyone (myself included) possesses that ability. Some got it and some ain’t. And, finally…THE MOTH!!!….hardly anyone I know knows about the Moth Radio show. I listen to it on WPR and am thoroughly entranced by the stories. I wish it was on everyday. I am so glad to hear that you are a Moth fan AND that you introduced it here to others so that it may get more of the recognition that it so deserves. Thanks ginidietrich AWESOME post

    Claudia

  9. John_Trader1 says:

    Storytelling is truly an art form. We need to look no farther at how to hone and perfect our storytelling skills than the elders of our society who grew up in a generation that was much more adept and skilled at the art. I fear that the baby boomer generation and older are too often shunned as archaic, out-of-touch and behind the times when in fact we should be tapping into their wisdom about subjects like this more often than we do.

  10. John_Trader1 says:

    Storytelling is truly an art form. We need to look no farther at how to hone and perfect our storytelling skills than the elders of our society who grew up in a generation that was much more adept and skilled at the art. I fear that the baby boomer generation and older are too often shunned as archaic, out-of-touch and behind the times when in fact we should be tapping into their wisdom about subjects like this more often than we do.

  11. ginidietrich says:

    @Jmodio I did! Reading, listening to The Moth podcasts, and watching Ted videos. 🙂

    I saw a stat that shows less than one percent of your community will actually comment. So we’re always thinking of ways to engage a larger number of people. It’s interesting to see what draws in new commenters.

    Do you know about the way to create a specific landing page for first-time commenters?

    http://yoast.com/comment-email-subscription-form/

  12. ginidietrich says:

    @Tinu@Jmodio We always start with the testimonial type questions: Why do you work with us, what do you like, what don’t you like? Once we get people comfortable with that, we start getting more in-depth with questions specific to campaigns or products or services.

  13. ginidietrich says:

    @Soulati | PR So did you take your nylons off??

  14. ginidietrich says:

    @Soulati | PR So did you take your nylons off??

  15. ginidietrich says:

    @Tinu TOTALLY agree you have to bump up the quality of what you’re consuming. I read about The Moth yesterday and immediately subscribed.

  16. ginidietrich says:

    @Tinu TOTALLY agree you have to bump up the quality of what you’re consuming. I read about The Moth yesterday and immediately subscribed.

  17. ginidietrich says:

    @wabbitoid One of the things we talk about when we media train clients is chronology is a killer. If you’re going to tell a story, don’t start at the beginning and work to today. Rather, think about the meat of the story and start there.

  18. ginidietrich says:

    @wabbitoid One of the things we talk about when we media train clients is chronology is a killer. If you’re going to tell a story, don’t start at the beginning and work to today. Rather, think about the meat of the story and start there.

  19. ginidietrich says:

    @DannyBrown Really?! Who was that? 🙂

  20. ginidietrich says:

    @DannyBrown Really?! Who was that? 🙂

  21. ginidietrich says:

    @SocialMediaDDS You ARE married to a fantastic storyteller. That is so true. That’s why we advocate he get out there and tell the stories through content. hotwater911 are you listening?!?

  22. ginidietrich says:

    @SocialMediaDDS You ARE married to a fantastic storyteller. That is so true. That’s why we advocate he get out there and tell the stories through content. hotwater911 are you listening?!?

  23. ginidietrich says:

    @John_Trader1 You know what I started doing a few years ago? I started recording my grandparents when they tell stories. That way part of their legacy is the stories I’ll be able to pass on for them.

  24. ginidietrich says:

    @John_Trader1 You know what I started doing a few years ago? I started recording my grandparents when they tell stories. That way part of their legacy is the stories I’ll be able to pass on for them.

  25. ginidietrich says:

    @Soulati | PR Also, speaking of Pan Am…are you watching that show on Sunday nights? I love it!

  26. ginidietrich says:

    @glenn_ferrell Morning!

  27. ginidietrich says:

    @AJDonovan Happy belated birthday to Mollie!

  28. ginidietrich says:

    @John_Trader1 Just at times?!

  29. John_Trader1 says:

    @ginidietrich Hey, I can’t be laying it on too thick. Don’t want it to go to your head.

  30. John_Trader1 says:

    @ginidietrich Hey, I can’t be laying it on too thick. Don’t want it to go to your head.

  31. A good story can take boring information and make it interesting, touch emotions, and can drive people to action. It’s a powerful assets for business leaders.

