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Posts Tagged ‘storytelling’

A simple, haunting request for parents of teen drivers

Keep your story short. Simple. And ask your audience to do only ONE thing.

That’s how you talk with teens. It’s also how you help change behavior in their parents.

This haunting spot about teen driving from Allstate is one of the finest examples I’ve seen that communicates one clear thought and asks for one precise next step from the viewer. The surreal beauty of the setting, accompanied by the perfect song, creates a narrative that captivates and activates parents into action. No scare tactics. No barrages of mind-numbing stats. Just thoughtful, compelling storytelling.

Do you agree?

A sustainable marketer is always a student

Ryan La Rosa of Hill & Knowlton, NY, with 50 of his newest fans from Camelback High School

I’ve been quiet on my blog the past several days due to chaperoning 50 DECA students from Camelback High School around Manhattan. A giant shout out to Linda Shaub, Ryan La Rosa and the incredible folks at Hill & Knowlton for sharing your afternoon with us.

Now that I’m back, the education continues with two speaking engagements next week for the American Advertising Federation – Phoenix, and the American Marketing Association.

Tuesday evening, the AAF invited me to share an encore storytelling workshop I ran for the national AD2 organization last fall called, “Storyteller or Marketer? It Pays to be Both.” It’s about using the power of story to develop their marketing careers. Here are event details, and a sneak peek at the presentation. Be sure to click on the presenter notes for the script.

On Wednesday, I will present at the American Marketing Association luncheon about how “Green” is NOT a sustainable differentiator.” It’ll be interesting because the panel discussion is on, “How Being Green Can Pay Big Dividends To Your Bottom Line.”

In two weeks, I will be working with AmeriCorp VISTA, a national service program designed specifically to fight poverty. We will review trends in social media for nonprofit development, and specifically how Social Venture Partner organizations world-wide can enhance the conversations around their causes.

If you’re a marketer in Phoenix, or care to visit from someplace like Bangladesh, I hope you come by and say hello. Feel free to bring your own tomatoes, too.

Is social media deadening our storytelling skills?

More of my Q&A on the power of storytelling from Dr. Kathy Hansen’s A Storied Career blog.

Q: The storytelling movement seems to be growing explosively. Why now? What is it about this moment in human history and culture that makes storytelling so resonant with so many people right now?

cavepainting.jpg

A: When was the last time you heard a really funny joke? When was the last time you took the time to practice and tell a terrific yarn at a party? The Internet is full of them, but like the world economy, our storytelling talents have been in recession.

When you see a cave painting created by the ancients of a person on horseback following a large beast with a spear in its side, what story are they telling? Why would they take the time to build the fire, burn the charcoal, and memorialize their victory on a dark and damp cave wall? Because story, no matter how it is told, is essential to bringing meaning and expression to life.

As the noise of advertising, media, and politics has increased over the past 50 years, our attention spans, and therefore our message delivery, has grown dramatically shorter. We have become experts at “low-resolution” communications: The sound bite, 30-second commercial, PowerPoint slides, Twitter’s 140-character character, thumbs-up liking, speed dating, and texts that replace whole words with single letters. The pendulum has swung so far in the direction of burping information like bullets out of a Thompson machine gun, that people are beginning to realize something is missing.

Storytelling is making a resurgence because the social animal in all humans craves context, depth and content in our interaction. A story that involves us as the protagonists, or at least presents a hero we can identify with, that has to overcome great odds to achieve their desires, absolutely parallels the quests in each of our lives. It is an elemental depiction of our most basic instincts and fight for survival.

We have all been in such a hurry to be heard that the dots and dashes in our high tech telegraph communication are losing resonance. We communicate in binary form like the computers we type on. I believe the pendulum is swinging back to what people are starting to long for again: Slowing down and being part of a greater story.

What advertising storytellers can learn from a model airplane and a prayer

Yesterday, I had the honor of being the keynote presenter for the National Ad2 Mid-year Retreat in Phoenix. Instead of speaking, I chose to share a remarkable story with the young advertising pros to underscore how powerful “Story” is in our craft.

How did a prayer and this model plane change a life forever? View the SlideShare presentation below.

Then I challenged them to write their own personal story, and to focus on what truly great things they would like to accomplish. And when I say “Great,” I mean something out-of-this-world that is bigger than themselves. All compelling protagonists, “You!”, want to achieve something grand. But you’re going to have to go through hell to get it.

