Basic storytelling theory: Why are stories so compelling, and what are the principles we can apply to everyday marketing?
The Monomyth: How the hero's journey gives us a framework for audience engagement, but we're not the hero, our customer is.
Archetypes: Using cultural imprints to understand our audience.
The Chemistry of Story: Leveraging empathy, humor, and suspense to write engaging copy.
What Story Means for Process: Developing a model of communication that prioritizes long-term, personalized connection to keep your audience progressing on their journey.