    Also, let’s not forget storytelling comes in many forms. My title may be video producer, but I often tell people what I really am is a storyteller. It’s the thing I enjoy most about my job.

    I love the power of video storytelling!

    –Tony Gnau

  32. TheJackB says:

    I have a story or two to tell about this and that.

  33. AJDonovan says:

    @ginidietrich Thanks BFF – she had a great time being showered with presents from the Trips. 🙂

  34. wabbitoid says:

    “In media res” was how Horace put it about 20BC – into the middle of it. It’s an old technique, which is were we get the use of flashbacks. But yes, the idea is to engage the listener and tell them why they should be listening right away.

    I’ve written a lot more on the art of storytelling, which I agree is critical to today’s world. It is a fascinating topic in itself, but it’s always best learned by example – show, don’t tell (another good aphorism / lesson!)

  35. badgermike says:

    I try to tell my staff that storytelling is one of the best ways to relate with your prospects. Many organizations have similar issues and they want to know they are not alone with these challenges. Great post.

    Thanks

  36. Soulati | PR says:

    Aww, heck, The Jack. You’re just blowin’ in the wind. @TheJackB

  37. Soulati | PR says:

    My legs were so golden brown, the phys ed teacher barked down the line up of we girls in class to remove my nylons. Well, I didn’t know what they were and the girls in class said I had to take off the hosiery I was wearing. Well, I didn’t have any on, so she came to touch my legs to be sure! @Tinu

  38. Soulati | PR says:

    My legs were so golden brown, the phys ed teacher barked down the line up of we girls in class to remove my nylons. Well, I didn’t know what they were and the girls in class said I had to take off the hosiery I was wearing. Well, I didn’t have any on, so she came to touch my legs to be sure! @Tinu

  39. Soulati | PR says:

    My legs were so golden brown, the phys ed teacher barked down the line up of we girls in class to remove my nylons. Well, I didn’t know what they were and the girls in class said I had to take off the hosiery I was wearing. Well, I didn’t have any on, so she came to touch my legs to be sure! @Tinu

  40. Soulati | PR says:

    See above; no repeats. ! @ginidietrich

  41. Soulati | PR says:

    See above; no repeats. ! @ginidietrich

  42. Soulati | PR says:

    See above; no repeats. ! @ginidietrich

  43. Soulati | PR says:

    I saw the promos…I was encouraged to watch the Walking Dead instead and if that’s not a low-budget series, I don’t know what is. Where you gettin’ time to watch TV? @ginidietrich

  44. Leon says:

    G’Day Gini,

    C’mon girl! You’re being a bit hard on drill bits. If the story was about what they were drilling into and where and when and with whom, it could be a great story. Could give a whole new meaning to the words “Tea Party”

    “Drill Bits for Fun and Passion” sounds like an excellent blog title. Those 8 letters of separation are getting closer and closer.

    Regards

    Leon

  45. DaveMoley says:

    From an R&D perspective, in technology, I stay away from the story tellers. Vendors and their competition have honed down their story telling to a science. We have graduated to a day and age, where all vendors have very glorious smoke and mirrors. It’s become the norm. So I would agree, if you don’t have the facade, you don’t have my business. But the story telling? It’s all sounds and smells the same… I get it. But … I am the first to interrupt the spiel, so we can skip the schematics and get to the brass tacks. Although, a good story always makes for a nice lunch.

  46. DaveMoley says:

    From an R&D perspective, in technology, I stay away from the story tellers. Vendors and their competition have honed down their story telling to a science. We have graduated to a day and age, where all vendors have very glorious smoke and mirrors. It’s become the norm. So I would agree, if you don’t have the facade, you don’t have my business. But the story telling? It’s all sounds and smells the same… I get it. But … I am the first to interrupt the spiel, so we can skip the schematics and get to the brass tacks. Although, a good story always makes for a nice lunch.

  47. ginidietrich says:

    @Soulati | PR I’m stuck on the trainer now so I watch while I ride. Kelly was watching The Walking Dead last night – that would give me nightmares.

  48. ginidietrich says:

    @Soulati | PR I’m stuck on the trainer now so I watch while I ride. Kelly was watching The Walking Dead last night – that would give me nightmares.

  49. ginidietrich says:

    @T60Productions I also love storytelling through video. Of course, I’m more goofy than telling stories when I do videos. Someday I’ll get it.

