Storytelling – inspire, convince, be understood
What you’ll learn
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great storytelling
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convince readers
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essay writing
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press release writing
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article writing
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where to begin?
01
Storytelling
Storytelling
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19:59
Why we tell stories
Learn how to tell compelling stories by connecting with audiences, choosing the right channels, and defining target group personas. Use five times why to reveal core needs.
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6:16
Mastermessage & three-dimensional entry
Master the kitchen call, the master message, to define your target group and a single meaning, then apply three-dimensional entry—topic, conflict, or protagonist—to shape the story to the author’s intention.
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12:15
Nine entries
Explore nine entry styles to start a text, including personal address, citation, scenic, report, aphorisms, paradox, provocation, question, and superlatives, tailored to your target group.
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18:43
Narrative structure & hero's journey
Learn how to identify the hero, their wish, and obstacles, and map them to the hero's journey stages. Explore call for action, tests, final opponent, reward, and perspective.
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15:59
Story sequence & perfect endings
Explore how to structure stories with flexible sequences—from beginning, middle, end, or frame and cable-car metaphors—using parallel structures and perfect endings like compression, outlook, or service.
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5:38
Writing pictures
Use figurative words to paint pictures in readers' heads, starting with a wall of shame to prune abstract terms, then guide readers from vivid scenes to policy topics.
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6:04
Best practice
Explore best-practice storytelling through multi-channel techniques that blend text, video, and graphics to engage emotions and information, with real-world examples like Snowfall and the Tinder swindler.