How {& why} does ancient storytelling + river geography = better writing?! [Video]

7 min |

What does ancient storytelling & river geography have to do with improving your writing & marketing?

Get to know the third Storytelling Siren, Jagua, and how she can help you improve your business writing and marketing.

 

Streams of Your Business River

The communicative life of a business is the progress of a river from source to sea Click To Tweet

Source and Streams – Creates your brand identity {your philosophy, visual identity, phraseology}

Tributaries – Your offerings {products & services}

Fertile Delta – Your Publishing & Marketing {web, stationary}

Estuary – Your Audience Community where your river meets the sea

Experience streams melt into Narrative streams, forming the real-life stories you create for and with your audience, as your business evolves.

They’re both about relationships and how you make the people around you FEEL. This is where emotive storytelling comes alive. Say emotive – pumping words & copy full of emotion.

 

‘Hero’s Journey’

  • American mythologist Joseph Campbell, published a book called “The Hero of a Thousand Faces” – 400 pages combining his studies of mythology with modern psychology to discover an archetypal monomyth plot which appears in almost all stories everywhere, especially Western ones
  • A hero’s quest is characterised with trials, tribulations, and transformation of body and soul.

 

Storytelling: The most ancient form of human communication & connection

  1. Position your ideal client is the Hero of your business story – you play the role of Mentor.
  2. Think about their whole journey, from first their very first touchpoints–be that your homepage or Facebook post–as they travel up your business river and hang out in the fertile Delta, enjoying the things you publish and making use of your products & services.
  3. Think about each transformation you’re enabling {large life-altering/ small life-enhancing}– think about each transformation and how that makes your ideal client FEEL.
  4. Use those words in your sales writing to convey the benefits and value of working with you / buying from you and you’ll find you’re connecting with them on a deeper level.

 

Jagua = Journey

The third storytelling siren {Jagua} symbolises journey – the journey of your business, communications, and customers.

What kinds of Narratives will you create together as your audience journeys with you? What stories will they tell, or you want them to tell about their experience of your business?

Download the 8 Storytelling Sirens guide:

 

Full Transcript - 728 words

What does ancient storytelling & river geography have to do with improving your writing & marketing?

Hi, I’m Jeda Pearl and I’m a copywriter and communication strategist. I help incredible business owners build deeper relationships with more of their ideal clients, so they can grow their business using words with presence.

Today I want to talk about the Streams of your Business River and introduce you to the 3rd Storytelling Siren, Jagua.

[HOLD UP] Here she is. Her back faces us as she leads the way – she is pathfinder and mentor and she symbolises the storytelling element, Journey.

If we imagine that the communicative life of a business is the progress of a river from source to sea, we can picture each “channel” as:

The Source and Streams at the start of river together create your Brand Identity, the larger Tributaries further down are your Offerings –products & services, the fertile Delta is your Publishing & Marketing {web, stationary} and the Estuary is your Audience Community where your river meets the sea {you don’t want whole sea & every critter in it – you want to attract your Ideal Clients to your Estuary}.

The Source includes your Philosophy, Visual Identity & Phraseology, whereas your Streams are a combination of the Experience your whole Audience will have and the Narrative you create together.

Experience streams melt into Narrative streams, forming the real-life stories you create for and with your audience, as your business evolves.

They’re both about relationships and how you make the people around you FEEL. This is where emotive storytelling comes alive. Say emotive – pumping words & copy full of emotion.

You may have heard talk about the “Hero’s Journey”. It’s certainly become very popular in the online biz business world in recent years. Well, in 1949 an American mythologist Joseph Campbell, published a book called “The Hero of a Thousand Faces” – 400 pages combining his studies of mythology with modern psychology to discover an archetypal monomyth plot which appears in almost all stories everywhere, especially Western ones {not into Heroine/Eastern just now!}. The Hero’s Journey has influenced so many creators – authors, filmmakers, game designers, songwriters…

It is a hero’s quest with trials, tribulations and transformations of body and soul.

BTW This Joseph Campbell is the same guy who coined the term “Follow your bliss”.

I’m no mythology expert, but I have a deep love and respect for storytelling traditions. And in recent years, the business world has awakened to the power of story and adopted our most ancient form of human communication & connection – storytelling.

What does this mean for you & your business?

For most of your content, I want you to position your ideal client is the Hero of your business story – you play the role of Mentor {a helpful ally who arrives early on in the Hero’s quest to help them}.

This means you help your customers navigate their journey with you.

I want you to think about their whole journey, from first their very first touchpoints, be that your homepage or Facebook post, as they travel up your business river and hang out in the fertile Delta, enjoying the things you publish and making use of your products & services.

When you’re writing, think about each transformation you’re enabling, large life-altering/ small life-enhancing – think about each transformation and how that makes your ideal client FEEL – use those words in your sales writing to convey the benefits and value of working with you / buying from you and you’ll find you’re connecting with them on a deeper level.

What kinds of Narratives will you create together as your audience journeys with you? What stories will they tell, or you want them to tell about their experience of your business?

There are other ways you can explore classic storytelling themes to inspire your writing – I’ve included some prompts in my FREE Storytelling Sirens guide, which you can download on my website – jedapearl.com. That’s it. Thanks SO much for watching. If you enjoyed this video please share it with your business buddies & don’t want to miss next one, click button to subscribe.

Be back soon to introduce you to the 4th (& in my opinion most important) Siren and Story Element: Empathy.

 

 

 

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