  50. ginidietrich says:

    @T60Productions I also love storytelling through video. Of course, I’m more goofy than telling stories when I do videos. Someday I’ll get it.

  51. ginidietrich says:

    @badgermike Really great tip!

  52. ginidietrich says:

    @badgermike Really great tip!

  53. ginidietrich says:

    @TheJackB Maybe one or two.

  54. ginidietrich says:

    @TheJackB Maybe one or two.

  55. ginidietrich says:

    @Leon Oh don’t get me started on the Tea Party. I’d be curious to hear what the people Down Under think about the mess that is the United States right now.

  56. ginidietrich says:

    @Leon Oh don’t get me started on the Tea Party. I’d be curious to hear what the people Down Under think about the mess that is the United States right now.

  57. ginidietrich says:

    @DaveMoley I think we’re talking about two different things. I’m talking about telling your business story in a way that makes sense for your customer and prospect. Not about telling a story that is spinning something out of nothing (hence, spin sucks). There are two different kinds of storytelling and I advocate the first.

  58. Jmodio says:

    @ginidietrich We were talking about how tiny the percentage is that really responds, not to mention how many posts on(Facebook) are hidden from your fans. I’m trying to get Livefyre on our blog since our comment system right now is ancient. I’d love to see more interaction going on. Our blog could use an entire facelift though as well. It’s a consumer products community for the most part so I feel like there’s opportunity for stories and sharing & engagement. We’re working on revamping our entire social media strategy. Hopefully it goes well.

  59. ginidietrich says:

    @jhimmelspach Love you for saying that!

  60. ginidietrich says:

    @Jmodio Livefyre rocks for building community. I think you’ll be very happy with it, if you can get it installed.

  61. JMattHicks says:

    @Jmodio@ginidietrich Let me know if you need any help or guidance Joe, I’d be happy to do so. Plus, I think Gini has enough Livefyre points saved up to redeem them for a free round-trip flight in the Livefyre jet, so maybe she can take you on an installation celebration afterwards.

    Well, that is if skypulsemedia is back from Diego Garcia with it.

  62. ginidietrich says:

    @JMattHicks That is such a good idea!!

  63. TheJackB says:

    @ginidietrich Truth is that I owe blogging a huge debt. It is where I rediscovered my love for writing stories. It is not just fulfilling but fun.

  64. TheJackB says:

    @Soulati | PR How many roads must a blogger walk before you can call him/her a blogger…

  65. Jmodio says:

    @JMattHicks@ginidietrich Haha, Nice. The only thing right now is the IT guy, or whoever manages our web hosting. I tried to install it myself into WordPress but I needed the FTP password which no one can seem to get.

  66. glenn_ferrell says:

    @ginidietrich Well hello ! (Afternoon now 🙂 Busy day. )

  67. JayDolan says:

    Screw stories. Let’s get even more specific. How can we use epic poetry for business? What about how about plays for business?

    We need to get more creative. There’s no reason we can’t drive sales and write in iambic pentameter.

  68. bradmarley says:

    There are so many good stories to tell that will compliment the new product you’re announcing, or the new you want to make. You just have to do some digging. The audience is more apt to read about a human part of the story then they are the technical side.

    Great post, Gini.

  69. martinwaxman says:

    Thanks for the shout-out, Gini. Great stories and how we tell them are so important. And too many people rely on the ppt crutch. I think it can be great if it’s visual, but there’s nothing like listening to someone who can regale you with a wonderful story. Spalding Grey comes to mind.

  70. jonbuscall says:

    @ginidietrich big fan of storytelling. Had clients write poetry sometimes to embrace creative thinking too!

  71. ginidietrich says:

    @JayDolan You should see what jonbuscall said to me on Twitter. He has his clients write poetry, just to get in the habit of writing stories. So you’re not so far off!

  72. ginidietrich says:

    @bradmarley Did you see a friend told me she thought your name was Bob Marley and she was very confused?

  73. ginidietrich says:

    @martinwaxman The PPT crutch drives us both crazy! Grrrr!

  74. ginidietrich says:

    @jonbuscall I love that idea!

  75. ginidietrich says:

    @jonbuscall I love that idea!

  76. ginidietrich says:

    @jennimacdonald I think so, too!

  77. ginidietrich says:

    @jennimacdonald I think so, too!

