On Thursday, November 11, I'll be attending a workshop put on by the Marketing Associates of Spokane. The topic sounds interesting and timely, not only for promoting my own business, but for many of our clients. I expect that the same would be true for your business. Check out the workshop description and if it sounds valuable to you, register for the workshop. If you decide go, let me know. I'll look for you at the event at the Lincoln Center, 7:30am to 12:00pm.
Beyond the Basics: How Story-based Techniques Can Catapult Your Organization Forward
Over the last 18 months, many industries in the AEC industry have experienced challenges, the likes of which they haven't seen before. Less work is available in the marketplace, which heightens competition. Tried-and-true ways of conducting business aren't bringing results. Differentiating from other firms is tantamount to continued survival and success.
This workshop reviews the basics of "story use" in marketing: how it differs (from examples), anecdotes and case studies, the seven characteristics of story that are needed for it to be memorable and have impact, and how to structure a story to effectively get your message across to others. It goes beyond the fundamentals to cover:
• A step-by-step process for evoking and capturing stories from staff and clients.
• Finding the right stories to communicate your firm's mission, vision, strategy, culture and core values, and their use in prospecting, proposals and interviews.
• Modifying a story to fit the situation in which it is being used.
• Using story triggers to heighten how memorable your firm and its' staff are to others.
• Real-life issues and opportunities facing local MAS members and how story-based techniques can be used to captialize on them.
• A local example of how one organization brought a variety of story-based techniques to its key project staff.
I think that this information will be very helpful to me as I develop concepts and writing for several websites and other corporate communication projects I am working on right now.
Click here to RSVP for the event.
About the presentor:
As a strategist, keynote speaker and the owner of Partners for Progress®, for more than 20 years Lori Silverman has worked across sixteen different industries with organizations like Bechtel, American Legion Auxiliary, Midwest Energy Association, American Family Insurance, Chevron, and McDonald's USA helping them implement enterprise-wide change and create viable long-term strategies to increase success. Locally, she's worked with Northern Quest Resort and Casino, YMCA of the Inland Northwest, Lydig Construction, Gonzaga University, Pacific Northwest National Laboratory (Battelle), Avista, the Inland Northwest and Columbia River Basin chapters of PMI, and MAS.
A member of the National Speakers Association, Lori has inspired thousands of people to take action on topics ranging from schmoozing, to persuasion and influence, and strategic thinking. She has appeared on more than 60 radio and TV shows to talk about the bottom-line impact of story use in organizations and is the co-author of Critical Shift: The Future of Quality in Organizational Performance and Stories Trainers Tell. Her latest best-selling book, Wake Me Up When the Data Is Over: How Organizations Use Stories to Drive Results, debuted in the top one hundred books on Amazon. She is also an ad hoc instructor at the University of WI-Madison and holds an M.S. in Counseling and an MBA.