[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foutreach-conference-2018-jack-murray":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":408,"breadcrumbs":409,"reading_minutes":145,"category":416,"head":418},"2018-06-08T09:27:17",{"rendered":6},"\u003Cp>With a lilting Irish accent and a propensity for the odd cheeky swear word, Jack really won the audience over from the beginning.\u003C\u002Fp>\n\u003Cp>An ex-journalist, his talk was all about telling better stories and encouraging people to act the way you want them to act by telling your stories in a different way. Here’s our write up of his session.\u003C\u002Fp>\n\u003Ch2 id=\"its-all-about-the-story\">It’s all about the story…\u003C\u002Fh2>\n\u003Cp>Lloyds Bank first released their ‘this is real life’ campaign in 2016. Ever since, it’s sat in Jack’s presentations as an example of storytelling. Here’s that campaign:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fu8jSpOLowYM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>“Did it make you feel emotional?”, Jack asked. For most of the audience, the answer was yes – the advert brought about emotion because it tapped into the human experience and made us all remember emotional times in our own lives. That, he said, was storytelling.\u003C\u002Fp>\n\u003Cp>\u003Cem>Content\u003C\u002Fem>, on the other hand, is like a syringe full of green stuff that we’re trying to inject into people and force upon them. Content, he argues, isn’t what the future of storytelling is all about.\u003C\u002Fp>\n\u003Ch2 id=\"great-stories-get-more\">Great stories get more…\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Attention\u003C\u002Fli>\n\u003Cli>Sales\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Whether you’re a PR, a marketer, a business owner, you’re probably trying to get people to notice your thing, and buy it. That’s what storytelling can help you do.\u003C\u002Fp>\n\u003Cp>In today’s digital world, people’s attention spans are getting shorter and shorter. The thing we need to ask ourselves is:\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Are we building relationships, or are we just distracting people?\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"how-do-we-create-better-stories\">How do we create better stories?\u003C\u002Fh2>\n\u003Col>\n\u003Cli>We need to believe in what we’re doing.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>If we think our thing is a bit dull, everyone else is going to think it’s dull, too. If you like it, they will like it. If you love it, so will they.\u003C\u002Fp>\n\u003Cp>So much of great storytelling is rooted in emotion. If we can communicate the emotion of the thing we’re trying to promote, we can better engage our audiences.\u003C\u002Fp>\n\u003Cp>Jack gave an example from Tesco. Their advert, released last year, focused on the joy of family. It’s a brand that’s not necessarily known for being a hearty family brand, but that advert changes the way people perceive them – because they tap into emotion to do it.\u003C\u002Fp>\n\u003Cp>Think about the hormones we trigger when we tell a story. Create happiness and intrigue.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-your-magic-slice\">What is your magic slice?\u003C\u002Fh2>\n\u003Cp>Think of the venn diagram, where what you want to talk about overlaps with what they want to hear about – that, according to Jack, is \u003Cem>your magic slice\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6131 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FPAhvmJL7-magic-slice-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"magic slice\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"where-should-you-use-stories\">Where should you use stories?\u003C\u002Fh2>\n\u003Cp>Simple answer: use stories everywhere. Create what Jack calls a ‘story rich environment’.\u003C\u002Fp>\n\u003Cp>Bring stories to your presentations. Think about how to incorporate storytelling into your meetings. Let’s, says Jack, stop ‘boring the arse off each other’.\u003C\u002Fp>\n\u003Ch2 id=\"top-takeaways\">Top takeaways\u003C\u002Fh2>\n\u003Cp>While Jack’s presentation certainly evoked a lot of emotion, we’re not quite sure what the tangible takeaways are. Here’s our best attempt:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Think about how to evoke emotion. Stop trying to sell ‘things’, start trying to sell ‘feelings’.\u003C\u002Fli>\n\u003Cli>No brand is ‘too boring’ to create a great story, providing you believe in what you’re saying.\u003C\u002Fli>\n\u003Cli>Try to incorporate storytelling into everything you do – we’re not keyword stuffing or article spinning anymore!\u003C\u002Fli>\n\u003C\u002Fol>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},132,"OutREACH Conference","\u002Fblog\u002Fcollection\u002Foutreach-conference\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-6130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-outreach-conference",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Outreach Conference 2018: Why Story Eats Content for Dinner – Jack Murray",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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