Showing posts with label story-telling. Show all posts
Showing posts with label story-telling. Show all posts

01 May 2017

How Growing Up With a Writer (Inadvertently) Made Me a Marketer


 Family Fortnight +  Leading up to the  International Day of Families on the 15th of May, we bring you the third in a series about mystery writers’ take on families. Settle back and enjoy!
When we talked about inviting family in, I asked both my wife and my daughter if they were interested. Jenn runs my website and Barb, my wife (who declined) used to write ad copy for radio and still acts in several productions a year. Both are better writers than I am, and both are great sources for feedback when I'm stuck. So here's Jenn.
— Steve

by Jenn (Liskow) Waltner

My dad is author Steve Liskow.

When I was growing up, he was English teacher Mr. Liskow at a high school I didn't attend (and really, kids should NEVER have to go to a school where one of their parents teaches).

As a kid, I had no idea how my dad's likes, passions, and aptitudes would influence my own career path. Sure, the ceramic dinosaur collection he had as a boy made me want to be a paleontologist when other kids couldn't even SPELL the word, but then I discovered that science wasn't really my thing and decided I should come up with another plan.

"Content marketer" was totally not that plan.

Here's how it happened. I wanted to go to college for photojournalism, but the school that threw money at me to attend didn't have that major. I figured I'd go for two years, knock off a bunch of core classes and then transfer somewhere with the program I wanted.

I went in as an English major. I figured it was a common major that would transfer easily and I'd do well because I grew up reading voraciously. But more than that, I grew up understanding the different components of storytelling and connecting with an audience--largely thanks to my dad.

It never occurred to me that those skills could lead to a career.

I've been doing this stuff daily for the last two decades as a marketer, mostly for high tech software companies.

When I was little, my dad explained different forms of writing: fiction vs. nonfiction, short stories vs. novels, poetry vs. prose, sonnets vs. sestinas (which I love) vs. haiku vs. blank verse vs. all the other forms of poetry I have forgotten, scripts vs graphic novels...you get the point. When you write, at some point you have to choose your format. The same holds true for marketing. I have to identify the best vehicle for telling each story. Should it be an eBook, a webinar, a blog post, a video, an infographic? Something else entirely? How can I adapt the story to work in different formats?

Next question: who;s the best person to tell the story? I vividly recall my father reading me the opening pages of Faulkner's The Sound and the Fury to show me how the whole story can change depending on who tells it. In marketing, having a trustworthy narrator is crucial. I often get to decide whether a particular piece of content should come from an internal author or if it works better coming from a customer, analyst, or media partner. Understanding how the choice of narrator influences the audience's perception has proven invaluable in my career over the years.

If you've read any of my dad's work, you know he's a huge music fan. Listening to songs together helped me wrap my head around style. Led Zeppelin covering Willie Dixon, Aerosmith playing Yardbirds songs, the Cramps covering Jack Scott, everyone in the world doing Bob Dylan stuff...two artists may be playing the same song, but with entirely different results. As a marketer, I work to define a brand's particular style and bring it to life. Is this brand sassy or buttoned-up? A little bit country or a little bit rock and roll? It's a fun choice to make.

My father's affinity for Westerns and his experience directing stage plays also helped build my marketing chops. Think visual storytelling. It's not all about words. Go watch the beginning of The Good, the Bad and the Ugly (or better yet, the final gunfight). With no dialog, narrative, or subtitles for a good few minutes, the action and images let the audience know exactly what's going on.

With a theatrical production, the set and the costume choices give the audience critical information about the characters and the mood. I use visual storytelling in almost every piece of content I touch, whether it's choosing an image for a blog post, building a slide deck for sales, working with an agency to create a new product video, or teaming up with a designer to develop an infographic.

Discussions about bad writing and books that didn't work helped me just as much as conversations about books my dad and I both loved--seeing how a plot falls apart is a great lesson in user experience. My dad and I both hate books with deus ex machina endings that leave readers feeling cheated. With a little more planning, the writer could have injected pieces into the story that let the conclusion feel more natural--delivering a better reader experience.

