Great stories get more. More attention, more emotional connection, more funding, more loyalty and more sales.
That’s our ethos here at All Good Tales, we believe in the power of storytelling.
When the 100,000 story was sent via our sister company MediaHQ.com our CEO and founder, Jack Murray, had a realisation. He realised that a fundamental change in communications was taking place. The traditional dividing lines between public relations, marketing, and advertising are blurring beyond recognition. Communications is moving away from dependence on traditional media and towards a golden age of storytelling. Thus, our agency was established.
Our aim—to help organisations tell great stories.
Along his journey of discovery about the power of storytelling Jack felt compelled to put pen to paper. He wanted to teach people how to tell a great story and to share insights he had garnered through his years in the communications business.
While on a trip to Brighton to attend a conference in early 2017 Jack ventured into Brighton books. A well know and well-loved bookstore, with floor to ceiling books of all shapes, sizes, and stories.
While perusing the shelves Jack came across a historic army manual, “Royal Military Academy Sandhurst: Customs of the Army.”
The pamphlet is a guide for new recruits and details what they can expect when joining the regiment or corps.
Included in the pamphlet is handy guidelines for how new recruits should act in certain situations. The wording is simple and accurate with detailed examples accompanying many of the guidelines.
One pearl of wisdom included is how to act when attending the Sergeants’ Mess Dance “Officers should avoid spending their whole time at the bar or monopolising the attention of the prettiest girls in the room.”
This small red pamphlet served as Jack’s inspiration when writing and designing our Storyteller’s Manifesto. He saw how far a simple design and wording could go.
Although no date of publications exists on the booklet, it’s yellow pages and worn external give us some indication to its age.This pamphlet has stood the test of time. Jack wanted our Storyteller’s Manifesto to be the same, available years from now for a new entrepreneur to pick up and take inspiration from.
The making of the manifesto
Jack could see the manifesto in his mind. He knew the size the manifesto should be, the colour he wanted and how the paper should feel. Now he just had to write it.
On a trip to Brooklyn, New York, while floating from coffee shop to coffee shop Jack wrote the manifesto. Included in the 32 pages is insightful commentary about the changing nature of communications, examples on how to be more creative and an insight into how to find your company’s Magic Slice.
The manifesto was sent to the printers; after much proofing, designing and perfecting. After what seemed like the wait of a lifetime our manifestos were finally ready for collection.
On a wet May evening, Jack headed to the printing depot in Tallaght and picked up 2,000 little red booklets. The next morning on the 17th May 2017 we finally got to hold our very own Storyteller’s Manifesto. Jack had returned to the office here in Harolds Cross and carefully placed one on each of our desks. We were in love.
The Storyteller’s Manifesto had exceeded our expectations, everything from the look to the feel was exactly how we wanted it.
Reaction to our manifesto
At events, over the coming weeks, we realised we weren’t the only ones who loved it. The reaction from outside of our own office was phenomenal. People loved its uniqueness and its message. A take-home which could be used to enhance their work.
People from all over the world have requested the Manifesto in the near year it has been available, from Singapore to New Zealand and from Kerry to San Diego. Our simple guide to storytelling is helping people from all walks of life tell their story.
The unique thing about our Storyteller’s Manifesto, is that only hard copies are available. Something which isn’t very common these days, you can only request a hard copy, it can not be downloaded or sent via pdf.
If you would like to request your own copy of the Storyteller’s Manifesto you can do so here.
Remember, the next time you are struggling to get the world to care: Those with the best stories succeed.