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Hollywood writer shares the principles of storytelling

Stimulating interest with a well-crafted story key to effective business writing

Published: Jul 24, 2013

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It doesn’t matter if you have a new product to launch, a service to promote, or a business proposal to sell; you need to be able to engage with a wide range of people by delivering a well-crafted story that makes them care, stimulates their interest and most importantly act upon what you tell them.

The good news is that you don’t have to become a best-selling Bahamian author to achieve this, but your customers do need to know who you are and the real story behind what you do. This is where the book ‘Do Story’ written by Bobette Buster, a Hollywood screenwriter, professor at the University of Southern California’s Graduate School of Cinematic Arts, and consultant, comes into its own. In only 112 pages the author shares the techniques used by the world’s best storytellers and helps you apply them to your own area of work, whether it be creative, academic, political or business related.

In ‘Do Story’ we learn that the key principles of successful storytelling include:

• Tell your story as if you're telling it to a friend, regardless of the audience.

• Learn how to effectively source, structure and shape your story.

• Choose one ordinary moment or "gleaming detail" that embodies the essence of the story, thus making the ordinary seem extraordinary.

• Finding the emotional connection with your audience can take a story from good to great – with a real impact upon its success.

Buster underpins these principles with ten exercises to get your creative juices flowing by applying these skills. For example, if you’re a manager this would include developing your individual 'story', perhaps giving an example of a successful collaborative approach to business development. The next step is then to outline the 'story' of your organization including its mission, and why you chose to be a part of it. This improved audience familiarity makes the development of a productive and long-term emotional relationship so much easier to achieve.

If you believe the best stories have a happy ending, then read on as ‘Do Story’ can enhance the effectiveness of your business writing, by reminding us that we all have a story to tell and providing guidance on how best to do this in your marketing – the write way.

‘Do Story – How to tell your story so the world listens’ by Bobette Buster and published by The Do Book Co.

Keith Appleton JP, BA (Hons), N.Dip.M, MInstLM has extensive experience within an academic, managerial and strategic leadership role. He is a member of the UK Institute of Leadership & Management and can be contacted at KeithAppleton@Hotmail.co.uk, or you can follow him at twitter.com/WritingRightNow.

Last Updated on Wednesday, 24 July 2013 15:28

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