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SXSWi 2011 Writing Workshop with @BettyDraper

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Session given at SXSWi on Friday, March 11, 2011

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SXSWi 2011 Writing Workshop with @BettyDraper

  1. image swiped from AMCTV.com sxswi 2011Writing Workshop with @bettydraper Saying It Short
  2. @adbroad @bettydraper brandfictionfactory.com
  3. brandfictionfactory.com
  4. The less you say, the more they’ll remember. brandfictionfactory.com
  5. “Short attention span linked to TV” image pilfered from EdwardBoches.com --USA Today, 2004 brandfictionfactory.com
  6. “The internet is rerouting our neural pathways.” --Nicholas Carr, The Shallows What the Internet is Doing to our Brains
  7. The biggest impediment to concentrationis your computers ecosystem of interruption technologies: IM, email alerts, RSS alerts, Skype rings, etc. --Cory Doctorow, co-editor of Boing Boing: A Directory of Wonderful Things. brandfictionfactory.com
  8. 1.Make a story. brandfictionfactory.com
  9. Our brains are wired for stories. image swiped from AMCTV.com
  10. Make it a short story. (this takes a long time) brandfictionfactory.com
  11. “I didn’t have time to write a short letter, so I wrote a long one instead.”-Blaise Pascal, French scientist (often falsely attributed to Mark Twain) brandfictionfactory.com
  12. 2.Make every word count. brandfictionfactory.com
  13. “The difference between the right word and almost right word is the difference between lightening and lightening bug.” --Mark Twain brandfictionfactory.com
  14. dataISN”T A STORYbrandfictionfactory.com
  15. One death is a tragedy; one million is a statistic. --Stalin brandfictionfactory.com
  16. DataThe king died. Then, the queen. brandfictionfactory.com
  17. StoryThe king died. Then, the queen died of grief. --E.M. Forster brandfictionfactory.com
  18. Paul Ford listened to 1,302 bands worth of music at SXSW09 and reviewed each in six words or less.
  19. 3.Consider the target images courtesy AMCTV.com
  20. brandfictionfactory.com
  21. 4.Keep it simple. brandfictionfactory.com
  22. brandfictionfactory.com
  23. “Betty’s tweets are simply entertaining. That is, they’re simple. Frequently her tweets are less than 140 characters.” --Englund Blog, Daily Dose of Social Media brandfictionfactory.com
  24. Stop writing paragraphs.Think about traffic signs. brandfictionfactory.com
  25. before you think you are finished brandfictionfactory.com
  26. A kindergarten teacher turned every student into an artist.“It’s just a matter of knowing when to take the paper away.” --Martin Stevens, former Revlon Creative Director brandfictionfactory.com
  27. Leave out the parts people skip. --Elmore Leonard
  28. It’s not about telling it all. It’s about telling it right. brandfictionfactory.com
  29. Michael Pollan’s theoryby Design strategist Jono
  30. Eat food. Not too much. Mostly plants. --Michael Pollan, In Defense of Food
  31. (actual slide, not a simulation) What is transmedia? Transmedia is a format of formats; an approach to story deliverythat aggregates fragmented audiences by adapting productions to new modes of presentation and social integration.The execution of a transmedia production weaves together diverse storylines, across multiple outlets, as parts of an overarching narrative structure. These elements are distributed through bothtraditional and new media outlets. The online components exploit the social conventions, and social locations, of the internet.
  32. What is transmedia? Narrative told through many media at oncein a way that is non-linear, participatory and immersive. --Frank Rose, author The Art of Immersion
  33. What is transmedia?Stories freed from the restrictions of any single platform or media. --Michael Morello, co-founder, ECD of Campfire
  34. Successful communication isn’t about technology. It’s about story. brandfictionfactory.com
  35. For sale. Baby shoes. Never worn. -Ernest Hemingway
  36. Shipwrecked by Bob Thurber (from Hint Fiction, Stories in 25 Words or Less)After we buried the captain, we salvaged theVictrola. It worked, though the mahogany wasruined. Half of us put on dresses. And wedanced.
  37. 5.Say it different. brandfictionfactory.com
  38. brandfictionfactory.com
  39. --sign by cash register at Harney’s Tea Shop, Millerton, NYbrandfictionfactory.com
  40. http://mirandajuly.com/
  41. http://mirandajuly.com/
  42. http://mirandajuly.com/
  43. http://mirandajuly.com/
  44. http://mirandajuly.com/
  45. The most important story you tell is your own. brandfictionfactory.com
  46. Writing your bio means creating a narrative from the many people you are. brandfictionfactory.com
  47. “Thus play I in one person many people, and none contented.” --Shakespeare, Richard II
  48. Writing your bio means creating a character. brandfictionfactory.com
  49. The oldest working writer in advertising brandfictionfactory.com
  50. Your photo speaks volumes. brandfictionfactory.com
  51. Evan R. Chesler, Presiding Partner,Marty Cooke, CCO ad agency corporate law firm
  52. What do others say about you? brandfictionfactory.com
  53. Convent of the Sacred Heart, NY2004 Yearbook
  54. Exercise partially stolen from Michael Margolis @GetStoried. brandfictionfactory.com
  55. 1. Where were you born?2. What was your first job?3. What is your work now?4. What is your passion?5. What did you wake up thinking about this morning? brandfictionfactory.com
  56. Helen Klein Ross She’s loved advertising since the dayit convinced her mother to buy Sea Monkeys. brandfictionfactory.com
  57. helenkleinross@gmail.com 917-796-8330 @adbroad