So often simple changes--a scene in Chapter 3, a paragraph in Chapter 17, an extra line of dialog on page 243--can make those transitions easier for the reader. That's the essence of user experience--making things easier. User experience often guides my discussions with web developers, product engineers and graphic designers. Questions like "Can we make that text easier to read?" or "What happens if we move that button over here?" may seem trivial, but can make a huge difference for someone encountering a web page, trade show display or product welcome screen for the first time.

Finally, my dad's teaching background helped me learn how to coach other writers. When I edit, I don't just make changes--I mark up documents with comments so the writer can see what I changed and why. The "why" matters most--good writers learn from my comments and correct similar bits on their own future projects.

Despite my 20+ years as a marketer, I'm still learning my craft--often inadvertently--through discussions with my dad, the writer.

11 December 2016

The Gift of the Maggid


by Leigh Lundin

Yesterday, Bonnie wrote about plot twists. She should know– B. K. Stevens practices the twist herself– the literary kind– as I’ve been learning in her short story collection, Her Infinite Variety.

She goes on to mention
“… those irritating people who say, ‘Really? You were actually surprised by the ending of The Sixth Sense? Not me. I figured it out halfway through the opening credits.’ I can't stand those people.”
Uh-oh. I’m one of those people. I even, er, violated at least one of her stories that way. Well, I don’t say it out loud, but you know– the mind leaps ahead – What would I do? – and sometimes hits upon the right result. Do other readers see it the same way? If we manage to figure out where the plot’s headed, then we might see a little self-satisfied glimmer reflected and mumble, “Genius!” And if we can’t, then we take pleasure the author fairly fooled us.

Stevens — Her Infinite Variety
The Girl from Iphigenia

Fact: Once upon a time in a small New England town, a middle-aged woman worked in the data entry department for a shoe company. The story surrounding Edna was that her domineering mother had never allowed her to date, but made her devote herself to caring for her parents and an unmarried aunt. Beyond bringing in an income, it’s possible Edna’s pedestrian workday had become an escape into normalcy. Why do I mention this? Let's talk about Her Infinite Variety.

Last week, I touched upon a trio of the author’s series characters included in two of the book’s eleven stories– Iphigenia Woodhouse, her irascible professor mother, and ‘Little Harriet’ Russo, the assistant who becomes their foot detective. I hinted at the complex relationship: “Little Harriet plays an Archie Goodwin to Iphigenia, and the formidable Iphigenia plays an Archie to her mother, the professor.”

But there’s a fourth character, the ever-patient Detective Barry Glass, inamorato of the divine Miss Iphigenia, known as That Man by her mother with considerable bile and venom. If she hasn’t already done so, I hope Bonnie publishes a collection of her Woodhouse stories so we might learn if Iphigenia and That Man Glass ever manage to slip into something more comfortable, i.e, the hay mow, the woods, or the bedsheets.

Bonnie’s article yesterday and Leah Abrams’ children’s religious studies gave me the idea for today’s offbeat title. A ‘maggid’ was an often wandering Slavic Jewish storyteller and teacher popular in the 17th and 18th centuries.
The Temp

The author gives us a sample of another series character, Leah Abrams. Family is important to Leah, her husband Sam and daughters Sarah and Rachel. You notice the Biblical names and may rightly assume quiet piety is important within their home.

Leah, with a PhD in communications, constantly researches material for scholarly volumes, which might or might not see the light of day. In these cosies, we see a parody of those books in self-help courses.

To study workplace psychology, Leah takes interesting office jobs such as temping for a psychic hotline company and counseling for a fancy rehab center. Wherever she works, she stumbles upon murders. Naturally, her friend, Lieutenant Brock, ably facilitates her in finding the perpetrators.

The Rest

B. K. Stevens provides seven additional stand-alone tales, including a Mary Higgins Clark winner, ‘The Listener’. All the clues are there for the astute reader.

I’ve still a couple of stories to go, but I admire the collection. For a smart Christmas or Chanukah gift, you’d be hard pressed to shop for better than Her Infinite Variety, or indeed any of the books from our SleuthSayers members.

Many of our friends and followers have books on the shelves and the on-line marketplace for the holidays. (Elizabeth, does that include you?) Rather than accidentally omit one of my SleuthSayers colleagues, I invite you to add your titles in the comments.

Happy reading!