Tell your process story
‘How we make it’ can be a compelling narrative
The other day, my husband came home with a bottle of Kelt — not his usual cognac. When I asked why he’d switched brands, he pulled out the box and started reading:
“Centuries ago, it was discovered that cognac, which was sent from France to the colonies, improved dramatically during the long sea voyage. The rolling of the sea, the temperature variations, frequent air pressure changes and the sea air itself rounds the spirit off in a beautiful way.
“In the 20th century came the age of brands. This meant the spirits were shipped in bottles rather than in oak barrels. The magical effect of the sea was lost as a spirit does not mature once it is bottled.
“Kelt has revived the tradition … We send our already aged spirits, still in oak barrels, on a three-month sea voyage around the globe. This, the Kelt Tour du Monde, creates a unique spirit and restores an aspect of quality lost for almost a century.”
My husband takes his cognac seriously. Why did he change his brand?
Whoever tells the best story wins
Storytelling is “the most powerful form of human communication,” according to Peg Neuhauser, author of Corporate Legends and Lore.
Indeed, stories can help you grab attention, boost credibility, make your messages more memorable — even communicate better.
Stories are so effective that Og Mandino, the late author of the bestselling The Greatest Salesman in the World, says, “If you have a point, find a story.”
At Master the Art of the Storyteller — our two-day creative-writing master class on Feb. 23-24 in Los Angeles — you’ll learn to find, develop and write stories that engage readers’ hearts and minds.
Specifically, you’ll learn how to:
- Find the aha! moment that’s the gateway to every anecdote.
- Elicit juicy stories with the key question to ask during an interview.
- Organize your material into a powerful story in just three steps with our simple storytelling template.
- Start an anecdote with a bang — instead of a whimper.
- Find anecdotes in the making with “WBHA.”
This is the only writing workshop we have planned in Los Angeles in 2017. Don’t miss out on your chance to Master the Art of the Storyteller in LA! Register now.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Ask about piggybacking on my upcoming engagements in: