The Story is Everything: Mastering Creative Communication for Business

Description

We all know that stories work. Great stories build rapport with clients and trust between colleagues. They attract investors, convince customers and make you and your business stand out in a world of boring presentations. This book explores the tips and techniques to transform you into a creative business storyteller. It teaches you the structure of stories and how to grab your audience's attention by targeting their feelings, actions and beliefs. You'll learn how the masters of influence--advertisers, psychologists, philosophers, film directors and novelists--appeal to our deepest emotions. From writing a persuasive pitch for a new product to turning dull data into exciting tales, this book will give you the tools to spread your message with style, originality and success.

Andreas Loizou teaches business storytelling, writing skills and finance at companies and universities around the world. He qualified as an accountant, worked as an equity analyst and was a director of training at Financial Times Knowledge. His book The Devil's Deal has been translated into nine languages. He's the founder of the Margate Bookie literary festival, a social enterprise which encourages a love of reading and writing.

Far too many business books promise the earth yet deliver little more than your own backyard. This book will catch you by surprise, teasing the reader with a promise to improve your presentation and writing skills but ultimately delivering a priceless toolkit that will transform the way you think, operate and influence others in business and beyond. Andreas Loizou pours a lifetime of personal experience and a dollop of mischief into a book which will become essential reading for anyone wanting to make their mark. * Peter Cross * Writer extraordinaire Andreas Loizou marries the secrets of good storytelling with the ethics of good business practice and, in doing so, makes a difficult thing look very easy. Oh, and it's funny, too. Kerching! Stories help us make sense of the world. They bind us together. You can use them to change hearts and minds, to sell services or products, to turn people from casual listeners to raving fans. Full of concrete examples from ads, films and tales we all know and recognise, this clear, easy to understand book will show you how to tell your story with style. * Sheryl Garratt * The best, most practical and creative book on how to bring our writing, presentations and communication alive to engage our audiences. What I love about this book is it's clarity - helping us see not only what to try but why, without unnecessary padding or fluff. This book practices what it preaches. It is beautifully written, draws us in and gets to the point. It is well designed and easy to navigate. Above all it is inspirational - motivating readers to up our communication game - whether we are novices or experienced and think we know it all!. Highly recommended. * Vanessa King * 'I've worked in advertising and marketing for over 30 years, and I've never read such a well-crafted, continuously engaging book on the art of business storytelling. This is an invaluable guide with practical advice that should be applied immediately.' - Mark Waugh * Mark Waugh *