"Let me tell you a story."

From campfires to books to advertisements to film, stories have a power over us that no other human invention can wield. They calm us, thrill us, enthrall us and send us running back to the box office for another hit.

But there's no real secret to the multi-billion-dollar "secret" sauce behind Hollywood and the entertainment industry. Stories have structure and common elements and they can be applied to almost anything, increasing both engagement and user understanding. You too can wrap your website content in a story that makes candy out of a bitter pill.

It doesn't matter if you sell paper to accountants or slick technology to the in-crowd. Invite your users into a story larger than themselves and you'll have them loving your work and shouting for more.

In this session we'll discuss

The power of story
Common story structure
How to apply story principals to web content and design
Next steps