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Elements of Great Storytelling

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Storytelling is one of the first ways modern human beings passed down knowledge from generation to generation, and also disseminated knowledge to those beyond their immediate family and clan.

Millennia later, storytelling remains a powerful medium that grabs and holds people's attention and effectively transmits information. Not surprisingly, then, it can be a powerful medium for marketers.

In this video, we sat down with author, marketer, storyteller, industry analyst, and corporate trainer Steve Shepard to discuss elements of great storytelling.

Steve provides an overview of some key points from his new book, The Deliberate Storyteller.

Join us for a fun and instructive 10 minutes:



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Ann Handley is chief content officer of MarketingProfs, a monthly contributor to Entrepreneur magazine, the author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content (Wiley, 2014), and co-author of the best-selling book on content marketing, Content Rules (Wiley, 2012). Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.

Twitter: @MarketingProfs and @AnnHandley.

Tim Washer is a comedy writer and producer who has worked on Conan, Letterman, and The Onion, and at IBM and Cisco.

Twitter: @timwasher

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  • by Gunter Soydanbay Thu Mar 7, 2013 via web

    I heavily use storytelling and archetypal thinking in my branding assignments. It works every single time. Here is a good how-to book on corporate storytelling for your reference: http://wp.me/pQuyG-a8

  • by Mick Thu Mar 7, 2013 via web

    I've watched and read a whole lot about story. Why dont storytellers use stories to teach and explain story? Note that in this video it's only the interviewer that tells a story.

  • by Peter Altschuler Sat Mar 9, 2013 via web

    Where is the story in this story? This presentation wouldn't even make the cut for the local evening news because it doesn't meet the basic criteria of premise, exposition, summary. It's rambling, random, and only gains some semblance of focus around six minutes in... which quickly diffuses.

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