Storylines Live
Episode 37: Chapters with Paul: Story Archetypes
Paul Furiga, our Chief Storyteller and host, is back in the hot seat. In this episode, Paul dives into the nitty-gritty of story archetypes: what they are and how they are utilized in business. Plus, with over three decades of experience in the marketing and public relations industries, Paul explains how WordWrite’s trademarked story archetype process—called StoryCrafting—helps business owners stand out against the competition.
Key Takeaways
- Archetypes are universal story models that resonate deeply with audiences because our brains are hardwired for story.
- Understanding a business's archetype helps craft authentic and compelling narratives that connect with specific audiences.
- Companies often embody multiple archetypes, and identifying the top three allows for a nuanced and effective storytelling strategy.
- While archetypes provide a foundation, the story's authenticity and the storyteller's fluency are crucial for successful communication.
- Using archetypes is not about directly stating them, but rather about infusing them into a company's messaging to create a deeper, more meaningful connection.
Timestamps
01:45 Host Introduction
02:11 Guest Introduction: Paul Furiga
02:45 What is an Archetype?
06:13 WordWrite’s Story Archetypes
10:32 How to Translate an Archetype into Your Company’s Story
15:28 How to Connect with WordWrite
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