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anne m schueller_portrait-hat with-Anne M. Schüller is a management thinker, keynote speaker, business coach and multi-award-winning bestselling author. She has been repeatedly named Top Voice by the business network LinkedIn. The business administration graduate is considered a leading expert in touchpoint management and customer-focused corporate management. She is one of the most sought-after speakers in German-speaking countries. For more than 20 years she held management positions in sales and marketing at various international service companies and received several awards. In 2015 she was inducted into the Hall of Fame of the German Speakers Association (GSA) for her life's work. Touchpoint management, customer loyalty and referral marketing. She also conducts power workshops on these topics. Your Touchpoint Institute trains certified Touchpoint Managers. Her clientele includes the elite of the German, Austrian and Swiss economy and Managementbuch.de is one of the most important management thinkers. Her bestseller “Touch.Point.Victory.” is Trainer Book of the Year 2016. Her bestseller “The Touchpoint Company” was named Management Book of the Year 2014. Her bestseller “Touchpoints” is SME Book of the Year 2012. When it comes to the subject of customers, she is one of the most cited experts. More information at www.anneschueller.de and www.touchpoint-management.de

This is how modern storymaking works: 3 steps to good stories

Storytelling is indispensable in modern marketing and successful corporate communications. This requires narrative material. Effective stories, which can be counted, however, do not simply arise. They are made. And then deliberately spread. So you not only find new good employees, but also customers who buy. Best of HR – Berufebilder.de®

Why stories are so very effective

People love to share their stories with other people. Especially when we are touched emotionally, we like to tell. Social sharing is called in the language of the web. It serves - besides sharing - also the ordering of feelings. Negative feelings can be mitigated by talking about them. This provides relief.

Positive feelings, on the other hand, can be amplified and prolonged by talking about them. Contents with low emotional value are hardly shared with others, whereas very emotionalizing content is often shared. In this way, vendors can be on everyone's lips. This happens especially when they tell content as a story. The more emotional, the more viral.

Stories translate information into emotion

Stories draw us magically in their spell. They increase credibility because they are much more memorable than numbers, data and facts. When masterfully told, they have an incredible psychological power. They make you curious and captivate your attention.

They loosen up and relax. They awaken the feeling of familiarity. They address and activate the imagination. They even make comprehensible connections understandable. And they increase the conviction. They encourage listening, understanding, keeping and agreeing without being oppressed.

Good stories are cinema in the thinker

Brain researchers believe that every thought and decision process is accompanied by inner images that our brain constructs in a ceaseless process of creation. These constructions are based on images of perceptions which send our senses to the brain convolutions, the images of memories of earlier experiences, and the inner images of the imagination.

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Good salespeople and exciting brands set their true stories in motion with their stories. Marketing people call this brain scripts. “We are all looking for our own story. The Brain Scripts, the stories of the others, help us to do this, ”wrote the Austrian media dramaturg Christian Mikunda in his book The Forbidden Place or The Staged Seduction.

3 Steps to a good story: Management needs story-tellers

If the bossed, fixed-minded managers would finally only understand: people prefer to be seduced by stories rather than by factual representations and sober facts. Although PowerPoint presentations are popular, it is extremely unprofessional to want to win over them.

Incidentally, US scientist and Nobel laureate Daniel Kahneman has experimentally proved that it is not the person who acquires the power of interpretation who gathers the best arguments, but the one who tells the most coherent story. In addition, stories make the Company and their employees also more human.

1. Story making instead of storytelling

Storymaking stands before the story. This requires surprising products, fascinating service, extraordinary encounters. What people tell about it must be sought and found. Altogether there are three directions:

  • Stories from the company,
  • Stories about his co-workers,
  • Stories from and with customers.

For example, you can report on the successes the customers achieved with your help, which personalities have to do with your products or in which exciting places they are used. You can tell stories about special people in your company and share episodes from their everyday business life.

A look behind the scenes is also of interest. Chat about special production processes, rare raw materials and (hopefully positive) events from their countries of origin. You can reveal the stories behind inventors and their innovations, or outline the future of your industry.

2. Very productive: stories about the beginning

Curiosities from the early days of a company also make good stories. At Innocent, the European market leader for smoothie fruit juices, it sounds like this: Our story began in 1998 when our founders Richard, Jon and Adam came up with the idea of ​​making smoothies. They bought fruit for 500 pounds sterling, mixed it into smoothies and sold it at a jazz festival in London.

There was a sign in front of their booth asking, "Shall we give up our jobs to keep making smoothies?" They had two trash cans underneath, one said yes, the other no. On Sunday evening the yes bucket was full of empty bottles. On Monday they went to work and quit their jobs to start Innocent.

3. For example, the founding myth of Apple

Walter Isaacson revives the founding myth of Apple in his biography of Steve Jobs. It all began in 1976. The young company urgently needs a name. At first the founders think of all kinds of technical-sounding terms. Jobs has just finished a fruit diet and has returned from an apple orchard.

Inspired by this, he proposes after initially unsuccessful search the name Apple. That sounds friendly and peppy to him and takes the computer world coolness and sharpness. In addition, they would stand in front of Atari in the phone book. He tells his partner, Steve Wozniak, that he wants to stay with the name Apple if they can not think of anything better until the next day the founding application is made. And so it happened.

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6 responses to "This is how modern storymaking works: 3 steps to good stories"

  1. Ursula Rosengart says:

    RT @anneschueller: How #Storymaking & #Storytelling succeed (1/3): 3 steps to good stories - Recommended contribution MrIcVH3oM3 via @ berufebild ...

  2. Anne M. Schüller says:

    How #Storymaking & #Storytelling succeed (1/3): 3 steps to good stories - Recommended contribution MrIcVH3oM3 via @ berufebilder

  3. Ursula Rosengart says:

    RT @anneschueller: How #Storymaking & #Storytelling succeed (1/3): 3 steps to good stories - Recommended contribution MrIcVH3oM3 via @ berufebild ...

  4. Anne M. Schüller says:

    How #Storymaking & #Storytelling succeed (1/3): 3 steps to good stories - Recommended contribution MrIcVH3oM3 via @ berufebilder

  5. Anne M. Schüller says:

    How #Storymaking & #Storytelling succeed (1/3): 3 steps to good stories - Recommended contribution MrIcVH3oM3 via @ berufebilder

  6. Job college says:

    How storymaking & storytelling succeed (1/3): 3 steps to good stories by Anne M. Schüller - Recommended contribution oQx8sDx8FF

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