Business Storytelling For Dummies

Ready to hone your storytelling skills and craft a compelling business narrative?

Professionals of all types -- marketing managers, sales reps, senior leaders, supervisors, creatives, account executives -- have to write. Whether you're writing an internal email or a social media post, a video script or a blog post, being able to tell a good story can help ensure your content resonates with your intended audience.

Storytelling is an art, but there?s a method behind it that anyone can learn. Full of practical advice and real-world case studies, Business Storytelling For Dummies is a friendly, no-nonsense guide that will help you tell more engaging stories in your business presentations, internal communications, marketing collateral, and sales assets.

Connecting with customers through storytelling can help you build trust with your audience, strengthen your brand, and increase sales. Look to Business Storytelling For Dummies to

• Learn the elements of storytelling and how to use them effectively
• Become a better listener to become a better storyteller
• Make your stories come to life with relatable details
• Back up your story with data points
• Use the power of storytelling to effect change
• Choose the perfect format to tell your story

Startups, small businesses, creative agencies, non-profits, and enterprises all have a story to tell. Get the book to explore examples, templates, and step-by-step instruction and create your own compelling narrative to tell your story to the world.

Introduction 1

Part I: Getting Started with Business Storytelling 7

Chapter 1: The Scoop on Business Storytelling 9

Chapter 2: The Why, What, How, and Who of Business Storytelling 19

Chapter 3: What Makes a Story a Story 29

Chapter 4: Stories to Have in Your Hip Pocket 51

Chapter 5: Listening: Hearing What Others Have to Say and Capturing It 77

Part II: Moving People to Action: Creating Compelling Stories 97

Chapter 6: Crafting a Story 99

Chapter 7: Polishing a Story: Structure and Embellishments 119

Chapter 8: What to Do About Data 141

Chapter 9: Expanding and Contracting Your Story 159

Part III: Sharing Stories for Maximum Value 177

Chapter 10: Getting Comfortable Telling Stories 179

Chapter 11: Moving Stories into Multiple Media 197

Chapter 12: Incorporate Story in Your Organization 213

Part IV: Tailoring Storytelling to Special Circumstances 233

Chapter 13: Storytelling to Fund Your Passion 235

Chapter 14: Storytelling in Marketing 255

Chapter 15: Selling With Stories 275

Chapter 16: Using Stories to Spark Change 295

Part V: The Part of Tens 315

Chapter 17: Ten Things You Should Never, Ever Do 317

Chapter 18: Ten Storytelling Tips for Speakers 323

Chapter 19: Ten (or so) Ways to Measure the Results of a Story Project 331

Appendix: Real-Life Stories and a Template 335

Index 355

Karen Dietz, PhD, is a 25-year veteran in business storytelling consulting, training, and leadership, and organizational development.

Lori L. Silverman offers business storytelling training, keynotes, and consulting. For 26 years, she's advised enterprises on strategic planning and organizational change.