Use the Power of Storytelling
for Internet Writing Success

Volume V, Issue 9
ISSN: 1547-7754
February 2008
printable version

Chris King, Editor
By subscription only, this monthly e-newsletter is loaded with short, "down and dirty" tips to help you with solving the everchanging and growing puzzle of the Internet. This e-zine serves as a place to ask your questions and find the answers. So, send me your burning questions.

Note: To access the books in the Right Hand margin, click on the printable version and they will all become live links.

Everyone loves a good story! And, many of the top marketing and copywriting gurus suggest using stories to tell, sell and pique visitors and surfers interest alike. You see, when we know someone’s story we can’t help but like them. In addition, we all know and repeat often that for someone to buy from us, they must know, like and trust us. How does that happen? You guessed it – through the power of storytelling.

In this issue I will share some useful tips and truths of story – where to find them and plan them, how to use them, and the qualities of a good story.

TIP#1. Stories bring with them emotion and interest.
Even though there are millions of people on the Internet – and now a plethora of social networks – it can be a lonely place. However, when we share our story or the poignant stories of others, we will establish an emotional bond with those in our groups, on lists or members of forums and/or discussion groups. The loneliness is replaced by interactive pleasure and friendliness.

TIP#2. Because your visitors and readers are curious about you and your business, write your own story.
Do not be hesitant to tell about your struggles, your challenges and your past failures. One of the most popular story forms is when someone hits bottom and then, through hard work, persistence and perseverance rises to the top. It will give your readers hope and solidify your relationships with them.

TIP#3. If you are wondering how to write your story and stories, try some of the following:

• Go back into your past and write down everything good, bad, horrible, exciting, and frightening thing that has happened to you. What are your favorite hobbies and games, favorite subjects in school, awards you won and those you lost. Planning stories around these subjects will take some time and effort but will convince others that you are a real person.
• If there is a special point you want to make, write it down on a 3 X 5 card and on the other side, write short story ideas that support the point of the topic. Think of plausible beginnings, middles, and ends to your story. Realize, too, that a bit of embellishment never hurts. After all, we all perceive events differently.
• Images make the story come alive for your readers and listeners. Visualize the various scenes and parts of your story. Even if your readers don’t see the same images, they will imagine their own. This brings the story to life – and also reminds them of their own experiences and stories.

TIP#4. The many uses for stories and storytelling:

• Marketing Once you learn, prepare, and practice storytelling, you will find that all of your marketing materials will benefit from the sharing of stories. People are just as compelled to read a good story as to listen to one.
• Public Relations – Having been a newspaper editor for nine years, I have received and been turned off by the supposedly “tried and true” press releases sent into the paper. However, if I was sent a great story about a person or company, I was delighted to use it. To be written about in an article brings so much more interest and credibility than an expensive, whole page advertisement.
• Networking – When we are meeting people at a Networking event, we are usually asked, “What do you do?” If we answer with a label (“I’m a consultant, lawyer, website designer, etc.) the reaction is blah. But, if we put our answer into a story form, “I help small business owners who are struggling to establish a professional presence on the Internet,” our questioner will be interested in hearing the story of how you do that.
• Articles – Even if you don’t feel that you are a writer, you can write an article for a business publication that revolves around a true story. Having your name and byline on a printed article – or today, on the Internet – will not only give you great exposure, but will also help to establish yourself as an expert in that area.
• Sales Presentations – Using stories when selling your product and/or service is an incredibly powerful skill and technique. Your potential clients /customers want to hear all about the problems you solve and the solutions they will experience. What better way than to tell them the story of how your or your company solved another’s problem(s).
• Case Studies – These are actually, or should be, stories. You can use them in every situation we have already discussed. Told or written as powerful stories, they will easily clinch the sale and/or captivate and influence your readers and audiences.
• Copywriting – Every great copywriter I have studied, listened to, and learned from uses the power of story in their copy. They use stories in advertisements, in direct mail marketing, in newsletters, on websites, in Internet sales letters, for direct response copy, in the books and e-books they write – the opportunities are limitless!

As usual, I have just scraped the surface, but do hope that I have encouraged you to start using your stories. Have fun planning and practice on family and friends. Before you know it, you will be known as a fine storyteller!

Do send your comments and questions to me at chris@creativekeys.biz. I love to receive feedback and will answer your questions in future e-zines.

Chris King
P.O. Box 221255
Beachwood, Ohio 44122
(216) 991-8428
http://www.creativekeys.biz