That Story-Telling Episode

THAT MARKETING PODCAST •
EPISODE 14

Story-telling is at the heart of how humans communicate with each other, yet businesses seem to have lost the art. Anthony ‘Tas’ Tasgal talks through how we can fix this, and why doing so will pay dividends.

All the content that marketers create needs to capture and retain attention, and how better to do that than by telling stories?

The man of many lanyards, Anthony ‘Tas’ Tasgal, draws on classical mythology, behavioural economics, and the works of Led Zepplin to illustrate everything marketers need to know about ditching dry copy and telling stories about their brand:

  • How we forgot the art of storytelling:

“There was a sort of golden age for us all to share stories. I think what happened was, once business came around, once we started talking in a very professional way, once we started listening to jargon and management consultants, I think storytelling waned. So it’s been my own little personal quest, to use another story-telling term, to try and restore storytelling, to business and marketing and sales.”

  • The counter-argument to short attention spans:

“You’ve got two ends of the spectrum here. You’ve got people who say ‘Everything on YouTube, everything on Instagram, everything has to be three or four seconds, otherwise, people won’t pay attention.’ And at the other end of the spectrum, there are people bingeing on boxsets, on Netflix, buying and reading 6-700 page books”

  • Why creativity needs us to break out of our bubbles:

“I’m a great believer that we need to be more eclectic. Insight and creativity are all about making new connections.  So if we want people to be creative, want them to become storytellers, first of all, they have to not spend all of their time just with their one company or product or service.”

About the Speaker

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Tas is a Man of Many Lanyards. He is a trainer, author, speaker, brand/comms strategist and lecturer.

He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communication and the Civil Service college, and a principal advisor for CIO Connect in Hong Kong, running courses on Storytelling, Behavioural Economics, Insightment and Creative Briefing in the UK, US, Europe, China, Hong Kong, Australia, and UAE.

He is a global speaker (and is represented by Celebrity Speakers), and also regularly contributes on marketing and communications subjects to the James Max show on TalkRADIO.

He specialises in storytelling, behavioural economics and insights, and greatly enjoys etymology, Homer (not the yellow one) and provoking new thinking. He is the author of the award-winning books The Storytelling Book, The Inspiratorium and most recently, “InCitations”.

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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