Learn the Art of Storytelling...
Great content tells a story. It has a beginning that grabs the reader, a middle that keeps them intrigued, and an ending that’s memorable. And storytelling can be applied to all content. Or as the novelist Stephen Pressfield put it:
“That’s a novel, that’s a play, that’s a movie, that’s a joke, that’s a military campaign. It’s also your TED talk, your sales pitch, your Master’s thesis, and the 890-page true saga of your great-great-grandmother’s life.”
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Does your work require you to write blogs, web content, reports or other types of copy? If so, you can achieve vastly better outcomes and make the process far more satisfying by applying the tricks and tools of great storytelling. And with the help of many other great writers (such as authors, screenwriters and poets), I’ve created a course that helps you do just that.
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As soon as I became a journalist at the age of 22, I became a storyteller – I just didn’t realise it at the time. But as I developed the habits of an experienced writer, I became increasingly interested in the structure of stories and the emotional impact that effective ones have on our minds.
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After a while, I had collated so much information and insights that I began speaking regularly on the subject at conferences.​ Also, in 2015, I organised a day-long event for 100 marketing and communications guests at the Scottish Storytelling Centre in Edinburgh (see right). Called The Storytellers, it featured five other experts I invited to take part with me and my team from White Light. It was an inspirational day. ​
I’ve continued reading and thinking about storytelling ever since and, in 2024, I pulled all these insights into a course that lasts 1-2 hours and can be tailored to the specific needs of you and your colleagues.
Speaking at The Storytellers, 2015
Clockwise from top left: Psychologist Nathalie Nahai, theatre director Simon Sharkey, magician Kevin Quantum, poet David Campbell & comedian Fiona Herbert.
​​The course can be held in person or online, and I provide detailed leave-behinds. Together, we explore what a story really is, why it’s such a powerful way to communicate, and how you can apply storytelling techniques to everything from website copy and reports to blogs and social media – indeed all forms of external, internal and stakeholder comms. Plus, I share a stack of great advice from authors, poets, film-makers and more.The course also shows how developing storytelling skills and knowledge gives you a big advantage over anyone who thinks that ChatGPT is the solution to effective writing.
To find out more, do get in touch​. If your work requires writing for an audience, I think you'll find the course enjoyable and very useful.​
“After nourishment, shelter and companionship, stories are the thing we need most in the world.”
Philip Pullman
WHAT CLIENTS SAY
Feedback after launching the course in 2024
“The content was great, everyone really enjoyed it and we’ve all gone away with lots of ideas about how we could apply it.”
“The session was very engaging and will prove very useful when structuring and writing our reports.”
“The examples of applying what authors do to writing a report in the office was a real eye opener. We’re buzzing about how we can step up our writing off the back of this.”​
© 2024 Fraser Allen Communications / DESIGN: lennondesign.co.uk