Storytelling That Is Actionable and Accountable Part of the September 22 UX Virtual Symposium: Storytelling in Design
Jeffrey Eisenberg • 2pm ET / 11am PT
50 minutes
We hear a lot about storytelling and the value stories bring to the work that we do. Not the least of which is the power stories hold to communicate strategy and obtain company buy-in, from the boardroom to the stockroom.
Digital teams may deliver great design, excellent personas and buyer journeys. They may do all the right work. Yet that work may never reach or impact the sales and marketing teams. Successful story narratives crystalize ideas for teams across an organization and can bridge that gap.
In this seminar, Jeffrey will teach us how we can use story not only to breathe life into the personas we create, but also to make our stories more actionable and measurable. He will share a method that offers practical steps to create personas and stories that are quick to develop, deploy, and measure.
Create a Buyer Legend
- A buyer legend is a story narrative, developed to be both quick to learn and quick to deploy for people of all backgrounds.
Develop personas and do a pre-mortem
- Murphy’s law will tell us that whatever can go wrong, will go wrong. Anticipate what could go wrong for each of the personas you create. Define the things that might stop your target audience from getting what they want, and plan for them.
Write a story narrative using reverse chronology
- It’s natural to start stories from the beginning, but it’s more effective to begin with the end-goal in mind. When you start from the goal, the possibilities narrow, the story becomes tighter, and easier to measure.
Whether you are an expert at creating personas or a novice, this simple, hands-on approach to storytelling will help teams create stories that are both powerful and measurable.
(This seminar will be available in the All You Can Learn Library this November.)
Why Jeffrey?
Jeffrey Eisenberg is the CEO of BuyerLegends.com, a conversion-centered customer experience design training company. He co-authored “Waiting For Your Cat to Bark?” and "Call To Action" both Wall Street Journal and New York Times bestselling books. His latest book is “Buyer Legends: The Executive Storyteller’s Guide”. Since 1998 he has trained and advised companies like HP, Google, GE Healthcare, Overstock, NBC Universal, Orvis and Edmunds to implement accountable digital marketing strategies emphasizing optimization of revenue conversion rates for engagements, leads, subscriptions, and sales.
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