William Whitley

Story Selling in the Connected Economy: Build Trust and Retain Customers for Life William Whitley

A quiet, but powerful revolutionis underway... as the Internet and TV worlds converge; corporations are becomingincreasingly interested in creating their own corporate TV networks. One of thebiggest reasons for this push is the desire to communicate with customers,offer them helpful friendly advice and in so doing, build a relationship oftrust.¿ Unfortunately, TV content andcorporate content are vastly different.¿Corporate content is usually dry and typically delivered by a singlesubject matter expert in a speech or training program.¿ Conversely, TV content is based on storytelling, entertaining and informative story packages and is based on a varietyof messengers, including heroes, luminaries, and experts. Succeeding in this brave newworld may be easier said than done.¿ Inorder to thrive, corporations must learn three things: how to create content thatfocuses on what the audience wants to learn, not what you want to sell, how touse the right media and technology to leverage that content, and how to use iteffectively in marketing programs.¿ Thisbook teaches corporate communicators how to do exactly that.