{"id":15537,"date":"2017-05-22T01:00:58","date_gmt":"2017-05-22T05:00:58","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=15537"},"modified":"2021-01-04T12:02:57","modified_gmt":"2021-01-04T16:02:57","slug":"craft-an-anecdote","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2017\/05\/craft-an-anecdote\/","title":{"rendered":"A bear\u2019s tale: Storytelling structure in action"},"content":{"rendered":"<h2>3 steps to a great story<\/h2>\n<p>Facts tell, stories sell.<\/p>\n<figure id=\"attachment_20058\" aria-describedby=\"caption-attachment-20058\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"20058\" data-permalink=\"https:\/\/www.wyliecomm.com\/2017\/05\/craft-an-anecdote\/closeup-brown-bear-ursus-arctos-portrait-in-spring-forest\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;Closeup brown bear (Ursus arctos) portrait in spring forest&quot;,&quot;created_timestamp&quot;:&quot;&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;Closeup brown bear (Ursus arctos) portrait in spring forest&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Closeup brown bear (Ursus arctos) portrait in spring forest\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tell me a story&lt;\/strong&gt; How can you make the most of your best business stories? &lt;em&gt;Image from iStock&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale-300x150.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" alt=\"A bear\u2019s tale: Storytelling structure in action\" title=\"A bear\u2019s tale: Storytelling structure in action\" width=\"600\" height=\"300\" class=\"size-full wp-image-20058 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale-300x150.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"20058\" data-permalink=\"https:\/\/www.wyliecomm.com\/2017\/05\/craft-an-anecdote\/closeup-brown-bear-ursus-arctos-portrait-in-spring-forest\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;Closeup brown bear (Ursus arctos) portrait in spring forest&quot;,&quot;created_timestamp&quot;:&quot;&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;Closeup brown bear (Ursus arctos) portrait in spring forest&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Closeup brown bear (Ursus arctos) portrait in spring forest\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tell me a story&lt;\/strong&gt; How can you make the most of your best business stories? &lt;em&gt;Image from iStock&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale-300x150.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg\" alt=\"A bear\u2019s tale: Storytelling structure in action\" title=\"A bear\u2019s tale: Storytelling structure in action\" width=\"600\" height=\"300\" class=\"size-full wp-image-20058\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/05\/a-bear\u2019s-tale-300x150.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-20058\" class=\"wp-caption-text\"><strong>Tell me a story<\/strong> How can you make the most of your best business stories? Fortunately, great storytelling is as easy as 1-2-3. Here\u2019s how to turn facts that tell into stories that sell, in this rewrite of one of my favorite corporate stories &#8230; <a href=\"https:\/\/www.istockphoto.com\/photo\/brown-bear-portrait-in-forest-gm968792764-264096559\" rel=\"noopener\" target=\"_blank\"><em>Image by Byrdyak<\/em><\/a><\/figcaption><\/figure>\n<p>But it&#8217;s not enough just to have a great story. To make the most of your best business stories, you also need great storytelling. <\/p>\n<p>Fortunately, great storytelling is as easy as 1-2-3.<\/p>\n<p>Here&#8217;s how to turn facts that tell into stories that sell, in this rewrite of one of my favorite corporate stories, <a href=\"http:\/\/about.van.fedex.com\/blog\/ben-the-bear-a-personal-account\/\" title=\"undefined\" target=\"_blank\" rel=\"noopener\">a piece about FedEx helping rescue a bear named Ben<\/a>.<\/p>\n<h2>1. Problem<\/h2>\n<p>&#8220;If you&#8217;re advertising fire extinguishers,&#8221; wrote David Ogilvy, &#8220;open with the flames.&#8221; <\/p>\n<p>So don\u2019t start your story with a pat on your own back. (It gets in the way of the story, and unless you\u2019re really flexible, it\u2019s hard.) Instead, jump right into the most provocative details of the story at hand: <\/p>\n<div class=\"excerptbox  dropshadow\">Ben, a grizzly-black bear, had spent six long years confined to a barren cage. <\/p>\n<p>Deemed &#8220;Attraction No. 2,&#8221; Ben was deprived of even the most basic necessities. His world consisted of nothing more than a barren 12-foot-by-22-foot concrete floor and a chain-link fence with an old bowling ball and some moldy stumps of wood. His \u201ccaretakers\u201d dumped dry dog food \u2014 what passed for his meals \u2014 onto the same concrete floor where he urinated and defecated. <\/p>\n<p>Ben spent his waking hours pacing, the result of profound deprivation and a sign of chronic distress.<\/p><\/div>\n<h2>2. Solution<\/h2>\n<p>I know, I know. This is the part you care about most: the part where your organization helped solve the problem. Your readers, however, are more interested in your subject. So make this the quickest part of the piece: <\/p>\n<div class=\"excerptbox  dropshadow\">After a long battle with the zoo owner, several rescue organizations won the right to move Ben to a lush animal sanctuary in Northern California. FedEx volunteered to fly Ben across the country for free. A team of 42 folks made sure Ben got all of the comforts he needed as he journeyed aboard \u201cBear Force One\u201d nearly 3,000 miles to his new home. <\/div>\n<h2>3. Results<\/h2>\n<p>Paint a picture of how great Ben\u2019s life is now: <\/p>\n<div class=\"excerptbox  dropshadow\">When Ben explored his vast new habitat for the first time, it was likely the first time he had ever felt grass beneath his paws. He pawed at the ground and smelled the grass. Within minutes, he was bathing and splashing in his own pool, ridding his body of grime for the first time in years. That night, he slept soundly on a comfortable bed of fresh hay and natural foliage. <\/div>\n<p style=\"text-align:center;\"><strong>How can you craft a story to make your messages more engaging?<\/strong><\/p>\n<div id='MC-ST' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-19\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds in our <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>3 steps to a great story<\/p>\n","protected":false},"author":6,"featured_media":20058,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[66],"tags":[341,331],"class_list":{"0":"post-15537","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-storytelling","8":"tag-facts","9":"tag-story","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - 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