Since time began, stories have captivated people. Everybody loves a good story.

Leveraging the art of storytelling creates communications that are powerful and compelling.

We’re  naturally drawn to good stories – especially today’s consumers. They want to be engaged. Storytelling achieves that on multiple fronts to help you stand out in a crowded marketplace.

Whatever your goal, whatever your issue, whatever your challenge ... it all comes down to personalizing people. That’s why real-life examples always resonate best.

Make storytelling a part of your marketing campaign and maximize the power it can deliver. Contact me to discuss story ideas and how they can work best for you.

Here’s a sampling of problem/solution stories I’ve compiled from a wide range of life experiences:

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He could talk the talk, but writing it was another story

Public figures aren’t necessarily good public speakers. Such was the case with former Chicago Bears head coach Mike Ditka, whose frequent outbursts and ill-advised comments ultimately led to his firing.

Despite his dismissal, the legendary Ditka remained a revered favorite among his fanatic fans, who loved hearing his outrageously colorful thoughts.  So a local newspaper chain thought it would capitalize on his iconic popularity and hire him to write a weekly, syndicated column.

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A well-researched campaign ... with landslide results

Developing our precious land comes with a cost: sprawl. Once that land is built upon, it’s gone forever. And that reality makes many people uneasy. But when there’s potential to make money, their concerns often rest more with their pocket book than  protecting open space.

Jeffrey Long recognized that fine and often contentious line. In advance of a landmark referendum which would affect every local citizen’s quality of life, he sought answers from those very people. Determined to understand their mindset , Jeffrey conducted dozens of interviews that opened a window into their thought process.

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One by one, small steps created path to success

“Bike paths are great. And so are recreation trails.”

“But NOT IN MY BACK YARD!”

It’s a familiar refrain. Most people will endorse a good idea. But they’re not always as eager to sacrifice. In this case, it was a group of neighbors who owned riverside homes. They were adamant in their resistance to a proposed bike trail/jogging path which would traverse the outer edge of their properties.

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What  were they thinking? Finally, we all found out ...

In one, fatal flash, a bolt of lightning ended the life of their father and changed their futures – an unfathomable tragedy which suddenly confronted two grade-school age sisters.

Tom Weaver was attending a PGA tournament as a spectator when a violent storm erupted.  Sadly, he never made those final few steps to the safety of his car.

John Daly, an unknown young golfer at the time, went on to win the tournament title and pocketed $230,000 with the victory. Upon hearing the tragic news, Daly quietly donated $30,000 toward a trust fund for the young girls, never intending to make a public announcement of his charitable contribution.

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Sharing the wealth, one story at a time

It’s amazing that even though everybody has a story to tell, very few deem their tales worthy of sharing with others, and even fewer go public with them.

Yet each person has a wealth of unique experiences to relate. Realizing that,  Jeffrey Long broke through the barrier of reticence. In seeking out people’s stories for his newspaper column, Jeffrey developed an interactive solution that offered readers the opportunity to “write” their own column.

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Amid the revelry, a little refinement made
this venue wildly successful

It was a restaurant with a reputation for wild celebrations. So when The Tequila Ranch in Hollywood, Fla., sought to broaden its appeal, the first challenge was to change the public’s perception.

With the restaurant’s popularity among party-goers well-established, Jeffrey Long created a marketing message that shifted the focus to its many other attributes.

In promoting an atmosphere of “casual elegance,” Jeffrey portrayed the image of class and refinement amid a festive, enjoyable setting. The restaurant’s extensive menu – a mere afterthought to the nightclub crowd – was given star status. Jeffrey highlighted the authentic culinary specialties, expertly prepared, which made The Tequila Ranch a unique dining experience.

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By switching gears, they put their profits into overdrive

Spectacular surroundings. State-of-the-art, high-definition TVs. All the modern bells and whistles.

The Park Sports Club had it all – except loyal customers. While its awe-inspiring design was breathtaking, so was its emptiness. On many slow nights, the restaurant manager sent workers home early to conserve payroll.

Busy nights were the exception. On occasion, big events – either televised or staged by the restaurant – drew sizable crowds. But the sluggish periods in between were crippling the owners’ bottom line.

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