Storytelling Masterclass

Overview

What makes a Hollywood movie a blockbuster or indeed what makes a novel a compelling page turner? There are a bunch of guiding principles these professional storytellers use to keep us glued to their content. What if you could apply the very same approach to your brand or marketing campaign? This session does just that and gives you the time and space to put the process into practice and receive actionable feedback during this advanced course in business storytelling.

Every business must have a north-star narrative that guides and informs all content and people in a way that is both consistent AND compelling. Yet most business narratives tend to be self-congratulating and fail to strike an emotional chord with intended audiences.

During this course, you will create the first draft of a more inspiring brand narrative that you’ll be able to take back into the field. Beyond this, you will discover a total change in mindset – one that will enable you to become more engaging and influential among customers, prospects, stakeholders, employees, channel partners and the media. Your copy will become more persuasive, presentations more powerful, content more colourful and social media more shareable.

You will take with you a story-platform that you may re-use and apply at any time you are facing a blank page. Ultimately, you will learn how to create campaigns and brand stories that will cut through the noise and make a meaningful and measurable impact on your business and career.

Who should attend?

Experienced communicators already aware of the business case for storytelling who want to explore new ways and create fresh ideas outside the confines and constraints of their business. This engaging session will inspire everyone from business leaders among the C-suite (CMO/CEO) - to PR, digital, content marketing and marketers who aspire be at the top of their game.

Learning outcomes

• Why stories matter – examples from the greatest storytellers of our time
• The power of narrative and how stories shape the way we feel, think and act
• How brand storytelling fits into cognitive marketing strategies and what you can do to make your own stories more relatable
• The art of integrated storytelling - how to create a story hierarchy across your business that keeps everyone and everything on message
• Making the business case for storytelling to your board
• Storytelling DNA - how to make storytelling a consistent part of your internal culture