What’s actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?
Stories are made up of words. So when we are sharing our business stories — especially the ones we use in sales and marketing — what words should we be using to generate the results we desire?
If you are curious about that, then this article is for you. Written by Leo Widrich at LifeHacker, Widrich gives a terrific overview of how the brain handles different words.
He then goes on to give advice on which words are more persuasive than others, and gives good examples too.
I love his advice on how to ask questions, on removing ‘is’ from your language, and avoiding adjectives.
The only suggestion he makes that I disagree with is talking no longer than 30 seconds in a given conversation. Huh?? Doesn’t ring true. And I don’t think you will come across as authentic if you stick to this rule. Seems silly. If the human brain can only take in 30 seconds of input, we are all toast. And it’s unbelievable. So ignore this section.
Other than that, there is really good information here than can help you!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
See on lifehacker.com
Jenkins Group acknowledges StoryBranding:Creating Standout Brands Through The Power of Story, as best in marketing/advertising category
Chicago, Illinois (PRWEB) April 02, 2013 — Jenkins Group is proud to announce that the book, StoryBranding: Creating Standout Brands Through The Power of Story, by Jim Signorelli, CEO of eswStoryLab, was awarded the Axiom Gold Medal in the Advertising/Marketing category.
Axiom Business Book Awards honors the best business books published during the past year.
Drawing on “story logic,” StoryBranding was created to help big, small or personal brands establish or revitalize their identities in order to stand out among competitors. At its core is a working model that approaches the brand as the story’s protagonist that must surmount certain obstacles in order to achieve a lasting relationship with consumers.
StoryBranding describes both a marketing philosophy and a planning approach that is practiced at eswStoryLab, a Chicago-based advertising agency. Growing out of a three-year research project, the book presents a number of unique tools that marketers can use to arrive at their brand’s “inner layer,” the authentic belief and value system that will resonate most with prospects. Following the 6C’s method that is prescribed in the book, one is able to create a StoryBrief. This is a tool that replaces the traditional creative brief and one that helps everyone associated with a given brand become more immersed in the brand’s authentic story.
On the cover of the book is a blurb from Annette Simmons, best selling author and renowned expert on the subject of story. She writes,”It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn’t have it twenty years ago.”
Dennis Dunlap, CEO of the American Marketing Association adds, “All marketers should read Jim’s book, especially those who haven’t embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book.”
“I am obviously very pleased and humbled by this award,” says Signorelli. “What started out as a manual to help our people become more adept at brand planning has resulted in two things I hardly expected, a book, and then this award.”
StoryBranding is currently a bestseller in the Marketing/Advertising category on Amazon and is available at most bookstores. It can also be ordered directly by going to www.jimsignorelli.com. A short introductory video on the subject of StoryBranding is available at http://bit.ly/143s4q3
Jenkins Group is proud to announce these results of the sixth annual Axiom Business Book Awards, honoring the best business books published during the past year.The Axiom Business Book Awards are intended to bring increased recognition to exemplary…
Great News re: Category #17. Thanks to all.
See on www.independentpublisher.com