A NEW Academy Course
"Success Story - Yours!"
Presented by Lynda McDaniel and Virginia McCullough
This course contributes to the requirements for CMC certification with the
Core Competency focus area of Managing Client Relationships, Early level
$29 for IMC USA Members, $79 for non-Members
Storytelling is a hot topic today. That’s because we now understand that stories activate the brain in ways that make our information, messages, and explanations stick. In this webinar, you’ll take away an understanding of the power of stories and how to use them in your business-related writing. You’ll receive dozens of tips and techniques on storytelling that will add oomph to your newsletters, articles, blogs, books—even meetings and presentations. You’ll learn how to:
- Set yourself apart with stories (most people overlook this easy and fun tool to engage readers)
- Tell stories that trigger emotions—where we buy and buy in
- Create stories that resonate in personal ways that make your messages memorable
- Use story variations such as brief anecdotes and case studies to breathe life into material that could be dull—but stories will make it shine
- Pinpoint opportunities for adding stories to increase impact
- Deconstruct a story to learn how to hook your readers, keep them reading/listening and eagerly waiting for the resolution
- Create a call to action to end a story to ensure the results you want
- Present stories in stages to boost their impact
- Build a story inventory to capture new stories for when you need them later (in articles, blogs, books, and speaking engagements)
- Perk up your writing with similes, likely scenarios, and what ifs
- Enhance a story’s appeal with rhythm, alliteration, and sensory detail
Lynda McDaniel, founder and director of the Association for
Creative Business Writing, brings more than 25 years of writing, teaching, and
learning to her webinars.
Lynda has written 1,000 feature articles for major
publications, and she is the author of a dozen books, including her
award-winning "Words at Work: Powerful business writing delivers increased
sales, improved results, and even a promotion or two" (which took top honors
from the National Best Books Awards).
Lynda’s long career as a journalist includes feature articles
for magazines and newspapers such as Associations Now, Southern Living, Country
Living, Yoga Journal, Law & Politics, American Cinematographer,
AmericanStyle, NICHE, Atlanta Journal Constitution, Charlotte Observer, Seattle
Post-Intelligencer, and washingtonpost.com.
Virginia McCullough broke into book publishing with her first coauthored
books, "TMJ Syndrome: The Overlooked Diagnosis," with A. Richard
Goldman, DDS and "Touch: A Personal Workbook" (Open Arms Press), with
Greg Risberg, MSW. More books followed, including "A Consumer’s Guide to
Alternative Health Care" (Bob Adams), co-authored with Craig Clayton, and
"When the Wrong Thing is Right" (MasterMedia), with Sylvia Bigelsen,
Ed.S. She’s the sole author of "Testing and Your Child" (NAL, 1994).
In 2005, McGraw Hill released "Coping With Chemotherapy and
Radiation," the fifth update of a cancer therapy book written with Daniel
Cukier, MD and two other doctors.
has written eleven books for neurologist and smell and taste specialist, Alan
R. Hirsch, M.D.
Over the last three
decades, Virginia has written or "rewritten” well over 100 books and edited
many more. Regardless of subject matter, Virginia’s work with clients can begin
at any stage, from developing a fresh idea to producing a book proposal package
to adding the polish to a finished project and making it shine!