32 terms in this category
There are two ways to think about an audience.
The story behind the story that builds trust and draws people into your world.
Using stories to build emotional connection between customers and your brand.
The creation of value that others are prepared to pay for.
The core idea as expressed in the story.
Copy that's engineered to sell RIGHT NOW.
The foundational messages about a brand, business or founders that are woven through the Storyverse.
The strategic summation of the value you deliver for your customers.
Author of StoryBrand. You're the mentor, not the hero. Your customer is the protagonist.
This week's must use tactic that works for everyone regardless of product, market or context.
If you want to get anywhere – with your story or your business – you need to execute consistently.
The consistent conventions, themes and stereotypes around certain types of stories.
Grey ethics.
What do you know.
In business storytelling, this may be the Leader Legend, Origin or Founding Story/Stories.
Why your work matters.
A strategic story, up to 500 words, designed to build attention, connection and trust.
The interconnected web of stories a brand tells about itself and what it stands for.
The overarching arc that connects all the smaller stories into one coherent whole.
No discernable personality.
The proposal we make to our prospects.
The seed story that explains the business, brand, product or service.
Simple lessons that are taught through stories.
The core idea of a story, arc or mythology.
The use of aggressive/passive aggressive tactics to pressure customers into buying.
A rockstar in the marketing world.
My regular newsletter.
Copy that's written to build attention, connection and trust ... to sell over time.
Business stories exist on a spectrum from Strategic to Tactical.
The long-term goal.
The increasingly common practice of telling a story across multiple mediums.
The number of storytelling concepts I use that start with Z.