To Write Successful Business & Academic Communications, Learn the Architecture of a Story

Human beings seem to be born with a gene for telling stories. Stories from our families, our communities, and the media form our worldview and shape our lives. In fact, scientists have discovered that our ability to create stories is intricately connected to our ability to learn. This is because our brains seek to create meaning through relationship, which is what stories do so well.

Our storytelling faculty comes into play not only when we speak, but also when we read, which means that our brains are unconsciously seeking a well-told story in every kind of writing-whether it be a business proposal, an academic essay or the Great American Novel. When a story connects with us, it can have a powerful effect on our thoughts and decisions. When it doesn't connect with us, however, it may leave us confused, bored, or even angry.

The question is: Why do some stories succeed while others do not?

Successful writers understand the architecture of a story

The answer lies in the architecture of a story, which at the most basic level requires a beginning, a middle, and an ending. The beginning needs a way to draw readers into the story and make them want to keep reading. The middle needs to tell the basic parts of the story in some kind of logical order so that readers can follow and understand it. And the ending needs to tie up loose ends, being sure to answer any questions that have been raised.

Successful stories are always targeted at a particular audience and use language and terminology the audience understands. They also use concrete details and strong, active verbs to add color, emotion and energy.

If any of these elements are missing from our written communications, we will confuse our readers at best and completely fail in our purpose at worst.

Let's take a book for example

When I am browsing in a bookstore and pick up a book, I usually look at the first paragraph. If something about the writing "hooks" me, I read further. If it doesn't, I put the book back on the shelf.

If I accidentally pick up a book in Italian--a language I do not know--I put it back immediately because I am not its intended audience. In other words, it literally doesn't "speak" to me!

Once I begin to read the book, I expect the author to lead me skillfully through his story, giving me as much detail as I need to understand and visualize his ideas. Sometimes, however, the author's plot jumps around so much that I have a hard time following it.

Sometimes the author's characters are so vaguely drawn that I can't keep them straight. The result is that I end up not caring about them at all, and I soon forget the whole thing.

Sometimes I get to the end of a book and find that the author has left me hanging, without tying up loose ends and satisfactorily answering my who, what, when, where, why and how questions.

As I experience each of these frustrations, there is a good chance that I will misunderstand what the author is trying to say, lose interest in his message altogether, or start becoming irritated with the author himself.

This is obviously not the kind of reaction any writer wants to engender. If you are writing business or academic communications, and are not a professional novelist, what can you do to ensure that your "story" succeeds?

One possible solution is to write your communication using the Story Spine technique.

Use the Story Spine to build your narrative

This technique, which is described by Kat Koppett in her book Training to Imagine: Practical Improvisational Theatre Techniques to Enhance Creativity, Teamwork, Leadership, and Learning, is especially good at helping writers build their narrative without getting lost. It consists of the following steps:

• Once upon a time...
• Every day...
• But one day...
• Because of that... (Repeat as needed)
• Until finally...
• And ever since then...

"Once upon a time" is your opening. It draws your readers into your communication in some way and introduces your setting and characters. By answering such questions as "Who?" "What?" "Where?" and "When?" it provides the context and sets the stage for your communication.

In the "Everyday" step, you present some background information and further develop your message.

The "But one day" step represents your catalyst. This is where you ask and answer such questions as: "Why is this message/idea important? What is different about it?"

The "Because of that" step represents the heart, or main section, of your story. It presents the consequences that result from your catalyst.

The "Until finally" step is the climax of your communication, where you present your most important points or results. It is what your whole communication has been building up to.

The "And ever since then" step is your conclusion. It is the place you tie up loose ends and leave your reader with a feeling of satisfaction, of completion and understanding.

Concrete details make a story compelling

Ensuring that your story follows a basic structure isn't quite enough, however. You must also provide vivid, concrete details. According to Koppett:

Shakespeare's structure is strong. His "because of that's" flow from one to the other, building in intensity beautifully. But mostly, it is the language Shakespeare uses, the descriptions he employs, the way he develops his characters that makes his work a masterpiece. What makes a story compelling is not just what happens, but how it is related, the specific moments, the images and sensory impressions that are created.

So, again, we come back to our brain's need for meaning and connection. To ensure your writing succeeds, keep in mind that you are, in effect, telling a story. Ask yourself, "Has my story met my audience's needs and expectations?" If you can answer "yes" to this question, your results will show it.