  78. KaseyCrabtree says:

    @ginidietrich hey gini, will you be in Chi this weekend? I’m coming to town! Maybe we could do lunch on Monday?

  79. ginidietrich says:

    @KaseyCrabtree Nooooooooooooo! I won’t be here. 🙁

  80. KaseyCrabtree says:

    @ginidietrich you won’t be around? I come in Fri night and leave tues midday – are you gone that whole time ?? 🙁 (tears…..)

  81. NancyD68 says:

    When I worked at my old job, I would suggest storytelling and being more conversational. They told me “we want to be Harvard Business Review” I told them “that spot’s been taken already” they told me I was not a team player. Ah well….

    One of the best blogger storytellers is Mark Schaefer. He is really amazing. I much prefer reading a blog that tells a story than just gives me information.

  82. jonbuscall says:

    @ginidietrich @JayDolan I managed to publish some fiction and poetry in the 90s (think amazon sell a novel for under a dollar now!) so I got kind of used to working with creative writing. It’s amazing how writing and reading a poem in a group can fire people up. You can’t teach creativity, but you can facilitate creative thinking though writing activities. Poetry is best because it’s easy to share and quick to write.

  83. jonbuscall says:

    @ginidietrich @JayDolan I managed to publish some fiction and poetry in the 90s (think amazon sell a novel for under a dollar now!) so I got kind of used to working with creative writing. It’s amazing how writing and reading a poem in a group can fire people up. You can’t teach creativity, but you can facilitate creative thinking though writing activities. Poetry is best because it’s easy to share and quick to write.

  84. HotWater911 says:

    @ginidietrich ///yea yea yea…storytelling through content…I know I know…I’m almost on it 🙂

  85. HotWater911 says:

    @ginidietrich ///yea yea yea…storytelling through content…I know I know…I’m almost on it 🙂

  86. KDillabough says:

    @TheJackB@Soulati | PR I am singing the tune…

  87. KDillabough says:

    @John_Trader1 I.love.your.comment.

  88. KDillabough says:

    In the Business Mentoring Program I’ve now been running for eight years, I take the participants through an exercise. First, I give them a list of words to look at, remove the list and ask them to write down all the words they remember. Dismal results.

    THEN, I tell them a story, incorporating a variety of words, and ask questions about those words like, What colour was the jacket? What was the person reading?Almost to a person, there’s 100% recall of the words. They say pictures speak louder than words…and so do stories:) Great post: love it. Thanks! Kaarina

  89. Tinu says:

    Your site definitely helps me get unblocked. 🙂

    I hope no punk ever reads that. Lots of jokes could come from this…@ginidietrich

  90. Tinu says:

    @ginidietrich@John_Trader1 Such a good idea. My sister did that with our grandmother – it’s amazing what you learn, and how you get the context of who they’ve become.

  91. ginidietrich says:

    @Tinu Your secret is safe with me!

  92. ginidietrich says:

    @jonbuscall I have to find this book!

  93. ginidietrich says:

    @NancyD68 I love that answer. LOL!!

  94. ginidietrich says:

    @KDillabough I just saw a stat that shows 84% of people are visual learners. So that totally makes sense!

  95. Raj-PB says:

    Story telling is the exact thing that would determine the success (and) failure of a Social media campaign. Many companies feel that its enough if they throw away money and create marketing campaigns (similar to what they do in the offline world) on the Internet. They need to understand that they cannot expect the users to watch a TV commercial on Youtube! – This is the era of on-demand content, and their marketing campaign needs to be as good or even better than the kind of content users like, on the net.

  96. LaurenVargas says:

    You are spot on. Reading can open our minds to new worlds and perspectives. I try to read one NF and one fiction book a week, then spend the weekend reflecting on what I learned. The Moth podcast is an excellent recommendation. I also enjoy Fresh Air and HBR IdeaCast podcasts for examples of how to weave a story. Looking forward to the review of book, Humanize!

  97. LaurenVargas says:

    You are spot on. Reading can open our minds to new worlds and perspectives. I try to read one NF and one fiction book a week, then spend the weekend reflecting on what I learned. The Moth podcast is an excellent recommendation. I also enjoy Fresh Air and HBR IdeaCast podcasts for examples of how to weave a story. Looking forward to the review of book, Humanize!

  98. ginidietrich says:

    @LaurenVargas Hey Lauren! Great seeing you here!

    You read TWO BOOKS a week?!? OMG. I’m super envious. How, pray tell, do you manage to do that?

  99. ginidietrich says:

    @Raj-PB We have a former client that produces videos “just to get them out.” They are terrible. They feature employees reading from scripts…on camera. Every time I see one, I want to call them and say, “STOP THE MADNESS!” But, like many, many companies, they believe it’s just checking video off their list so they can say they do it.

  100. HowieSPM says:

    Funny I have watched maybe 6 TED videos in my life. And I like TED not sure why but they would take away from my Spinsucks time so sorry TED. And I don’t use Google Reader. Gosh I am just like Tom Sawyer’s era in my technology use I guess (I still cook on an open fire using real wood).

    Stories are powerful. We buy into stories. Transmedia is all about story telling. Follow goonth on the Twitter if you want to learn more. Brand fiction is all about story telling. Follow adbroad who founded the Brand Fiction Factory if you want to learn more.

    As for me. I was orphaned at a young age. I was born in a far away galaxy that was about to be destroyed. My parents launched me in my ship and I landed here earth. I was raised by a decent family. We were poor but happy. Around the age of 8 they started noticing that I was a lot smarter than everyone else. So I was sent to a school for special aliens. There I was taught everything from Science to Yoga to Ninja Skillz. Using up to 26% of my brain (you silly humans only use 8%) I was able to breeze through school and soon was on my way to fame and fortune. I played Broadway and Carnigie Hall. I did backing vocals on a Diddy song then helped J-Zay pen his famous New York song when we were out partying one night and I said JayZEEEEE who is this Frank Sinatra goof? NY needs a snappy song not this snoozer. You got more game than Frank JayZEEEE in fact here is this song I penned….rest is history. A few years back I came up with the whole Harry Potter movie series when JK Rowling called me asking how she could expand beyond books. I said Movies Baby Movies! So I called my friend Bugs Bunny at Warner Bros. He connected me with this Yosemite Sam guy who I guess is a big swank producer who also serves on the WB board of directors. The rest is history.

  101. HowieSPM says:

    Funny I have watched maybe 6 TED videos in my life. And I like TED not sure why but they would take away from my Spinsucks time so sorry TED. And I don’t use Google Reader. Gosh I am just like Tom Sawyer’s era in my technology use I guess (I still cook on an open fire using real wood).

    Stories are powerful. We buy into stories. Transmedia is all about story telling. Follow goonth on the Twitter if you want to learn more. Brand fiction is all about story telling. Follow adbroad who founded the Brand Fiction Factory if you want to learn more.

    As for me. I was orphaned at a young age. I was born in a far away galaxy that was about to be destroyed. My parents launched me in my ship and I landed here earth. I was raised by a decent family. We were poor but happy. Around the age of 8 they started noticing that I was a lot smarter than everyone else. So I was sent to a school for special aliens. There I was taught everything from Science to Yoga to Ninja Skillz. Using up to 26% of my brain (you silly humans only use 8%) I was able to breeze through school and soon was on my way to fame and fortune. I played Broadway and Carnigie Hall. I did backing vocals on a Diddy song then helped J-Zay pen his famous New York song when we were out partying one night and I said JayZEEEEE who is this Frank Sinatra goof? NY needs a snappy song not this snoozer. You got more game than Frank JayZEEEE in fact here is this song I penned….rest is history. A few years back I came up with the whole Harry Potter movie series when JK Rowling called me asking how she could expand beyond books. I said Movies Baby Movies! So I called my friend Bugs Bunny at Warner Bros. He connected me with this Yosemite Sam guy who I guess is a big swank producer who also serves on the WB board of directors. The rest is history.

  102. HowieSPM says:

    @JayDolan I prefer using the Illiad myself.

  103. @martinwaxman I cannot stand PPT! I really wish the program didn’t exist. All I have seen it do is create dull presentations. In my career I have only seen one speech that used PPT that added value. And it was visual. If we were all better story tellers then we can achieve my goal of destroying PowerPoint. Mwuahh aah aaaahhh!

  104. @martinwaxman I cannot stand PPT! I really wish the program didn’t exist. All I have seen it do is create dull presentations. In my career I have only seen one speech that used PPT that added value. And it was visual. If we were all better story tellers then we can achieve my goal of destroying PowerPoint. Mwuahh aah aaaahhh!

