Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires

This book is eye-opening and absorbing. As humans, we are drawn to stories. As business leaders, we can use this ancient idea to bond with customers and help them understand a complex idea with a simplified allegory. Stories are very “in” right now, and Aaker shines the light on why story is so powerful, why story works so well. Among other reasons, the one that really resonated for me is that story does not invite debate. Unlike the presentation of facts, listeners do not debate stories. Stories circumvent that part of our listening apparatus and go straight through to our customer’s hearts and minds. This book also draws on a broad array of illustrative examples. It makes for a book that is succinct and enjoyable to read.

I like it have not finished it yet but feel it could offer more.

Another great book by Aaker.

The media could not be loaded. Have you ever wondered why you can remember stories but you struggle to remember facts?Or why you’d rather listen to a story than a recitation of facts?There’s quite a bit of brain science behind why that happens but basically, the human brain is hard-wired to process stories, not facts.That’s why many authoritative research studies have concluded that if you can convey information in a story, it has a much greater chance (by an order of magnitude) of being noticed, understood and believed.And stories can be dramatically more effective at persuading people. As the adage goes, “Facts tell, stories sell.”But storytelling in business is much more difficult than spewing facts. You really need to know what you’re doing.Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires by David Aaker.The author reminds us about how powerful stories can be, which is why if you have facts to communicate, your best strategy is to find or create a story that allows your message to emerge and be heard.And in this digital age where content is king and attention has to be earned, stories are the key to content. Your social media audience is not passive and will only involve itself in your message if it’s intrigued by your content.But, here’s the kicker – communicating a strategic message through storytelling is extremely difficult. That is, if you don’t know what you’re doing.And that’s where this gem of a book helps you better understand the very misunderstood nature of business storytelling and how a number of organizations, big and small, are now effectively using strategic storytelling to get known, liked and trusted.And to listen to an interview with David Aaker about Creating Signature Stories, visit MarketingBookPodcast.com

Fácil de leer. Bastante informativo, incluye recursos externos como páginas de Internet, blogs y ejemplos ilustrativos de cada punto a tratar por el autor.

David Aaker's Creating Signature Stories is well worth the read, and a foundational element for your story-telling strategy.

A really long blog post. Not moving the needle.