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Six Story Elements to Help You Make Your Case

September 4, 2012  

To win a court case, lawyers must first assemble a gripping argument. Facts need to be combined with compelling story elements to create a persuasive narrative to win the jury over.

The same is true in marketing. Just like lawyers, marketers draw their audience to their side by solid storytelling. But what makes for a persuasive story?

In a Neuromarketing blog post titled "Six Characteristics of Highly Persuasive Stories," Roger Dooley highlights the story elements that draw folks to you.


A solid delivery. "Dramatic pacing, use of imagery, and other factors will affect the impact the story has on the listener," notes Dooley. You must have the right delivery in your podcasts, videos, and other content.

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  • by Kevin Thu Sep 20, 2012 via web

    How about using the tricks screenwriters use in movies for storytelling....


    Plot points
    conflict
    climax
    resolution

  • by J. Geibel Mon Oct 8, 2012 via web

    The real story is the customer's story - not that of the vendor.
    Put too much scripting and drama in your end of it, and you might peg the BS meter (I've sat in on a lot of presentations like that, and also watched a lot of overdone B-to-B videos.)
    A subtle point to remember is the difference between entertainment and that of creating the vision of a solution - and then what role you play in getting to that vision (known as Solution Selling 101.)
    All that requires a dialogue, not a dramatic depiction.
    That dialogue will tell you if you are getting your message across.

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