In Medias Res: For Marketing Communicators And Dorks Alike

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I am a big fan of using story when we are advocating for our businesses, brands, or big ideas. I believe that story is the royal road to understandable and engaging communication. It’s a time-saver, actually. Art: enhancing efficiency. Who would have thought?

In my own business, I offer story-based communications services, which means different things at different times. The ‘story’ in ‘story-based communication’ is anything that helps a reader or a listener to effortlessly imagine a concrete situation, rather than struggle to comprehend abstract ideas. That might mean I’m only using a briefly described scenario, example, or analogy, depending on the communications piece. But whenever it is appropriate or effective, I will include a fleshier, more traditionally story-like narrative. And when I do that, I get to use dorky literary devices. Why not? These devices exist to make the stories we read ‘for pleasure’ more interesting, compelling, and artful, and they function exactly the same way when we use them in business storytelling.

‘In medias res’ (from the Latin for ‘in the midst of things’) is a storytelling technique that builds intrigue quickly by starting the narrative from the middle of the action rather than the beginning. So in order to understand the significance of the scenario they have wandered into, the reader or viewer has to keep paying attention. They have to hang around to hear the ‘backstory’.

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December 23, 2014

Ghostwrite the Person Your Client Aspires To Be

Ghostwrite the Person Your Client Aspires To Be

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August 28, 2014

One Page Guide: The 4 Links of Marketing that Matters

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I just published a one-page guide on Scribd called ‘The 4 Links of Marketing that Matters’.

This is an ultra-simple guide for arranging the four types of information found in marketing that addresses a customer’s needs and compels action. The four-link chain is a simple mnemonic device that guides marketers in constructing stories about what happens when a customer purchases a service or product from a credible service-provider or vendor. I created this device to aid my own copywriting work and recently shared it with a group of entrepreneurs during a presentation on marketing. This is an original learning tool created by Salvo Communications. Enjoy, my high-EQ marketing communicators!

[Author: Kristin van Vloten]

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June 20, 2014