Outspoken Media’s Director of Client Services Pearl Higgins knows the ins and outs of creating compelling content. With a background in Children’s literature that’s not surprising.
Only Pearl doesn’t just craft content; she tells stories, which is what she showed the audience at DFWSEM’s April 2017 event exactly how to do. She took the stage by storm and used her presentation to provide examples of great content and amazing storytelling.
This presentation covers all the bases of becoming a meaningful storyteller — from using the right imagery, to constructing sentences, to honing in on exactly the right kind of message. All these pieces work together to create a story like no other — one only you can tell.
3. My favorite book was about a
widower sailor with a lying
daughter, who tricked her only
friend into almost dying on a
jetty during a hurricane.
3@Pearl_Higgins
20. 70% of
consumers
turn to online
consumer
reviews as the
second
most-trusted
source.
20
Source: Nielsen | Global Trust in Advertising and Brand Messages April 2012
@Pearl_Higgins
21. “Which means, successful brands
and marketers will need to find
ways to better connect with
consumers by creating the kind of
good-will that leads to positive
consumer feedback.”
21
Source: nielsen.com
@Pearl_Higgins
24. No one wants to hear your story:
•If you over-charged them.
•If they’re angry about your billing practices.
•If they never received their product.
•If the product broke.
•If your customer service is subpar.
•If your terms and conditions were not clear.
•If you made a social media snafu that you never really
fixed.
24@Pearl_Higgins
25. No one wants to hear your
story if you are not meeting
or exceeding their
expectations.
25@Pearl_Higgins
62. 62
“Much information is stored, indexed,
and retrieved in the form of stories.
People relate to each other in terms of
stories- and brands often play central
and peripheral roles in their stories.”
Source: When Consumers & Brands Talk: Storytelling Theory and Research in Psychology and Marketing
onlinelibrary.wiley.com
70. 70
Comedy:
Twelfth Night
Bridget Jones’ Diary
Tragedy:
Macbeth
Hamlet
Breaking Bad
Rebirth:
Beauty & The Beast
How the Grinch
Stole Christmas
@Pearl_Higgins
85. Molly Bang & picture books
85
Sometimes it’s all in what you
hint at, allude to, or use to
grab your audience’s
attention.
You don’t have a lot of time;
visuals can carry the weight
for you.
@Pearl_Higgins
115. Social Media Storytelling
•Facebook Canvas
•Stellar Stories
•Twitter Moments
•Animoto
•Adobe Spark Video
•Ripl
@untypicalman for more social
storytelling tips
@Pearl_Higgins 115
116. Let’s bring a little joy back
into what we do.
116@Pearl_Higgins