  105. HowieSPM says:

    @ginidietrich@Leon Considering Down under is still affiliated with the Queen’s Empire I am pretty sure they think we are having a war between drinkers of Black Tea, Green Tea, and Herbal Tea and damn where are those Scones and Crumpets 8)

  106. HowieSPM says:

    @ginidietrich@Leon Considering Down under is still affiliated with the Queen’s Empire I am pretty sure they think we are having a war between drinkers of Black Tea, Green Tea, and Herbal Tea and damn where are those Scones and Crumpets 8)

  107. HowieSPM says:

    @DannyBrown Have you heard the story about the Jew, the Pope, a carton of expired Egg Nog and Hookah?

  108. HowieSPM says:

    @DannyBrown Have you heard the story about the Jew, the Pope, a carton of expired Egg Nog and Hookah?

  109. KDillabough says:

    @HowieSPMgoonthadbroad May I borrow the 92% I’m not using? :))))

  110. DoTime_WX says:

    Storytelling teaches in a way that is receptive to the listener. As opposed to “This is what to do, if not, these are the consequences…” type of instruction.

    Excellent Gini, thank you for the post.

  111. HowieSPM says:

    @ginidietrich@Jmodio on facebook the % that comment on average ranges from 0.001% to 0.005% magnifiy by 10 how many will Like something. Curious if blogs have a higher commenting rate.

  112. HowieSPM says:

    @ginidietrich@Jmodio on facebook the % that comment on average ranges from 0.001% to 0.005% magnifiy by 10 how many will Like something. Curious if blogs have a higher commenting rate.

  113. LaurenVargas says:

    Insomnia. 😉 Also, since I started Friday vlog, the pressure is on to keep reading and reviewing books…When I am not reading books, you will find my nose stuck in Discover and National Geographic magazines….forces me to look up words in the dictionary and be aware of issues outside communications realm!

  114. LaurenVargas says:

    Insomnia. 😉 Also, since I started Friday vlog, the pressure is on to keep reading and reviewing books…When I am not reading books, you will find my nose stuck in Discover and National Geographic magazines….forces me to look up words in the dictionary and be aware of issues outside communications realm!

  115. HowieSPM says:

    @Jmodio@JMattHicks@ginidietrich sorry still out with the jet. I am on tour with Bassnectar and he promised me beats and babes if he could ride with me. Still waiting on the babes. I think the jet needs a flashier color and a disco ball inside. Just saying.

  116. bradmarley says:

    @ginidietrich I did see that. If I had a dollar for every time I’ve heard that, I’d have about $25.

  117. […] What’s your story? […]

  118. skypulsemedia says:

    @jmatthicks @The_SwedishFish do you guys have the new @theGlitchMob mix tape or the new @davidstarfire @SoundCloud mix?

  119. The_SwedishFish says:

    @skypulsemedia I don’t have the new @davidstarfire how is it?

  120. DannyBrown says:

    @HowieSPM Is that the one that ends up with treacle being the punchline?

  121. ginidietrich says:

    @LaurenVargas I’m super impressed. SUPER impressed.

  122. ginidietrich says:

    @DoTime_WX And as opposed to chronology…this is where we started, then we did this, then we did this. Thanks for the tip. If your ears are burning, it’s because I’m quoting you to a client.

  123. ginidietrich says:

    @HowieSPM Are you superman?

  124. Leon says:

    @HowieSPM@ginidietrich Now folks; really….. I’ll always have a soft spot for the country that created both jazz and basketball. HRH Queen Elizabeth and HRH the Duke of Edinburgh are visiting us right now. They’re in Canberra as I write. She’s 85, he’s 90. No: they’re not here for the Dementia and Macular Degeneration Festival. They’re here for CHOGM,,,,,Commonwealth Heads of Government Meeting. Solid Earl Grey Tea for all, I hear.

    When South Carolina does the right thing, abandons the Union and rejoins the Commonwealth, you too can host CHOGM.

    Go On…admit It. You’re only jealous. But you can still have fun if you don’t take it too seriously.

    And we did donate Greg Norman, Russell Crowe and Mel Gibson. What more could you ask for?