Clarice Kyd Dankers is a freelance editor and learning coach in Portland, Oregon, who works internationally with business and academic clients. To learn more about her services, or to sign up for her free monthly newsletter, go to: PolishYourWriting.com

The Cape Town Wine Route Wonders

Just drive out to one of these delightful wine estates to find something quite magical about the art of viticulture and we dare you to say you didn't have a great time.

The most trouble you'll have is trying to decide which wine estate to visit on which wine route - there's so many and they're all different.

However, there's an art to this, especially in the busiest tourist times, so let us guide you round our particular favourites and show you how to pick the best ones for you to visit to ensure you make the most of your time and get to experience the best of the wine route wonders around.

Once you get the bug, you'll want to return more and more often, until finally, just like us, a trip to Cape Town wouldn't be complete without a wine route trip.

Nailing down your particular favourites can often lead you to a particular estate that specializes in these wines, but don't let that stop you finding a new grape varietal, or why not discover the skill involved in brandy making?

What draws you up the driveway to discover
what's beyond the rather bland, brown signposts?

Gateways filled with the most glorious flowers - Canna Lilies and Roses. Spectacular beds filled with wonderfully vivid colour, stretching into the distance just urging you to find what's at the top, all with a backdrop of soaring mountains.

The estate houses themselves are usually the traditional Cape Dutch style houses, built in an H shape. Many of them are open and maintained as museums, of an age long past and we've spent many an hour wandering around the cool interiors, whilst the sun blazes outside in a clear blue sky.

One example of these very gracious wine estates is Uitkyk, pronounced "Ate Cake". Tucked away down a short track leading from one of the main roads into Stellenbosch, this wine estate is worth a visit just for the handsome manor house alone, but why not try your hand at boules, sometimes known as petanque. Uitkyk supply the boules and a set of rules, all for free, whilst you enjoy tasting it's award winning wines. Better still, book a picnic hamper the day before your visit, sample wine for your lunch before finding the perfect spot under the trees to enjoy the awe-inspiring views, whilst whiling away the afternoon.

Uitkyk is one of our particular favourites because it's rather off the beaten track of the usual wine route tours. A number of the extremely well-known estates end up with bus-loads of people all vying to taste wine and view other attractions and at certain times of the year, this can be extremely off-putting. Knowing where to go to find the best estates and the best wines, will save you a lot of time and stress, making your wine route experience truly memorable.

Others that are memorable for their manor houses are Vergelegan, Somerset West Boschendal, Franschhoek Groote Constantia, Constantia, Cape Town

However, these are all very big and very well-known, with a large number of cruise ships and tours prefering to take their customers to these wine estates. Choose your time to visit them with care, so that you miss the crowds and enjoy your visit.

Not all the wine estates are old. One or two are ultra modern, like Eikendal, just outside Somerset West or Dornier Wines just of the beaten track on the road to Somerset West.

Others like Spier in Stellenbosch, combine the very old with the very new, in a tremendous combination.

Wine is not the only consideration at the majority of estates. Described by South Africa's wine bible, John Platter as "this manicured, riverside pleasure dome" Spier's latest attractions include "Moyo", an outdoor African eating experience with Arabian Nights-style tents and a treehouse platform, providing the most exotic setting for a bountiful buffet. During the chilly Cape winter nights, you're warmed by large brazier's and woolly blankets. Be warned - this is incredibly popular with tourists, so booking early is a must.

Other attractions include an hotel, conference centre, open-air amphitheatre with a full season of music and the arts, five other restaurants, a deli, golf course, tennis centre, equestrian centre, wildlife close encounters and last but by no means least ... fine wines! If you only had one day to do a wine tour, you would probably not go far wrong in chosing Spier - there is literally something for everyone here!

You would be forgiven for thinking that wine sometimes takes a back seat to everything else going on, but taste the wines made on the Spier Estates and you'll be in no doubt you're tasting an excellent quality wine.

Couple that wine with a picnic from their Deli, the setting sun, swallows winging their way through the early evening sky, candles and the Cape Town Philharmonic orchestra playing Christmas carols and you have the makings of one of the most memorable evenings you could experience.

Not what you had in mind when we said wine?

