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Thorpe I: Your Brand's Content Sucks

Your Brand's Content Sucks

How to Develop Your Brand Voice and Strategy, and Create Content That Doesn't Get Ignored

Joe Lazer

Why Storytelling Is the Superpower of the AI Age

Super Skill

Dieses Buch bietet eine systematische und praxisorientierte Einführung in das Storytelling für Marketing, Kommunikationsmanagement und Employer Branding. Es erklärt die grundlegenden Begriffe, zeigt auf, wie Storys erkannt, strukturiert und gestaltet werden, und vermittelt die zentralen Elemente wirkungsvoller Geschichten – von Themenwahl, Dramaturgie und Figurenentwicklung bis zu visuellen und audiovisuellen Formaten.
Zahlreiche Beispiele und Übungen mit Musterlösungen unterstützen dabei, Storytelling professionell anzuwenden, zu optimieren und gezielt in Kommunikationsprozesse zu integrieren.
Dieses Buch ist unverzichtbar für alle, die ihren Unternehmenserfolg durch strategisches Geschichtenerzählen auf das nächste Level heben möchten.

Dieses Buch bietet eine systematische und praxisorientierte Einführung in das Storytelling für Marketing, Kommunikationsmanagement und Employer Branding. Es erklärt die grundlegenden Begriffe, zeigt auf, wie Storys erkannt, strukturiert und gestaltet werden, und vermittelt die zentralen Elemente wirkungsvoller Geschichten – von Themenwahl, Dramaturgie und Figurenentwicklung bis zu visuellen und audiovisuellen Formaten.
 
 Zahlreiche Beispiele und Übungen mit Musterlösungen unterstützen dabei, Storytelling professionell anzuwenden, zu optimieren und gezielt in Kommunikationsprozesse zu integrieren.
 
 Dieses Buch ist unverzichtbar für alle, die ihren Unternehmenserfolg durch strategisches Geschichtenerzählen auf das nächste Level heben möchten.

Eine Einführung ins Geschichtenerzählen in Marketing, Kommunikationsmanagement und Employer Branding

Strategisches Storytelling

Most communication failure isn't a skill problem. It's a clarity problem.

You already know something is wrong. You've felt it in meetings that ran long and landed nowhere. In emails that got no response. In the moment you finished talking and realized the room had already moved on. You haven't lacked confidence or vocabulary. You've lacked clarity - and no one taught you what that actually means.

Say It in the Hall teaches one discipline: know what you mean before you open your mouth.

The HALL framework gives you four tools that work in every professional context - spoken, written, in real time, under pressure:
H - Hallway version first. The most powerful version of anything you need to say is the one you'd deliver in six seconds. That's not a shortcut. That's the thing itself.
A - Axe the explanation. The sentence after your point is almost always unnecessary. The room got it. The explanation dilutes it.
L - Lead with the survivor. Write everything. Find the one sentence you'd highlight. Move it to the top. Delete the rest.
L - Let them fill it in. The most persuasive communication leaves room. When people reach conclusions themselves, they own them.

This book covers the full discipline - how to think before you speak, how to listen so you can respond to what was actually said, how to use silence as a tool, how to compress feedback without losing warmth, and how to run meetings that produce decisions instead of more meetings.

Sixteen chapters. Approximately 2.5 hours of reading. No filler - the book practices what it teaches.

The HALL framework applies whether you're an executive or an intern, in a boardroom or on Slack. Executive presence isn't a personality trait. It's the byproduct of knowing what you mean. This book builds the discipline that produces it.

Say It in the Hall is for anyone who has ever left a conversation thinking: I had the right answer. I just didn't say it right.
You did. You just hadn't finished thinking yet.

