Hook • Hold • Payoff: A Framework for Better Stories
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Hook • Hold • Payoff: A Framework for Better Stories
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
Checklist
Why is storytelling important?
Hook
Hold
Payoff
Q&A
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
Why is storytelling important?
• Stories are the glue that sticks people together• Stories invite a relationship• Stories are remembered• Stories motivate action
“People have forgotten how to tell a story. Stories don't have a middle or end and anymore do you usually have a beginning that never stops beginning.”– Steven Spielberg
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
Why is storytelling important?
• Hook• Hold• Payoff
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
The Hook
• Introduce protagonist• Relatable and human• Triggers emotion• Instantly understood I know that feel bro…
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
The Hook
• Introduce protagonist• Relatable and human• Triggers emotion• Instantly understood
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
The Hold
Wait for it…
• Holds their attention• Protagonist’s goals• Potential obstacles (internal and external)• Presents plot questions
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
The Hold
• Holds their attention• Protagonist’s goals• Potential obstacles (internal and external)• Presents plot questions
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
I feel better now…
The Payoff
• Goal is reached• Resolution of plot questions• Invites participation• Includes call-to-action
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
The Payoff
• Goal is reached• Resolution of plot questions• Invites participation• Includes call-to-action
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
Other examples
johnhaydon.com
Hook • Hold • Payoff: A Framework for Better Stories
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
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