Small tip for marketers using Storytelling

By Limor Shiponi A month ago we kicked-off another long storytelling course. One of the participants introduced himself as, “I work in marketing and I came to learn how I can use storytelling in marketing”. I smiled. Four lessons later I ask the guy, “so, can you see how you can use storytelling?” He replied, “I realize storytelling uses me. …

The day I came up with the Content Requirements Document (CRD)

By Limor Shiponi “I want you to rewrite the content,” said the branding agency manager, “make it a little moister.” I picked up a cup of coffee resting nearby and poured what was left of it on the printed document. It was after too many rewrites that indicated the person wasn’t holding a brief anywhere. “Here, a little moister,” I …

And the Marketer shall dwell with the Engineer

By Limor Shiponi I’m not going to surprise you with the notion marketers and engineers don’t live happily ever after in many tech organizations. Here are some highlights I’ve heard through the past years: Maybe they are geniuses, but they have zero communication skills. I have more important things to do than send info to those clowns. They’ll sit-up all …

Why marketing and storytelling don’t work together

By Limor Shiponi From the amount of noise on the web, you’d think there’s a goldmine in the marketing-storytelling connection; there might be in writing and talking about it. Truth is – with the current marketing mindset – there is no such connection. The reason is simple although it seems marketers have a blind spot there: If “evoke an emotion” …

‘The future of storytelling’ media mindset bias

By Limor Shiponi Any research project that comes up with a conclusion compacted into a couple of words all beginning with the same initial letter, instantly provokes in me the ‘oh, marketing’ response. If the people at Latitude are actually trying to figure out what audiences want, here is an addition to what they have found – ingenuity. At this …

When sharing is often far from caring

By Limor Shiponi ‘Sharing’ is an ‘us’ word. When placed next to ‘caring’ one might assume it is about ‘us’ too. Seems that with some people that’s not exactly the case. What am I talking about? aggregation. Some aggregate carefully, actually read what they are moving around, add a little note so you can decide if you want to click …

Things needn’t go digital – sex, storytelling, stuff

By Limor Shiponi So here we were walking out of Boulder High, and whether we realized it or not, we all mumbled one form or another of “well, that was ok, we’re alive”. We had to rush different ways so it way bye-bye time for now. I went to hear a panel but something was working its way through my …

Thank you at Boulder High

By Limor Shiponi Guy Benson, Ross Haenfler, Howard Schultz and myself on one stage at Boulder High, speaking about “Modern Media and the Teenage Mind”. How does that sound to you? 🙂 Boulder High has its own subcommittee for CWA and from what I’ve seen, if you want to find out what’s going to keep the US busy along the …

‘Pretty Woman’. You didn’t get the lesson, did you?

By Limor Shiponi Remember Julia Roberts walking into the stuck-up lucrative store that earlier rejected her presence? “big mistake” were her words before walking out; A modern variant of the old story about people paying more notice to what others wear than to who they are and what they do in the world. I was reminded of this incident not …

Storytelling, mass media and noise to market

By Limor Shiponi So it happens that just now I got to read The Long Tail by Chris Anderson. It’s a must read for anyone who is trying to figure out what’s happening in mass media, that’s for sure. For me, reading the book was a double-layer experience; the second layer dealing with figuring out something about the way many …