The One Thing Every Story Needs [Marketing Mojo Video]
Over the weekend, I began watching Ken Burns’ documentary about the Civil War, a masterpiece that beautifully highlights the one element any good story needs. Check out today’s Mojo to find out what that is:
When’s the last time you sat on the edge of your seat rooting for an idea?
Probably never. There’s a reason for that: we’re hard-wired to respond to stories, and the hallmark of any good story is that it’s about people. Not numbers, not concepts, not trends, not military tactics — people. That’s what Ken Burns understands, and that’s why his documentaries have become huge successes.
How can you more fully embrace the human element in your own storytelling this week?
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Today’s Video Transcript
Monday Morning Marketing Mojo-15th May 2017
Hey folks! Rachel here with your Monday Morning Marketing Mojo. Hope you had a fabulous weekend and hope we are all ready for a gangbuster kind of week.
Over the weekend I was watching Ken Burns excellent documentary on the Civil War — it came out in the 90’s and I can’t believe I haven’t seen it thus far. But I found it on Netflix and I am absolutely captivated by it. I was thinking about why this particular series is so captivating. Certainly there have been many, many documentaries about the Civil War, but what was it about this one that really captured people’s imaginations?
I was thinking about that and I realized that Ken Burns is a master storyteller, so again, what is it about his storytelling that is so compelling? I believe it is this: he knows the secret to any story is that it’s about people. It’s not about initiatives or political movements or military tactics, or movements of armies from one place to another. It’s really about people. All throughout this series he includes very personal stories that have been taken from letters that were sent during the war — and not just from soldiers, but from nurses, from mothers who had to write to one son to tell him that his brother didn’t make it in such-and-such a battle. By interspersing such personal stories, he brings it down to a personal level, and that is what any master storyteller will do and that is what any good story has got to incorporate.
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It’s got to be about people. It can’t be about initiatives or numbers or innovation, and as storytelling becomes more and more of a buzzword, I see more and more brands getting away from that personal aspect. They’re talking about “the story of our third-quarter numbers,” or “the story of this initiative,” and leaving out the personal aspect, and then they wonder why they’re not getting engagement, why people aren’t getting excited about this story.
So as you go forth this week and create stories for your brand, remember, the secret to any good story is that it has got to be about people. So take that story, bring it down to a very personal level, and you may be surprised at what happens to your engagement.
That is it for today’s mojo. To learn more Ninja secrets about storytelling, I recommend that you grab a copy of The Content Marketing Coach- Everything t You Need to Get in the Game and… Win. To learn more about the book and to download a free chapter, go to http://contentmarketingcoachbook.com/
I wish you a wonderful week and we’ll see you again next Monday. Take care.
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About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and author of the book The Content Marketing Coach: Everything You Need to Get in the Game … and WIN!
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