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“Once upona time…”The Art of StorytellingLuke Clark, Novus Asia
1. Me2. Magic3. Market4. Making it5. Maintaining it
I see the world…
…as a series of…
…amazing stories
What is content?
It’s anything that starts a conversation
How to start talking?
And what’s the one piece of advice I need to know before starting?
Build your story,believe in your vision
All stories have humble beginnings
“My greatest fear had been realised, and I was still alive… I had an old typewriter and a big idea.”
So why should you tell stories?
Big Themes“Stories tap into…truths about the world that cannot be taught as fact or fiction — because they go beyond that.” – Storyteller Laura Burns
Change“Story fits the human mind. When things change, there is a gap between expectations and reality. Then the mind pays attention.” – Hollywood screenwriter Robert McKee, author of the book Story
Emotion“No one ever marched on Washington because of the facts in a flowchart.”
– Kendall Haven, author of ‘Story Proof’
So…
What type of content market are you playing in?
The rise ofthe YouTube
Influencer 2.0
Elastic,multi-channelcontent now dominates
Attention hasquickly emerged
as the mostvalued currency
Attention isearned,
not bought
Caution:the noise is ramping up
And how to apply this thinking to creating your own great content?
Where to focus?
Food History
Lifestyle
Content should sit at the heart of business
STORIES
A Storyteller’sChecklist
1: Do the reading
2:Targetan audience
A specific target audience helps you check and re-check
your content
3:Build a
customerprofile
4:Targeta change
5: Burn the rule book
6:Choose adelivery style
15% of people trust recommendations from brands
84% trust recommendations from people they know
7:Chooseyour platform
8:Invite target customers on an experience
9:What’s your magic?
10:Mythology?
11:Set the style rules
12:Evolve the product with your audience
13:Rules and measurement
14: Maintain intensity
15: Review data, recalibrate aims, and keep telling stories
Your Story GoalsBe fun and differentUse data as reality checkFocus on target readersWork at an emotional levelUse real voicesIt’s not just “hello”, it’s a conversation Create amazing content to shineGive customers what they crave
Thank you!