When you want your texts to be read and your products to be bought.
What is a story without a hero?
You are the hero of this story, because it is for you we have developed and recorded this course. So consider that the door creaked, the gate opened and your story begins.
What the hero dreams and strives for
The ideal plot for any story is “the hero wanted to do this and got this.” What does our hero strive for and what doesn’t he get?
- Wants sales and gets a lot of effort for nothing.
- He wants to understand who his customers are, but he gets strange abbreviations from the marketing manager
- Wants an easy relationship with texts, but instead tortures formulas and does not believe in himself
- Wants customers to find out about him without effort, but ends up spending a lot of money for nothing
- Wants an interesting blog, but dies from feeling tired
- and content overload
- Wants people to understand what he does, but ends up confusing himself with products
- Wants to understand strategy, but ends up losing inspiration and can’t write a word
- Wants a fairy tale, but gets the harsh reality of our reality
Stages of the Hero’s Way
Stage 1. Life in the Ordinary World
Organizational issues of the course.
The basic theory of storytelling. The tasks and functions of storytelling in business.
Analysis of habitual text strategies. Why texts written according to formulas do not work.
Homework: Write texts as you normally write for mailing lists and social networks.
Stage 2. Call .
What’s not working for you in the way you write today? What results are you not getting from your texts, but would like to get?
Analysis of typical mistakes in texts on examples of submitted work. Ways to work with erroneous strategies.
Stage 3. Rejection of the call
Mythology as the basis for modern storytelling.
Where did your storytelling come from and why do not American methods often work
Homework: Learn how to set objectives for a text and how to use the world’s stories to your own ends by writing a text.
Stage 4. Meeting with a mentor.
What in the texts works for you.
Analysis of submitted texts.
Correcting erroneous strategies.
Step 5. Crossing the threshold.
How storytelling works for business. What are the features of stories that you can use in social networks and newsletters without fear of looking silly and inappropriate.
Homework: Creating a content plan of stories for your project, Task – story format. Writing the first text from the plan.
Stage 6. Meeting the “dragons” and allies
What improves and what makes a story worse. Analysis of surrendered content plans. Breaking down tasks and strategies.
Correction of erroneous strategies.
Analysis of texts in conjunction with the content plan.
Stage 7. The point of “death”.
How we “kill the story” stylistically. And, conversely, how stylistics reinforce the values of the author, the characters, the place and time of action, etc. What goals and what linguistic techniques can be used to achieve . .
Homework: Write a second text from the plan and edit the stylistics of stories already written. Work in pairs.
Stage 8. The Gift of Power
Analysis of submitted texts.
Analysis of erroneous strategies.
Recommendations for change
Stage 9. Test
Selling Stories. How to use storytelling to sell. How to sell luck and how to sell fakaps. Where, how and when to publish your stories. Relevance, context,
Homework: write a sales story for your blog
Stage 10. The Road Home.
Analysis of submitted texts.
Analysis of erroneous strategies.
Recommendations for change
Stage 11. Mastery
Masterclass #1.
Live stories. Online game “Real Storytelling”. Participation in person only! Please book your time in advance. The rules of the game will be announced during the process.
Homework: record the resulting story and adapt it for your site
Stage 11. Mastery
Masterclass #2
Live stories. Online game “Real Storytelling”. Participation in person only! Please book your time in advance. Rules of the game will be announced during the process.
Homework: record the resulting story and adapt it for your site
Stage 11. Mastery
Master Class #3
Live stories. Online game “Real Storytelling”. Participation in person only! Please book your time in advance. Rules of the game will be announced during the process.
Homework: record the resulting story and adapt it for your site
Stage 12. The Story of Power
Discussion about the stories. The opportunity to ask questions about the texts. Feedback from the mentors.
Closing scoring.