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The Hook by Richard Krevolin

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CHAPTER 9Prof. K.’s Storytelling Rules and Tools, Part 2—Character and Dialogue

I will tell you something about stories…. They aren’t just entertainment. Don’t be fooled. They are all we have, you see, all we have to fight off illness and death.

—Leslie Marmon Silko, Ceremony

All of these rules and tools are about audience engagement. They are about creating a feeling of relationship with your consumers and/or customers, making them care so they want to stay connected to your brand. This is the goal of most narratives: to create a deep emotional involvement with your story. This chapter will continue with a series of helpful rules and tools related to character and dialogue.

The Lee Van Cleef axiom

One of the most famous bad guys in the history ...

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