image swiped from AMCTV.com sxswi
2011Writing Workshop with @bettydraper Saying It Short

@adbroad @bettydraper brandfictionfactory.com

brandfictionfactory.com

The less you say, the
more they’ll remember. brandfictionfactory.com

“Short attention span linked to
TV” image pilfered from EdwardBoches.com --USA Today, 2004 brandfictionfactory.com

“The internet is rerouting our
neural pathways.” --Nicholas Carr, The Shallows What the Internet is Doing to our Brains

The biggest impediment to concentrationis
your computers ecosystem of interruption technologies: IM, email alerts, RSS alerts, Skype rings, etc. --Cory Doctorow, co-editor of Boing Boing: A Directory of Wonderful Things. brandfictionfactory.com

1.Make a story. brandfictionfactory.com

Our brains are wired for
stories. image swiped from AMCTV.com

Make it a short story.
(this takes a long time) brandfictionfactory.com

“I didn’t have time to
write a short letter, so I wrote a long one instead.”-Blaise Pascal, French scientist (often falsely attributed to Mark Twain) brandfictionfactory.com

2.Make every word count. brandfictionfactory.com

“The difference between the right
word and almost right word is the difference between lightening and lightening bug.” --Mark Twain brandfictionfactory.com

dataISN”T A STORYbrandfictionfactory.com

One death is a tragedy;
one million is a statistic. --Stalin brandfictionfactory.com

DataThe king died. Then, the
queen. brandfictionfactory.com

StoryThe king died. Then, the
queen died of grief. --E.M. Forster brandfictionfactory.com

Paul Ford listened to 1,302
bands worth of music at SXSW09 and reviewed each in six words or less.

3.Consider the target images courtesy
AMCTV.com

brandfictionfactory.com

4.Keep it simple. brandfictionfactory.com

brandfictionfactory.com

“Betty’s tweets are simply entertaining.
That is, they’re simple. Frequently her tweets are less than 140 characters.” --Englund Blog, Daily Dose of Social Media brandfictionfactory.com

Stop writing paragraphs.Think about traffic
signs. brandfictionfactory.com

before you think you are
finished brandfictionfactory.com

A kindergarten teacher turned every
student into an artist.“It’s just a matter of knowing when to take the paper away.” --Martin Stevens, former Revlon Creative Director brandfictionfactory.com

Leave out the parts people
skip. --Elmore Leonard

It’s not about telling it
all. It’s about telling it right. brandfictionfactory.com

Michael Pollan’s theoryby Design strategist
Jono

Eat food. Not too much.
Mostly plants. --Michael Pollan, In Defense of Food

(actual slide, not a simulation)
What is transmedia? Transmedia is a format of formats; an approach to story deliverythat aggregates fragmented audiences by adapting productions to new modes of presentation and social integration.The execution of a transmedia production weaves together diverse storylines, across multiple outlets, as parts of an overarching narrative structure. These elements are distributed through bothtraditional and new media outlets. The online components exploit the social conventions, and social locations, of the internet.

What is transmedia? Narrative told
through many media at oncein a way that is non-linear, participatory and immersive. --Frank Rose, author The Art of Immersion

What is transmedia?Stories freed from
the restrictions of any single platform or media. --Michael Morello, co-founder, ECD of Campfire

Successful communication isn’t about technology.
It’s about story. brandfictionfactory.com

For sale. Baby shoes. Never
worn. -Ernest Hemingway

Shipwrecked by Bob Thurber (from
Hint Fiction, Stories in 25 Words or Less)After we buried the captain, we salvaged theVictrola. It worked, though the mahogany wasruined. Half of us put on dresses. And wedanced.

5.Say it different. brandfictionfactory.com

brandfictionfactory.com

--sign by cash register at
Harney’s Tea Shop, Millerton, NYbrandfictionfactory.com

http://mirandajuly.com/

http://mirandajuly.com/

http://mirandajuly.com/

http://mirandajuly.com/

http://mirandajuly.com/

The most important story you
tell is your own. brandfictionfactory.com

Writing your bio means creating
a narrative from the many people you are. brandfictionfactory.com

“Thus play I in one
person many people, and none contented.” --Shakespeare, Richard II

Writing your bio means creating
a character. brandfictionfactory.com

The oldest working writer in
advertising brandfictionfactory.com

Your photo speaks volumes. brandfictionfactory.com

Evan R. Chesler, Presiding Partner,Marty
Cooke, CCO ad agency corporate law firm

What do others say about
you? brandfictionfactory.com

Convent of the Sacred Heart,
NY2004 Yearbook

Exercise partially stolen from Michael
Margolis @GetStoried. brandfictionfactory.com

1. Where were you born?2.
What was your first job?3. What is your work now?4. What is your passion?5. What did you wake up thinking about this morning? brandfictionfactory.com

Helen Klein Ross She’s loved
advertising since the dayit convinced her mother to buy Sea Monkeys. brandfictionfactory.com

helenkleinross@gmail.com 917-796-8330 @adbroad