    Look after yusselves

    Leon

  125. Soulati | PR says:

    Oh, NO, Leon!! You couldn’t have been so blatantly sexist and not included Nicole Kidman to the mix, could you? You know who she is…that incredibly sexy chica formerly married to Tom Cruise? @Leon @HowieSPM @ginidietrich

  126. DoTime_WX says:

    @ginidietrich Thank you… stories resonate through our own experiences. In addition to evoking emotions, they have an added value: active listening as opposed to passive listening. The benefit in marketing would be a stronger remembrance of message.

  127. DoTime_WX says:

    @ginidietrich Thank you… stories resonate through our own experiences. In addition to evoking emotions, they have an added value: active listening as opposed to passive listening. The benefit in marketing would be a stronger remembrance of message.

  128. DoTime_WX says:

    @ginidietrich Thank you… stories resonate through our own experiences. In addition to evoking emotions, they have an added value: active listening as opposed to passive listening. The benefit in marketing would be a stronger remembrance of message.

  129. wabbitoid says:

    I don’t think Gini will mind if I give a bit of a hard pitch here …

    Think about what you remember most about any business that you are especially fond of. Odds are it’s the story you remember – either the story of the business or your own personal experience with the brand. When you tell people about the business you probably tell them the story long before you run down the details of their product.

    Social tools level the media playing field so that small businesses can get their stories out there – the personal connections that give them an advantage over big operations. Capitalizing on this requires the right touch – it takes the stories.

    http://mediahare.wordpress.com/story-telling/

    I have a lot of experience telling stories for small businesses – and as a published author, web content writer, and literary coach. If you need a Content Manager or Writer I’m always happy to talk and give free consultations to anyone. Find me at http://MediaHare.com or as erikhare@gmail.com

    Thanks!

  130. ginidietrich says:

    @estesc Thanks!

  131. estesc says:

    @ginidietrich good stuff, thanks for sharing

  132. AlinaKelly says:

    @Anthony_Rodriguez@martinwaxman@ginidietrich Agree. Nothing worse than a dull PPT presentation. But many people simply use PPT wrong. It’s a tool and used correctly, it can be great and actually improve storytelling.

    I’m a big advocate of using PPT to display imagery and a few (VERY few) words or short titles that support what’s being said,not parrot/repeat what’s being said. Imagery can add value and engage the audience by enhancing the story being told. I use combinations of pictures, cartoons, video clips and sometimes REALLY simple graphs where the point is made visually without having to read axis titles and data points.

    I should note, however, that conference organizers are sometimes frustrated when they ask for a copy of the slide deck to distribute to participants and I tell them that it’s worthless…it’s just pictures without a story. Oh well.

  133. wabbitoid says:

    @AlinaKelly You really need to see this – the Grandfather of PowerPoint: http://erikhare.wordpress.com/2009/05/27/powerpoint-ballistics/ A fun (and true!) story.

  134. ginidietrich says:

    @harleenas Thanks!

  135. HowieSPM says:

    @ginidietrich yes I can leap bullets in a single bound. I am faster than a speeding building. And I can hum the complete soundtrack to Gigli by heart. Movie sucked but that soundtrack is to die for.

    I just don’t wear a body tight and cape unless being pedaled through Alligator Alley in bdorman264 ‘s rickshaw.

  136. HowieSPM says:

    @ginidietrich yes I can leap bullets in a single bound. I am faster than a speeding building. And I can hum the complete soundtrack to Gigli by heart. Movie sucked but that soundtrack is to die for.

    I just don’t wear a body tight and cape unless being pedaled through Alligator Alley in bdorman264 ‘s rickshaw.

  137. ginidietrich says:

    @HowieSPM I knew it!

  138. harleenas says:

    @ginidietrich – Most welcome. Have a wonderful day 🙂

  139. scribblinghappy says:

    Great reminder! At the end of the day, people want connection with other people. Story will always remain.

  140. rachaelseda says:

    I have always learned best through stories. For some reason I can remember very particular details about experiences and people but when it came to science class I was stumped. What I’ve learned later in life is that being able to (we call it in Hawaii) “talk story” is a powerful tool that is often underserved in our education system.

    Thanks for sharing this new resource!

  141. […] Three Ways to Create Content through Stories (spinsucks.com) […]

  142. […] of stories, as well as the power they wield. Businesses need to tap into these stories as they seek to create content and campaigns for blogs and both traditional and social media […]

  143. […] to put up creative construction walls that talked all about the project and the company. It goes against the very grain of everything we do in content marketing, right? Instead, Candy Chang asks passersby for their input, their dreams, and their […]

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