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Corporate storytelling

Why B2B communications must get leaner in light of coronavirus

Are you overwhelming audiences with flotsam and jetsam in your B2B communications? Now overflowing the inboxes of leaders at all levels are hourly announcements of online meetings, webinars and virtual events we “must attend” as we figure out how to do business in a world stricken by the coronavirus. All of us now have a […]

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Want to jump-start great brand messaging? Write a strong core message 

In two years, we’ve completed a half-dozen brand messaging projects for B2B and B2C companies ranging from professional services firms to associations, coaching firms and consultants. We’ve found that when a company is new or rapidly changing, developing or revamping great brand messaging becomes a high priority for the firm. It’s work that’s typically required ahead […]

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B2B brand messaging: Are you overlooking your ground truth?

B2B companies that are growing and changing need to pause, revisit and rewrite their B2B brand messaging if it doesn’t tell the current truth about who they are, what they do and why — and how they do it differently than any of their competitors. What’s the best way to do that? If you are […]

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Why so many corporate stories are boring

When you tell a corporate story — no matter what it’s about — do you delight with details? Details can turn a boring story into an intensely interesting one so that readers are intrigued enough to keep on reading. Here are excerpts from a corporate story about a company planning a major move to a […]

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Why you should focus on feelings in B2B storytelling

Stories that make readers feel something are more likely to be remembered. So check your corporate storytelling for basic human emotions. Noted psychologist Robert Plutchik said there are eight primary emotions along with secondary and tertiary emotions. The eight primary emotions are: Joy Trust Fear Surprise Sadness Disgust Anger Anticipation Let’s look at an example. In a […]

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How to pinpoint the purpose of your corporate story

Corporate storytelling must have a business purpose and a business context. Do you know your story’s WHY or reason for being? Try this formula:  Fill in the blanks of the following sentence to create a purpose statement that will guide your corporate storytelling from start to finish.   The purpose of this story is to show how […]

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Do you know the 5 fundamentals of corporate storytelling?

Corporate stories are no different than any other story. They simply have a business purpose and a business context. When it comes to corporate storytelling, it’s important to know and apply the basics — whether you’re writing B2B articles, interviews, content, collateral, websites or white papers. Here are five corporate storytelling fundamentals you should know. Who are the characters in […]

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Memorable corporate storytelling (what every CEO wants more of)

When is a corporate story more than just a story? When it’s conceived and written with purpose: to help a CEO advance his or her top priorities for the organization. This month I ran a little experiment by reviewing corporate stories written for an organizational client over the last 16 months. I wanted to take […]

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A 5-step writing process for better B2B communications

When your team has to write a high-stakes document such as a white paper, e-book or case statement, what’s your approach? How do you avoid going in multiple directions and producing an endless number of drafts? How do you get input and feedback from leaders on your team — and be efficient at the same […]

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The biggest mistake teams make when collaborating to write high-stakes brand content

The client on the end of the line was desperate. The clock was ticking, and internal attempts to write high-stakes brand content as a team weren’t working. Could I assist? I met with the client to discuss the scope of work. “What writing process have you used to work with the subject matter experts on […]

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