Kelly Swanson
8
Create Your Product Profile
When I was a child my stories were the creation of my muse. I didn’t think about what I was going to write; I just wrote. I didn’t plan what was going to happen; I just let the story unfold. That’s great for novelists, but when it comes to using strategic storytelling as a tool in business, that method is crap. This isn’t a course on writing the next great piece of literature. This is about using words to influence and tap into emotion. And most of us don’t have a lot of time or space to do it. We must be able to get in and out quickly with as much impact as possible. Once writing became my profession and paying my bills depended on it, I no longer had the luxury of waiting on my creative muse to show up, and time to spend hoping she created something worthwhile. Once I realized people liked funny, I needed to learn how to create more of it. Once one presentation turned into hundreds, I needed more material. Once I found out clients liked me to customize my presentation, one stock keynote was not enough. Once I realized I had to write articles and blogs and social media posts to attract business, I found myself needing to write every day.
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