The Business of Story Podcast with Host Park Howell
How to craft and tell compelling stories that sell in your story marketing
Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your story marketing standout.
Guests include: Robert McKee, Don Yaeger, John Yorke, Jen Grisanti, Pat Solomon, Jay Baer, Nancy Duarte & Patti Sanchez, Michael Margolis, Michael Hyatt, Margaret Hartnell, Michael Hauge, Dick Orkin, Brian Palermo, Dr. Randy Olson, Michael Port, Bryan Kramer and more.
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What makes a Super Bowl TV spot super? Keith Quesenberry studied over 100 commercials, and here’s what you can learn and apply from what he found about the five-act story structure.
How Data Works to Back Powerful Stories: Keith Qusenberry
Would you ever think a SuperBowl commercial could drastically improve its effectiveness by imitating Shakespearian plays? Turns out, there’s quite a bit we could learn from these classical works of a master storyteller. Our guest, a veteran in the field of brand marketing, was all but stumped by what factors caused a television spot to be successful or forgetful… until a strange thought about Shakespeare came to him in the night.
Join us today with Keith Qusenberry, author, creative director of television ads, and currently a professor of marketing at Temple University. Through his years of trial and error, success and defeats, Keith has learned the power that storytelling and conflict resolution can have on an audience. He’s here with us to pass that wisdom on to you.
-Benefit of the five-part story structure
-Why a story with good values is most effective
-Importance of conflict
“Everyone would ask me, ‘what makes the good spots,’ and I kind of didn’t know!” – Keith Qusenberry
“How do you want your audience to feel?” – Park Howell
“If anyone knows marketing, you know you have no control” – Keith Qusenberry
How to harness your storytelling superpower
Storytelling is the closest thing to magic that humans have developed. The ability to transfer a thought or emotion from one brain to another, to transfer that through hundreds of generations of people, even once the original story teller is long dead, is an incredibly powerful force.
This superpower we have, the power gained merely through writing pages in a book or relating one’s experiences to another, is baffling and marvelous and there are no other species that use this ability. Storytelling is the force that made humans what they are today; there would be no language without stories, no societies without empathy and understanding, and no progress without collaboration through similar experiences.
Our guest today, Lisa Cron, author of Wired for Story and Story Genius, has worked for years with writers, educators and nonprofit organizations to help strengthen their messages through the magic of storytelling narratives.
Humans need storytelling just like they need food and water. Find out how to harness your superpower on this episode of Business of Story.
How stories can make someone live another person’s experiences
Why stories are the primary method of communication
What effect does a narrative has on a person’s mind
“Story is story, regardless of format.” – Lisa Cron
“Emotion is how we make every decision.” – Lisa Cron
“Story isn’t a way to communicate: story is THE way to communicate.” – Lisa Cron
Hear how Harvard Ph.D and USC film school grad, Randy Olson, learned his greatest storytelling lesson from Cartman of South Park, and how you can use it, too, in your content marketing. Olson calls it the And, But, Therefore (ABT) method, and it is the simplest, most profound method to create the foundation for your stories. I call the ABT the DNA of story. You’ll find it in everything from Aristotle’s Poetics to the Philosopher Hagel’s dialectics to Lincoln’s Gettysburg Address to Parker’s comedy scripts.
Olson just published a new book, Houston, We Have a Narrative: Why Science Needs Story, encouraging scientists to use the ABT to connect with us common folk.
Listen to Randy’s episode below.
How a Story can be Dynamic: Creating Positive Story Loops
What is it that makes a good story? What mechanisms are at play to make an effective narrative tick? Perhaps most important, why would anyone care about my story? Our guest today is a professional in the field of storytelling, and will guide you through a simple storytelling structure that can greatly benefit your brand. If your story brand marketing seems to be lacking, this episode may have what you need to get the story back on track.
Kevin Richardson, who’s worked on productions ranging from video games to Disney movies, has a long and thorough history in crafting stories. His methods of creating dynamic narratives that can involve the audience have caused a dramatic increase in positive views. A story that involves an audience can be astonishingly effective!
Tune in to find out how to optimize your marketing through these simple yet effective storytelling techniques. Learn from a storytelling expert on how to change your good brand story into a great brand story.
-Universal truths about all stories
-How to make people care about your story
-What people respond to best
“Turn data into drama.” – Kevin Richardson
“Persuasion is always better than force.” – Park Howell
“a spoonful of story helps the data go down” – Kevin Richardson
Mentioned in this episode: