Jill Pollack, director of StoryStudio Chicago and Words for Work, presents her Don't Be Boring! lessons on storytelling at work. Pollack is also a co-producer of Content Jam, Chicago's largest annual content marketing conference.

1. ©2014
StoryStudio
Chicago
Ltd.
All
Rights
Reserved.

2. Don't
Be
Boring
Learn
the
secrets
of
keeping
your
audience
enthralled
Content Jam 2014

3. Stories
matter
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

4. “
Marketing is no longer about the
stuff that you make, but about the
stories you tell. --Seth Godin
”

5. Every compelling story…
…
is
built
on
three
components:
emo%on,
cra+,
and
ac%on.
©2014
StoryStudio
Chicago
Ltd.
All
Rights
Reserved.

6. How stories work
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

7. Story elements 7
01
02
03
04
05
06
Details
Images
Voice
Emotion
Character
Tension/Conflict
©2014
StoryStudio
Chicago
Ltd.
All
Rights
Reserved.

8. Heroes
must fight
dragons
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

9. Source:
hGp://www.convinceandconvert.com

10. Classic
story
structure
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

11. #1 Know Your Audience & Goal
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

12. First Steps
Goals Audience
Who will you reach & why?
Describe this reader, likes
and dislikes. Create a
persona.
Be clear. What does this
message need to do for
you? What is success?
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©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

13. What does it take to create content?
©2014
StoryStudio
Chicago
Ltd.
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14. #2 Be Messy
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StoryStudio
Chicago
Ltd.
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Rights
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15. Amuse
yourself
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StoryStudio
Chicago
Ltd.
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16. Character + Emotion +
Desire = Messy pages
©2014
StoryStudio
Chicago
Ltd.
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17. MIND MAP!
1.
Pick
a
product
or
service.
Draw
a
circle
around
it.
2.
Choose
a
“hero”
and
draw
a
circle
around
that.
3.
Now,
branch
off
ideas,
words,
emoQons,
characters,
whatever
comes
into
your
head.
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

18. #3 Start a conversation
©2014
StoryStudio
Chicago
Ltd.
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Rights
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19. Send content
to the
Story Center
of the brain.
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

20. Hard-wired for stories 20
01
02
03
04
05
06
Ancient wiring
Fill in the blanks
Connect concepts
How we learn
As if it’s happening to us
How we connect
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

21. “ Make the reader do some work.”
--Molly Daniels
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

22. Conversation starters
Be specific Ask a
question
Open a door Invite action Write for
smart people
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.

23. “best blog headlines”

24. #4 Love the limitations
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StoryStudio
Chicago
Ltd.
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Rights
Reserved.

25. Opposites
attract
conflict
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StoryStudio
Chicago
Ltd.
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Rights
Reserved.

26. Use a limitation to your advantage
1.
Limit
yourself
in
the
wriQng
process:
Qme
or
word
count.
2.
Write
in
a
different
format.
3.
Experiment
and
let
first
draV
ignore
what
the
experts
say.
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StoryStudio
Chicago
Ltd.
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Rights
Reserved.

27. Story slam!
©2014
StoryStudio
Chicago
Ltd.
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28. Choose one
Choose
just
one
of
each
from
your
mind
map:
• character
• emoQon
• desire
Write
a
couple
opening
lines.
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StoryStudio
Chicago
Ltd.
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Rights
Reserved.

29. #5 Be compelling
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StoryStudio
Chicago
Ltd.
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30. Be compelling
Put the
reader first
Be true to
the story
Give reason
to action
Write a
story, not a
post
Start a
conversation
©2014
StoryStudio
Chicago
Ltd.
All
Rights
Reserved.

31. Jill
Pollack
jill@storystudiochicago.com
773.477.7710
www.storystudiowordsforwork.com
©2014
StoryStudio
Chicago
Ltd.
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Rights
Reserved.