Know What You Mean. Say Only That

Say it in the Hall

The Bruce Springsteen Framework to Elevating Your Leadership

Lead Like The Boss

Daniel Jung

Alexander Hennig

Lehrbuch mit eLearning-Kurs

Digitales Marketing Schritt für Schritt

From the creator of AdviceWithErin, the definitive book on how to use the right words at work—so you can build the career you deserve We’ve all been there: you’re sweating, sitting in front of your laptop, and the interviewer on the screen says, “Tell me about yourself.” You freeze. Is that even a question? What are they expecting from you? What do you say? If that paragraph made your heart beat a little faster, TikTok star, career educator, and “the internet’s big sister” Erin McGoff is here to help. In The Secret Language of Work, McGoff shares her best, customizable scripts for how to communicate in the professional world—word-for-word, exactly what to say during interviews, while negotiating salaries, when you need to set boundaries with co-workers, as you advocate for yourself, and in any sticky situation at the office. With McGoff’s advice, you will master the unwritten rules of work speak that are key to career advancement. Learning how to say the right words, in the right order, in the right way, at the right time, is an art that too few people are taught. Stellar communication is probably the most valuable skill you can possess—and once you know the secret language of work, you will be able to confidently tackle anything your sure-to-be outstanding career presents to you.

From the creator of AdviceWithErin, the definitive book on how to use the right words at work—so you can build the career you deserve We’ve all been there: you’re sweating, sitting in front of your laptop, and the interviewer on the screen says, “Tell me about yourself.” You freeze. Is that even a question? What are they expecting from you? What do you say? If that paragraph made your heart beat a little faster, TikTok star, career educator, and “the internet’s big sister” Erin McGoff is here to help. In The Secret Language of Work, McGoff shares her best, customizable scripts for how to communicate in the professional world—word-for-word, exactly what to say during interviews, while negotiating salaries, when you need to set boundaries with co-workers, as you advocate for yourself, and in any sticky situation at the office. With McGoff’s advice, you will master the unwritten rules of work speak that are key to career advancement. Learning how to say the right words, in the right order, in the right way, at the right time, is an art that too few people are taught. Stellar communication is probably the most valuable skill you can possess—and once you know the secret language of work, you will be able to confidently tackle anything your sure-to-be outstanding career presents to you.

Hyper-Helpful Scripts for Every Situation

The Secret Language of Work

Schreib dich zur Marke
 Sprache ist das mächtigste Werkzeug für den Aufbau deiner Brand. Lerne, deine Marke schreibend zu entdecken, zu schärfen und auf den Punkt zu bringen – mit Branding-Know-how, stilsicheren Texten und strategischem Content auf allen Kanälen.
 Praxisnah zum eigenen Stil
 Finde deinen unverwechselbaren Sound. Anhand zahlreicher Beispiele und Übungen lernst du, wie du Wortwahl, Rhythmus, Haltung und Tonalität einsetzt, um eine authentische Markenstimme zu formen, die Nähe, Vertrauen und Autorität erzeugt.
 Weg vom KI-Einheitsbrei
 Schaffe eine charakterstarke Markensprache, für die dich deine Kunden lieben werden. Hier erfährst du, wie du mit authentischen Marken-Texten aus dem digitalen Lärm aus Wettbewerb und KI-Rauschen herausstichst.
 Markenidentität im Alltag
 Mit Brandwriting machst du deine Marke fit für die Praxis im Alltag. Finde heraus, wie du auch in mehrköpfigen Teams mit einer einheitlichen Brand Voice sprichst und mach deine Marke fit für die Zukunft, indem du sie pflegst, weiterentwickelst oder völlig neu erfindest.

Deine Marke soll einzigartig klingen? Dann gib ihr eine unverwechselbare Stimme! 
 
 Mit 
 Brandwriting
 machst du genau das: Bring die 
 Identität deiner Brand durch Sprache zum Ausdruck
 und finde den Sound, der dich 
 vom Wettbewerb abhebt
 . Der 
 Profitexter und SPIEGEL-Bestseller-Autor Youri Keifens
 zeigt dir, wie du die Grundprinzipien des Brandings mit dem perfekten Schreibstil vereinst und eine 
 Brand Voice mit Resonanz
 erschaffst.
 
