At the end of the day, all authors are storytellers. Whether you’re writing a technical manual, an autobiography, a novel, or a self-help book, how expertly you convey your message matters.
I’ve always loved storytelling, from the time I repeated fairy tales to my siblings to the time I began writing magazine editorials and editing books. Life-long learning builds storytelling skills, and a light bulb went off much later in life as I enrolled in graduate coursework. A master’s degree in mass communication/digital media made sense because my self-publishing authors needed help in marketing their books.
But what I didn’t expect was exposure to a concept called “storyscaping.”
Storyscaping in the Self-Help Realm
Yes, I grasped a whole new level of advertising, marketing, SEO blogging for clients, and managing their social media. But more importantly, I learned about a unique and powerful form of storytelling in one of my advertising classes. The book Storyscaping: Stop Creating Ads, Start Creating Worlds,
“This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer’s story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand’s purpose, understand the emotional desires of your consumers, and more.”
Self-help books should do more than simply convey messages and lessons. They should be engaging, wise, and written from the audience’s point of view. Storyscaping seeks to immerse audiences in a brand’s world — in our case, the author’s world — and enables readers to connect with the author’s values, emotions, purpose, and solutions. This marketing approach, mixed with storytelling to create immersive experiences and multi-dimensional brand engagement, can be used in book writing, editing, and publishing.
“Start creating worlds” were the words that resonated most. Why not actively pull readers into a book through their own experiences? Why not make it interactive? Why not include the audience’s voice, experiences, and challenges and create worlds in which these challenges are addressed?
Connect with a Storyscaping Editor