The essence of story is revaled in what tests your character, and those who help you along the way. I believe the sooner you begin crafting and telling your own story, the more powerful a storyteller you will become for your agency and your clients.

So I decided to do something different with my presentation. There is only one slide about our agency. There are NO slides showing our work. The bulk of the presentation was simply a tale;

The true story of a long-deceased fighter pilot who answers a prayer from his daughter following 9/11 in the most miraculous and tangible way.

What does this have to do with advertising? Read the story (be sure to click on the presenter notes for the script) and you’ll find out.

Following my presentation, I gave the crowd this StorytellingWorksheet to help them craft and tell their stories. Then I challenged them to post their stories below in the comments. Congratulations in advance to those of you with the industry and guts to share your story with the world. Believe me, it’s the only way you’re going to change it for the better.

If you got the strength, download the Storytelling Worksheet, (Here are the brief instructions) fill it out, and share YOUR story below. Then, see where it takes you.

How to Rewrite Your Story and Make it an Epic

A Million Miles in a Thousand YearsWe all lead storybook lives. It’s just that some of the stories are real page-turning-barn-burners, while others are as ashen as the dust that blankets their covers. In every life there is a great story to be lived and told. We simply need to wipe away the fog of fear that keeps us from experiencing our epic.

I believe my story is somewhere in between: Not a classic yet, but not a snoozer either. This was made even more obvious to me after reading Donald Miller‘s book, “A Million Miles in a Thousand Years: What I Learned While Editing My Life.” My friend Margie Albert, knowing my compunction toward telling tales with both my ad agency and my life, thought this would be the perfect read. And she was right.

Miller’s premise is that we all have the capability of changing our life’s story. What role do we want to play, and how will our story be told when we’re dead? He’s living proof.

After becoming a successful writer, Miller found himself an eye-growing couch potato living a fairly ambitionless life in Portland, Oregon, until two screenwriters shook him out of his stupor by teaching him about the real power of “Story.” Miller learned he needed to begin a rewrite on his own life to bring more meaning to his time on Earth. He got his ass off the couch, got in shape, climbed the Inca Trail to Machu Picchu, rode a bike across America to raise money for wells in Africa, and started the The Mentoring Project to help fatherless boys. His story also finds him in Obama’s task force on Fatherhood and Healthy Families.

My favorite passage:

“Once you live a good story, you get a taste for a kind of meaning in life, and you can’t go back to being normal; you can’t go back to meaningless scenes stitched together by the forgettable thread of wasted time.”

I loved this book. It offers hope and inspiration by placing the pen squarely in our hands to rethink and rewrite our role as the protagonist. Epic stories are created from great scenes. Each of us walks onto a stage everyday, and we make the decision whether that scene is going to be compelling or not. The more inventive, adventurous, and brave we can be with our own scenes, the more remarkably our story will unfold.

11 of My Favorite Scenes in My Story (Not including the more private family stuff or the really scary chapters that are the seeds of my epic)

  1. I came into this world a storyteller as the fifth of seven kids
  2. My improbable story of  survival during the 1980 eruption of Mt. St. Helens
  3. Moved to Phoenix after graduating with degrees in music and communications from WAZZU; studies that later got me featured in this business book
  4. Act II, the love story with Michele, my wife of 22 years, and the mother of our three kids
  5. Opened Park&Co in 1995 to focus on sustainable marketing and storytelling
  6. Created the world’s largest water conservation campaign, which lead Michele and I to the island of Cyprus where we taught the Turks about activating conservation outreach through a U.S. AID program
  7. Worked with the Swedes in Skelleftea at BROKK to promote a safer and greener demolition technique
  8. Our idea of sustainable marketing was featured in Stanford University’s “Social Innovation Review” magazine, and in Philip Kotler’s college textbook, “Corporate Social Responsibility, Doing the most Good for Your Company and Your Cause”
  9. The greatest lesson I learned from hiking the Grand Canyon; still the single most spectacular trip our family has ever endeavored
  10. Being recognized as the 2010 “Ad Person of the Year” by my peers, which is really a nod to the brilliant, caring people that I am fortunate to be surrounded by in our pursuit of making the world a little bit better place
  11. Working with our creative team at Park&Co to launch HerHear.org, an online community that amplifies the voices and stories of the beaten, abused, hushed and hidden survivors of domestic violence.

I have so many more scenes ahead of me, and now, with Miler’s inspiration, I am living with greater intent to make my life’s story meaningful…warts and all.

What’s your story?