 Hier lernst du, wie du deine Markensprache in 
 herausragendem Content
 einsetzt, sie auch 
 in größeren Teams einheitlich nutzt
 und sie 
 zukunftsfähig weiterentwickelst, ohne an Authentizität zu verlieren
 .
 <ul><li>Die richtige Sprache für deine unverwechselbare Markenidentität</li><li>Mit Branding, Stil und Content nachhaltig überzeugen</li><li>Markensprache pflegen, entwickeln oder ganz neu erfinden</li></ul>Aus dem Inhalt:<ul><li>Branding verstehen</li><li>Der wahre Wert einer Marke</li><li>Markenidentität schreibend definieren</li><li>Vision und Werte sprachlich schärfen</li><li>Stil, Tonalität und Charakter ausdrücken</li><li>Content-Routinen aufbauen</li><li>Branding mit Storytelling </li><li>Einheitliche Markensprache in Teams</li><li>Marken pflegen und weiterentwickeln </li><li>Markenevolution und Rebranding</li></ul>

Schreiben mit Stil. Marken mit Resonanz. Überzeugen mit Persönlichkeit

Brandwriting

There is a leadership skill no one taught you--yet it determines the quality of every decision you make.Leaders are trained to have answers, drive alignment, and persuade others to move forward. But in today's environment, those scripts are persistently working against them. The more leaders push their message, the less progress they actually make. The result: missed signals, shallow alignment, and decisions made without the full picture.The leaders who outperform are not the most persuasive. Instead, they are the ones who know how to discover what others don't yet know how to say.In Winning Without Persuading, Esther Choy--founder of the Leadership Story Lab--offers a radically different approach to leadership: one built on curiosity, story discovery, and the ability to uncover the hidden information that drives better decisions, stronger trust, and lasting change.The real leadership power lies in learning how to find the stories that change everything.Through her T² principle--Transaction × Transformation--Choy shows how every interaction can achieve immediate outcomes while also reshaping how people think, contribute, and lead.You'll learn how to: <ul><li>Make better decisions by uncovering what your team isn't saying--before it's too late</li><li>Use curiosity to access insights, risks, and opportunities that persuasion alone will not reveal</li><li>Create interpersonal connections that enable people to feel seen, speak up, and stay--strengthening engagement, retention, and team performance</li><li>Ask the questions that surface original, high-value thinking--not rehashed answers</li><li>Lead with clarity, human insight, and authentic voice in an age where AI can generate answers--but not understanding</li></ul> In a world where everyone is talking, the leaders who stand out are the ones who know how to see, hear, and uncover what others miss.

Are you a sage on the stage---or a guide on the side?  Good leaders are one. Great leaders are both.

A New Framework for Leading with Curiosity and Story Discovery

Winning Without Persuading

Updated guidance for communicating with clarity and connection in the modern workplace Simply Said delivers an all-encompassing guide to improving your communication, based on the philosophy that we are all better communicators when we focus less on ourselves and more on other people. With over 100,000 copies of the first edition sold since publication in 2016, this fully revised and updated edition connects skills with scenarios and purpose to help you hear and be heard. You'll learn the skills to deliver great presentations and clear and persuasive messages, handle difficult conversations, effectively manage, lead with authenticity, and more, as you discover the secrets of true communication. "In an increasingly noisy world, the ability to communicate with clarity and impact has never been more important. Jay Sullivan brings years of experience to Simply Said, distilling what works into a practical, powerful guide. This book is a valuable tool and will transform your ability to impact and influence an audience." -Susan Reid, Global Head of Talent, Morgan Stanley "Simply Said is an indispensable resource for those who want their ideas to be heard and their leadership to be felt." -Joseph Landau, Dean, Fordham University School of Law

Communicating Better at Work and Beyond

Simply Said

Implementing Communication Concepts and Practices in Business addresses the critical role of effective communication within the modern business landscape. Understanding its diverse types, underlying processes, and common barriers is paramount for organizational efficacy and individual professional development. The inherent complexities in conveying messages clearly across varied platforms and audiences present significant challenges that necessitate a structured approach to skill acquisition.

This book systematically explores foundational communication concepts, encompassing electronic and non-verbal aspects, alongside strategies for developing essential abilities. It delves into the principles and significance of active listening, offering techniques to enhance workplace performance. Managerial communication is examined through an objective-driven lens, guiding the identification of audience objectives and appropriate message and channel selection. Comprehensive instructions for professional business letter writing and memorandum creation are provided, complemented by an in-depth examination of reading skills, including various techniques for enhancing comprehension and crafting easily readable content.

