From impressing the audience on social media to persuading a customer to buy our products, we are constantly trying to influence others. Especially in the digital age, an effective influencer needs to win hearts, change minds and inspire actions. To do so, studies have shown that the use of factual information and statistics alone is not effective. Instead, one needs to appeal to the audience’s emotions in order to make impactful communications. The best way to achieve emotive influencing is to do so through storytelling.
Upon completion of this workshop, participants will be able to;
Client facing roles, Marketers, Social Media Managers, Entrepreneurs
A. The Power of Emotive Influence
i. What makes a true influencer?
ii. Impacts of emotive influence on personal and corporate success
iii. How emotions lead to personal, memorable and impactful communications
iv. Why stories work best in influencing opinion and behaviour?
B. How to Craft Emotive Stories?
i. What makes a good story?
ii. Simple structure for dramatic impact
iii. Types of stories
iv. Different ways to tell the same story
C. Delivering an Engaging Message
i. Importance of a clear message
ii. Designing a relatable protagonist
iii. Devising a roller coaster drama
iv. Role of unexpected outcomes
D. Applications of Emotive Influence
i. Personal persuasion
ii. Personal and corporate branding
iii. Content Marketing for products and services (especially in digital space)
iv. Influencing your customers
Ryo Leong is a marketing, content and media veteran, having helmed various roles in channels 8, U, 5, okto and 987 as well as helped to launch TodayTV, a free-to-air television channel in Ho Chi Minh City with Singapore’s national broadcaster, Mediacorp. His accolades during that tenure include being the commissioning editor for the Best Preschool Programme in the Asia TV Awards as well as contributing to the concepts for several Promax World Gold and New York Fest awards.
As a story inceptor and content strategist, Ryo specialises in directing narratives for content marketing, employee and fan advocacy as well as branding. He currently also shares his knowledge as an adjunct lecturer at polytechnics as well as serves on the board of Asia Content Marketing Association as the Director of Education and Learning.