Whether you are branding your company, your product, your service,
or yourself, learn to boost the power of your story and convey a
compelling message in any setting by incorporating villains,
victims, and heroes. Compelling stories exalt, motivate, and
acculturate every worker in an enterprise. They also attract
customers and media alike. Imagine an elderly man, snowed in,
unable to shop for groceries until a supermarket comes to the
rescue and delivers his food. The story of this company going out
of its way to help a customer in need will resonate not only with
consumers but also with employees. This book explains not just how
to tell a captivating story, but also what elements-namely,
villains, victims, and heroes-it should include in the first place.
This approach is based on the notion that in business messaging,
the villains may just be your best friends. The "villains" are
simply any problems that cause pain, discomfort, or extra expense
for customers, who are in effect the "victims." As for the
"heroes," they are best illustrated by the supermarket going beyond
expectations. Who in business wouldn't want to emulate that
company? If your products and services offer real solutions to
customers' predicaments, there is nothing more powerful than
communicating that message and making sure your potential customers
remember it. Provides a blueprint for constructing a story that
will connect narrator and listener through the scientifically
proven effect of neural coupling Emphasizes the importance of
personal authenticity in effective storytelling Provides abundant
tips on emotional branding, writing, rhetoric, vocalization,
pacing, graphics, body language, breathing, and above all, creating
drama Applies to a broad array of applications and settings, such
as job interviews, ad campaigns, and professional presentations
General
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