This comprehensive resource is designed for students, researchers, and professionals aiming to cultivate advanced communication proficiency in business environments.

Implementing Communication Concepts and Practices in Business

“A fascinating look into why people reveal what they do about themselves—and how we can all communicate better with others.” —Arthur C. Brooks, bestselling author of From Strength to Strength A groundbreaking book on the surprising potential of revealing more of ourselves to others, from a celebrated Harvard Business School professor and expert on the psychology of personal disclosure decisions We all know the feeling: that gut-wrenching post-conversation replay, cringing at how much we just revealed. We live in fear of saying too much, so we keep our mouths shut, guard our emotions, and lock away our most personal thoughts. But what if we’ve been worrying about the wrong thing? A growing body of research shows we vastly underestimate the value of sharing more than we think we should, with our spouses, friends, colleagues, and even strangers. Drawing on over a decade of research and real-life stories, behavioral scientist Leslie John explores why we hesitate to open up, when sharing really does backfire, and how to strike a balance between too much and too little. Learning to be more vulnerable and open at work and at home can unlock some of life’s richest rewards: deeper friendships, stronger professional relationships, greater well-being, and, yes, even love. Revealing is a road map for making smarter, bolder, and ultimately more satisfying decisions about just how much you want to share and why.

“A fascinating look into why people reveal what they do about themselves—and how we can all communicate better with others.” —Arthur C. Brooks, bestselling author of From Strength to Strength A groundbreaking book on the surprising potential of revealing more of ourselves to others, from a celebrated Harvard Business School professor and expert on the psychology of personal disclosure decisions We all know the feeling: that gut-wrenching post-conversation replay, cringing at how much we just revealed. We live in fear of saying too much, so we keep our mouths shut, guard our emotions, and lock away our most personal thoughts. But what if we’ve been worrying about the wrong thing? A growing body of research shows we vastly underestimate the value of sharing more than we think we should, with our spouses, friends, colleagues, and even strangers. Drawing on over a decade of research and real-life stories, behavioral scientist Leslie John explores why we hesitate to open up, when sharing really does backfire, and how to strike a balance between too much and too little. Learning to be more vulnerable and open at work and at home can unlock some of life’s richest rewards: deeper friendships, stronger professional relationships, greater well-being, and, yes, even love. Revealing is a road map for making smarter, bolder, and ultimately more satisfying decisions about just how much you want to share and why.

The Underrated Power of Oversharing

Revealing

Grow your brand with smart, psychology-driven marketing strategies Marketing is how you reach the right people with the right message at the right time. But with AI, social media, and digital channels constantly evolving, keeping up can feel like a full-time job. Marketing For Dummies gives you a friendly, accessible roadmap for attracting, engaging, and retaining customers using strategies rooted in real buyer psychology and paired with the tools that matter most right now. You'll get the hang of blending human insight with AI-powered tools for smarter segmentation, creative development, and search optimization, including Generative Engine Optimization. Discover how CRM platforms and personalized messaging can strengthen customer relationships, and explore updated tactics for social media, influencer partnerships, email, and digital advertising that reflect how people actually discover brands today. Inside this book: <ul> <li>Learn how AI fits into your marketing workflow, including its scope, risks, and best practices for brand safety</li> <li>Build dynamic budgets, measure KPIs, and pivot quickly so you avoid wasted spend on campaigns that aren't working</li> <li>Explore psychology and behavior-science techniques that deepen customer understanding and improve loyalty and referrals</li> <li>Create acquisition and retention strategies using account-based marketing, content personalization, and community-driven approaches</li> <li>Master search marketing across GEO, SEO, and Google Ads to boost your brand's discoverability in an AI-driven landscape</li> </ul> Whether you're a small business owner, entrepreneur, student, or career-switcher looking to sharpen your marketing skills, this Dummies guide makes it easy to connect with customers and grow with purpose. Time to get your marketing moving!

Marketing For Dummies

Your Brand's Content Sucks

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