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Storytelling: Using Story to Influence and Connect

Stefan Mumaw

Storytelling: Using Story to Influence and Connect

Stefan Mumaw

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Lessons

  Class Trailer
Now Playing
1 How To Watch This Class Duration:01:26
2 Class Introduction Duration:09:44
3 The Impact of Story Duration:07:29
4 Story is Marketing Duration:08:34

Class Description

We are all storytellers. Few of us are storybuilders, capable of not only understanding the structure of story but able to use it to connect to the people that consume it. Story has a form, one that Stefan Mumaw, the Director of Creative Strategy at the well-known story shop Hint, is going to break down for you. He’ll lay out the structure of story and use real-world examples to show how each story component is used to build an emotional bridge. Bring a few tissues, story has a knack for producing both tears of laughter and empathy and Stefan will use both to show just how powerful story can be.

In this class you’ll learn:

  • How to create emotion
  • Story structure
  • Character development. Associating characters of a brand with characters
  • Rational and emotional purchase drivers

Stefan reminds us that target audiences are made up of individuals, and for the message to be effectively received, it needs to be couched in a story that speaks to what motivates people, thus awakening a response.

Reviews

Mary Rainwater
 

Outstanding class. Stephan Mumaw is a wonderful presenter with a wealth of knowledge. He delivers a ton of information in an organized and fun way! As a fiction writer,I was unsure if this course would be all that helpful. However, once I realized that the "product" I was selling was the "theme" (the unspoken moral throughline) of my story everything clicked into place! I highly recommend this course to all writers who wish to better "sell" their own "product".

rachel
 

GREAT CLASS!! Loved the content. Engaging speaker and wonderful examples shared. Took a lot from this class that I will bring back to my daily creative work!

AnissaT
 

Stefan was an amazing speaker... He provided great detail in explaining the structure of a story, and his example/videos really drove home the points he was making... He had wonderful real-world professional experiences to share.