At Truman, we love sharing knowledge. That's why we've written two books. In 2016, the first edition of "True Storytelling" was published. The book earned a spot on the longlist of Management Book of the Year and was rewarded with third place at the PIM Marketing Literature Prize. In 2019, the second edition was released. In 2022, our second book "Supercharge Your Stories" was published.
Advertising has a credibility problem. Over the past decades, brands have overwhelmed us with an endless flood of promises that they often did not fulfill. The result: a consumer who prefers to avoid advertising and distrusts its content.
In a quest for reach and credibility, authenticity, storytelling, and content marketing are currently "hot" topics. True Storytelling combines these contemporary marketing ingredients into a practical method that helps entrepreneurs, marketers, and advertisers tell credible brand stories. Credibility is indeed the most important criterion for successful content marketing.
The True Storytelling method begins with understanding what the brand truly stands for. Using the practical True Story Canvas from the book, you can achieve this on just one A4 page. This authenticity-based brand positioning serves as the foundation for developing True Story content. True Storytelling was awarded 3rd place in the PIM Marketing Literature Prize.
‘Today’s world asks for brand that know exactly what they stand for and act accordingly. True Storytelling shows that consumers like to engage with brands that tell authentic, credible, and sincere stories.’
Storytelling is the oldest tool known to humankind for influencing behavior. Whether it's about religion, economic systems, countries, political movements, or brands, stories allow us to imagine abstract concepts. Stories connect. Stories transfer messages. Stories make us believe. Stories shape who we are and influence what we do or don't do. It's no wonder that storytelling has gained attention from many (societal) organizations, advertising agencies, and marketing departments.
Our understanding of human behavior grows every day. The era in which marketing, advertising, and communication relied solely on gut feelings and intuition is long gone. For every marketing, communication, or advertising professional, it's essential to have knowledge of how the human brain works and how it makes decisions.
Ultimately, your profession takes place within the minds of your target audience. This book helps you practically structure your stories to align with how we function as human beings. This makes stories more credible and persuasive. And sometimes, it's important to know what you should avoid doing. In this way, you can use stories even more effectively to achieve your objectives, whether it's influencing buying behavior or bringing positive changes in our society.
'Whether you're communicating with your customers, shareholders, your loved one, or your child, nothing is more persuasive than telling a story. You've known that for a long time. But do you also know which ingredients to precisely include in your story? You'll find that in Supercharge your stories. An important and captivating book, beautifully illustrated. Read it!'