And attention is the currency of the 21st century. Without it, there can't be responses to the Call to Action (CAT).
Yet, so much of what supposed experts are publishing on the theory and practice of storytelling had not been useful. They are stuck in platitudes. Meanwhile, we need fresh information and insights to assist our clients achieve the outcomes they come to us for.
Typical of what is not new enough to be helpful is the 2016 book "The Storyteller's Secret" by Carmine Gallo. I picked it up because his earlier book "Talk Like Ted" had given me the information I needed, at the time, for client assignments.
The most recent book, well, tells stale stories.
Don't we all know about the storytelling ability of Steve Jobs, Oprah, Richard Branson, and Tony Robbins? No surprise, the Amazon ranking and the number of customer reviews are not in the author's favor. However, the customer ratings themselves indicate that the majority assessed the book as useful. So, you still might discover in "The Storyteller's Secret" what could enhance your utility to clients.
But, all of us have to face the brutal reality: It's a dogfight in professional services such as communications. We need edges to develop new business and prevent client churn. Experts who don't supply us with them will likely find their brand tarnished.
Meanwhile, the most productive exercise to become more effective at storytelling is to simply analyze what is selling.
For instance, I pore over the tone and content of digital news site Abovethelaw.com (ATL). The storytelling, such as by lawyer-journalist, Kathryn Rubino, takes an advocacy stance. That has created a growing following among target markets early-career lawyers, law students, marketers, and search firms. They are generous in supplying tips.
In this week's column, Rubino goes to bat for law firm associates who seemingly received coal in their stockings at bonus time.
What is the secret sauce? My hunch is this: ATL has honed the edge of being there for the voiceless in the tradition-bound legal sector. As we know, Donald Trump leveraged the same MO in his storytelling.
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