The storytelling edge how to transform your business, stop screaming into the void, and make people love you
A terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended! -Jay Baer, founder of Convince & Convert and author of Hug Your Haters Once upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2018.
|
| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630064306719 |
Tabla de Contenidos:
- The Story Telling Edge
- Contents
- Acknowledgments
- About the Authors
- Introduction
- Stories Matter
- Businesses Need to Tell Good Stories
- Workers and Leaders Need to Tell Good Stories
- Who Are We?
- Why This Book?
- 1: The Power of Story
- Jacques and the Beggar
- And Now for Shane's Favorite Ryan Gosling Story
- Our Brains Are Built for Story
- Stories Help Us Remember
- Stories Generate Empathy-at the Chemical Level
- Stories Bring Us Together
- With Great Power . . .
- 2: The Elements of Great Storytelling
- Element 1: Relatability
- Element 2: Novelty
- What Movie Popularity Data Tell Us about Novelty
- Element 3: Tension
- Element 4: Fluency
- 3: Honing Your Storytelling Chops
- Universal Storytelling Frameworks
- The Ben Franklin Method for Improving Story Skills
- The Sludge Report
- 4: Transforming Business with Storytelling
- How Stories Make Products and Services Better
- Stories Make Advertising Better
- Stories Make Your Sales Conversions Better
- Stories Make Your Hiring Process Better
- Stories Build Your Brand
- How We Built the Most Influential Content Strategy Blog on Earth
- #1: Committing to a Mission
- #2: Getting Smart about Audience
- #3: Establishing a Strategic Methodology
- 5: The Killer Formula for Building an Audience
- The CCO Pattern: Create, Connect, Optimize
- Connect: The Storytelling Bull's-Eye
- Create: The Story Funnel-Matrix
- Optimize: Cranking the Efficiency
- Engaged Readers
- Shares
- Average Attention Time
- Average Finish
- Social Lift
- Average Stories Per Person
- Press Score
- Email Conversion Rate
- Lead form Conversion Rate
- Lead Score
- Opportunities
- 6: The Brand Newsroom
- The Talent Race
- The Virtual Newsroom
- What Type of Newsroom Do You Prefer?
- 7: The Future of Brand Storytelling
- #1: Breakthrough Quality Storytelling.
- #2: Rigorously Strategic
- #3: Tech-Enabled and Data-Optimized
- The Content Decision Engine
- The Content Operating Wheel
- Strategy
- Plan
- Create
- Activate
- Optimize
- 8: The Storytelling Habit
- Selling Storytelling Inside Your Organization
- A Culture of Storytelling
- May the Story Force Be with You
- Notes
- Index
- End User License Agreement.
