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Society for Technical Communications November 1, 2012

Society for Technical Communications November 1, 2012. Success Story: Yours! Set yourself apart with stories and achieve greater success. Lynda McDaniel Association for Creative Business Writing The Book Catalysts. TMI. Success Story—Yours!.

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Society for Technical Communications November 1, 2012

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  1. Society for Technical Communications November 1, 2012

  2. SuccessStory:Yours! Set yourself apart with stories and achieve greater success. Lynda McDaniel Association for Creative Business Writing The Book Catalysts

  3. TMI Success Story—Yours!

  4. “People don’t want more information. They are up to their eyeballs in information. They want faith—faith in you, your goals, your success, in the story you tell.” - Annette Simmons, The Story Factor Success Story—Yours!

  5. EMOTIONS Success Story—Yours!

  6. “[A story] takes people out of their critical left brain and switches them into their emotionally engaged right brain. They are no longer on the outside judging your idea; they are inside experiencing it. That’s the essence of buy-in.” - Sam Horn, POP, (Pg. 174.) Success Story—Yours!

  7. Stories to the rescue Stories to the rescue! Set you apart Stickier messages Stories activate your brain in ways far more creative than lectures. Trigger emotions Power Words

  8. The challenge of the written word The challenge of the written word

  9. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

  10. 1. Turn to a partner. 2. Tell about your name, e.g., - How you got it. - What you like about it. - What you hate about it.

  11. Where can you use stories?

  12. Training White Papers Presentations Blogs Articles Elevator Speech Reports Books Newsletters Speeches Coaching Meetings Proposals

  13. STORIES SHOW (NOT TELL) US HOW TO ACT. Success Story—Yours!

  14. Telling Jackson Real Estate Firm recently unveiled a new thirty-story office project for XYZ Corporation in Cleveland, Ohio. Clients and visitors to the grand opening were enthusiastic about this addition to the skyline. Success Story—Yours!

  15. Showing (with a story)! At Jackson Real Estate Firm, we’ve earned a lot of pats on the back over the years. Recently we unveiled a new thirty-story office project in Cleveland. At the grand opening, we were shaking hands with everyone from the tenants to visitors at the building’s café. A few were even, as one tenant from Texas put it, “hugging our necks.” Our clients later told us… Success Story—Yours!

  16. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

  17. Know your audience • Write to them, not at them • Answer WIIFM • Offer solutions

  18. Story, not bullets We need to: • Work closely with your staff • Show more empathy • Encourage their participation • Get results Success Story—Yours!

  19. Six steps to successful stories • Hook • Scene • Complications • Development • Resolution • Conclusions/action Success Story—Yours!

  20. Questions Pains Benefits Solutions What ifs Forecasts Foreshadowing

  21. Set the scene • Take your readers there • Use senses • Add description Success Story—Yours!

  22. Let’s write! 1. Think of a story: • Memorable action by a boss (good or bad) • Kindness of strangers • Amazing serendipity • Family history 2. Write the hook and set the scene. Success Story—Yours!

  23. Explore conflict/complications

  24. Complications • Inner conflict • Interpersonal conflict • External/universal conflict Success Story—Yours!

  25. Development Tie into abigger message

  26. Development • Simple and clear • Brief • Concrete • Fresh, yet credible • Relevant Success Story—Yours!

  27. Find resolution: - Brisk- Compelling- Clear

  28. Offer conclusions/action • Make the conclusion the logical next step. • Inform and inspire. • Incite action. • Put message to work. Success Story—Yours!

  29. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

  30. Tap into storytellers’ creative toolkit • Foreshadowing • Alliteration • Vivid Verbs • Senses • Rhythm & rhyme Success Story—Yours!

  31. Foreshadowing 1.When we started our reorganization process, we had no idea it would play out the way it did. We followed four key steps and got a lot more than we bargained for. 2. We didn’t know at the time what effect our actions would have on the company’s bottom line. I’ll go over each step so this won’t happen to you. Success Story—Yours!

  32. Encourage readers to keep reading Tell stories in stages Tie it all together at the end. Thread story throughout

  33. Alliteration Lyrical repetition of initial consonant sounds in two or more neighboring words or syllables - wild and woolly - threatening throngs - Better Business Bureau - Words that make you wealthy. - Grammar Girl Success Story—Yours!

  34. Vivid verbs Sometimes, "to be" verbs get the job done right. But too many “is,” “are,” = an audience that'sz-z-z-z. (To be) She is very generous. (Vivid) She shares with everyone. (To be) The group is getting rowdy. (Vivid) The group clamored for attention. Success Story—Yours!

  35. Senses Put yourself in the situation and imagine it fully—the feelings, smells, tastes, sounds, and sights. - The water gently lapped against the boat, but to me, it sounded like a storm about to take me under. - The cafeteria reeked of school lunches. - The staff welcomed his laughter, loud and deep. Success Story—Yours!

  36. Rhythm & rhyme • Rhyming phrases = easier to remember. • As we read, we hear words, so rhythm is important. • Rhyming adds to flow. - From boring to soaring. - Have fun, even when you’re under the gun to get the job done. - Living rough is tough. • Stuck for a rhyme? Go to www.rhymezone.com Success Story—Yours!

  37. Let’s write! Add some creative techniques to that story you were working on: • Foreshadowing • Alliteration • Vivid Verbs • Senses • Rhythm & rhyme Success Story – Yours!

  38. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

  39. Bright ideas: Observe & interview • Take out the ear buds • Pay attention • Start eavesdropping • Interview bosses, colleagues, clients

  40. Don’t trust your memory! • - Index cards • - Small journals • Recorders • Cell phones

  41. Story Inventory • Snorkeling in Key West • Waitress @ Waffle House • Boeing contract • Dreadful first drafts • Janitor brainstorming • Dressing Junior

  42. A dozen more story ideas • Myths 2. Fables • Parables 4. Historical stories 5. Colleagues’ stories 6. Current events 7. Books 8. Movies • Fictional clients 10. Scenarios 11. What ifs 12. Case stories Success Story—Yours!

  43. Let’s write! Jot down as many of your favorite stories as you can in the next couple of minutes. Success Story—Yours!

  44. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

  45. Practice & test

  46. Six structural stages Integrate stories Storyteller’s Toolkit Creative techniques Story inventory Build your confidence

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