Category Archives: Effective Writing

How Compelling Storytelling Can Help You in Business and in Life

Once upon a time, a very lonnnng time ago, the only way to “get the message out” was traveling by foot, canoe, snow shoe, dog sled, etc. and telling the story ourselves. Our story-telling skills needed to be strong — we had no flash animation or synthesized sounds to enhance our performance — and the story itself needed to excite our listeners and especially tribal leaders, if we wanted to survive.

Today, as technology brings the world to us and us to the world, our story telling skills are on the decline. Think “text” message and you get the idea. Think “tweet,” and you’re definitely in the ballpark.

Confidence to stand in front of an audience, rather than behind an ipod in a corner some where, can be daunting.  Now, more than ever, we need to strengthen our story telling skills in every medium and in every way we communicate.

Think about it. Every time you speak to a friend, colleague, existing or potential client you are telling a story.

How about the story you tell that sells your product, service, or message? At the core of every type and size of communication is a … story! In every print, television or radio ad, website, direct mail piece and live event!

The power and immediacy of a strategically creative LIVE EVENT can generate incredible results…when you know how to emotionally compel your target audience to action with a powerful story.

I encourage you to give yourself the tools you need to not only survive, but thrive in our rapidly changing world. Learn and/or hone your story writing and presentation skills.

Download my blog post: What’s the Story? Tips on getting to the heart of it, and other posts you may find helpful.

The exciting news is: When you take that first step to strengthen your story writing/telling (communications skills), you will begin to feel more confident about yourself and your future. That will become part of your personal story…one which you will find great joy in telling!

Need marketing help?  Dynamic creative copy? Concepts that drive results?

Contact: Jerelyn Craden —


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The recession didn’t just happen. But here it is. And here you are trying to figure out the best action to take for your business. For those who have been hit with the fight or flight response, your mind is probably shouting: “Stop marketing now! … You can’t afford to!” According to top marketing gurus and historical facts – You can’t afford not to.

Take a look at this historical perspective of marketing expenditures during the past 3 recessions:

1974-1975 recession years –
“Companies that did not cut marketing expenditures experienced higher sales and net income during those two years and the two years following than those companies that cut in either or both recession years.” — American Business Press, Inc.

1981-1982 recession years –
“Business-to-business firms that maintained or increased their marketing expenditures during the 1981-1982 recession, averaged significantly higher sales growth both during the recession and for the following three years than those that eliminated or decreased marketing.” — McGraw-Hill Research.

1990-1991 recession years –
“Firms that increased their budgets and took on new people were twice as likely to pick up market share.” — Greenburg, Eric Rolfe. Management Review, January 1993

According to research conducted at Penn State’s Smeal College of Business:
”An economic recession should not prompt marketing cutbacks, but rather an aggressive increase in marketing spending to achieve superior business performance.”

Plus … Arcus Research and Strategic Consulting analyzed the impact of cut backs in marketing investments in a slowdown in 22 industries and had this to say: “It is proven that an increase in advertising during a recession, when competitors are cutting back, can dramatically improve market share and return on investment at lower cost than during good economic times.”

Now is the time to stay in the driver’s seat and drive.
Show your existing and potential customers you care and are there. Reach out. Communicate. Present your business as unique, credible, and beneficial. By continuing to market smart you will build strong customer relationships now and well into the future.

Need help? Contact me:  Jerelyn Craden at:

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