the ART + SCIENCE of using STORIES to influence DECISIONS COLLEEN JONES, Principal | content-science.com MIMA SUMMIT
The Art + Science of Using Stories to Influence Decisions
Nov 01, 2014
Stories. They’ve been around as long as humans have walked the earth. Should you use them in your content? Yes. That’s easy. The hard part? Deciding when and how to use stories to influence what your customers decide. Help is here from two surprising sources: the ancient art of rhetoric and the modern science of psychology.
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the ART + SCIENCE of using STORIES to influence DECISIONS
COLLEEN JONES, Principal | content-science.com
MIMA SUMMIT
FACT!
time on time on
≤
what are people DOING with all that time online?
MAKING DECISIONS
content = HUGE chance to influence
3 WAYS STORIES INFLUENCE DECISIONS
WARNING! ANALYSIS
AHEAD!
EMOTION + LOGIC
IDENTIFICATION
AMPLIFICATION
WHEN 2 USE (+ NOT USE )
STORIES
When you're telling these little stories? Here's a good idea—HAVE A POINT.
“
start with phases of influencing a decision…
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION
2. BECOME LIKED + TRUSTED
TIP! stories work best in 1 + 2
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION longer + deeper
stories!
attention-getting
stories!
instruction!
TIP! stories work best in 1 + 2
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION why!
what!
how!
TIP! connect the phases
2. BECOME LIKED + TRUSTED
1. RAISE AWARENESS
3. MOTIVATE + HELP ACTION
2 GOOD EXAMPLES
raising awareness
becoming liked + trusted
3 BAD, BAD EXAMPLES
(don’t do this, please)!
NOT considering the source
trying to make a short story looooong
We’re a huge corporation. We want a BIG website that “tells the story” of our
environmental initiatives. We think that will engage people again + again + again...
NOT connecting to relevant action
WAYS 2 INNOVATE
STORYTELLING
use a variety of content types
emphasize best content type to tell the story
encourage participation in the story
encourage participation in the story
become part of the story
checklist @leenjones WHY use stories
• To appeal to logic + emotion in a memorable way. • To help customers identify with you. • To amplify a key message, point, or promise.
WHEN to use stories
• When raising awareness about you or something you’re offering. • When deepening relationships with customers so they like + trust you / your offering.
HOW to use stories
• Use short, shallow stories for raising awareness.
• Use longer, deeper stories for becoming liked and trusted.
• Connect stories to a relevant point and to taking a relevant action. • Consider telling the story through varied content types + making stories participatory.
YOUR STORY?
QUESTIONS?
COLLEEN JONES, Principal | content-science.com
MIMA SUMMIT
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