Category: Storytelling

What do the Maltese Falcon, the briefcase in Pulp Fiction, and the One Ring in Lord of the Rings have in common? They are all examples of a storytelling plot device known as a MacGuffin. A MacGuffin can literally be anything—a book, a mysterious briefcase (as mentioned above) but its only purpose is to set the story in motion. Once that’s accomplished, the MacGuffin usually...

We all love a great story, right? Well, as it turns out, customers and prospects love great brand stories too! A recently completed research study of over 1000 marketers concluded that among the highest performing content marketers, storytelling has become a “state of mind,” with 83% reporting that a “storytelling ethos permeates their entire organization” as a result. But make...

Although there is no single, objective standard for the elements of a great story, the prolific American writer, Kurt Vonnegut, liked to say that you must “be a sadist” to your characters. “Make awful things happen to them,” he said, “in order that the reader may see what they are made of.” What he was really driving at is the...

Were you a dreamer when you were a child? Did you get in trouble for daydreaming when you should have been doing your schoolwork—or did you have a teacher that recognized your higher purpose? This wonderful story from HP illustrates what beauty can truly arise when you’re encouraged to follow your dreams. Not only is this a great example of...

We’ve recently sent you some examples of the power of great storytelling. But can a great story actually drive leads your business? The answer is, unequivocally, “Yes!” (And we can prove it). Hear from one of our clients, in her own words, about how our story-driven marketing campaign (“Reducing Friction”) has generated qualified leads and awareness for Tungsten Network: We’ve...

Ah taxes… If the thought of getting through this onerous, yearly ritual brings a tear of frustration and anxiety to your eye, you’re not alone. But there is hope – and help – available, as this storytelling campaign from tax and accounting software maker, Intuit, so poignantly demonstrates. It just goes to show that no matter what the product or...

Do you know the one thing that ALL inbound and outbound lead generation strategies need to succeed? (See the answer below, but first consider this): Where do you “lead” your inbound leads – and what do you give them when they get there? How do you market to outbound prospects? You give them content, right? Sometimes that content is your...