How about Chocolate?

Helen Palmer is the author of the website http://www.magical-cape-town-vacations.com, whose family's love of Cape Town was spawned some 30 years ago, when her aunt moved there to live. Regular visits and a genuine love of travel persuaded Helen to share her passion. To find out where the chocolate is, go to http://www.magical-cape-town-vacations.com/wineroute.html

Get the newsletter, Cape Town Vacation Magic, keeping you up-to-date on the happenings in Cape Town - http://www.magical-cape-town-vacations.com/newsletter.html

A Mothers Journey to Spiritual Surrender

I have studied many of the great Religions, Quantum Physics, Mystical Awareness and many forms of Spirituality over the past 17 years. I consider myself a Seeker and a Lightworker. I am also the mother of two children. This is what has defined me for the past 20 or more years. It is a role that I love and a role that has brought deep meaning to my life. As a single mother, my two children are my world.

So how is it that you say goodbye to being the caretaker of your children? How do you let them go out into the world as adults to make their own decisions and work through their own problems? Sometimes our children choose a path in their life where this "adulthood" comes fast and furious and they truly are on their own and you as a parent must let go. One of my children chose this path and it has been a meaningful and deep journey for the two of us. This child joined the United States Army.

My son joined the Army three weeks prior to 9-11 under the delayed entry program. He had just turned 17 years old at the end of July. Not being from a military family and knowing NOTHING about it, I was scared for what might lie ahead for my son. I remember sitting with his recruiter on the morning of his enlistment and asking the Sgt if he thought there would be a war. I had grown up during the Vietnam era and can vividly remember thinking that if I were called to war I would go hide in a cave somewhere until it was all over. Not much of the warrior in me, but my son has felt the calling of his warrior spirit ever since he was a small child.

Somehow I made it though his boot camp and airborne school without too much trauma. But when I received the phone call on his 19th birthday that he had gotten orders to deploy to Afghanistan, I just could not summon any peace. I could not pull myself out of the fear and anguish I was feeling at the thought of this beloved child of mine going to war. As the days grew closer to his departure my fear for him grew stronger and stronger until one day with no energy left within me to fight this battle, I just surrendered all of my fear into Gods hand. I took the control of an uncontrollable situation and gave it to God and the most unbelievable peace came over me.

It was also a daily struggle to stay within this peace. To overcome this I began to start each day with a daily message to God entitled "I Surrender This?.". I would pour out my heart to God and then ask for peace to surround me. Day by day, sometimes minute by minute, it worked. My son returned safely from Afghanistan this past summer and continues his journey within the US Army.

But because he has returned do I stop surrendering? Never. I continue to hold his life, my daughters life and all those that I love in the palm of Gods hand. None of us know what each day will bring. For some it may be the death of a loved one or a diagnosis of a life threatening disease. Others may find the love of their life and the job of their dreams. No matter what it is, life works best when we Let Go and Surrender.

Why is it that we want to control our lives so much? Why can't we just turn our lives over to the Infinite Perfection that is God? The sun came up today, didn't it? If God can make the sun come up then He can also make my life magical. I can not be in charge of the how, why, when or where. I must trust and believe. I must hold positive thoughts and intentions for the outcome. I must allow and surrender.

Lisa Sullivan is the CEO and founder of Green Donkey Marketing and the spiritual tool "I Surrender This". To find out more on how to Surrender please visit http://www.isurrenderthis.com

Ten Tips for Choosing the Right Direct Sales Company

Direct sales can be your ticket to a profitable home-based business. There's low risk and low overhead - and you'll find lots of conversation, creativity, and cooperation among the company's representatives. But how do you know which company is right for you? Here are ten things to look for as you research your options.

1. Products. Successful direct sales consultants exude a genuine enthusiasm for their products. Before joining a company, you'll need to have the inner conviction that your company brings products and an opportunity that no other company can. It's important for you to get your hands on the products before you sign. Place an order or, at the very least, request a catalog and product samples before joining.

2. Passion. Does this company involve a business you are truly passionate about? One of the nice things about a direct sales business is that you can often find one that suits your personal passion...whether it's cooking, home d?cor, beauty, or scrapbooking & cardmaking. And when you're genuinely enthusiastic about the industry and the product, you'll feel as though you are sharing, teaching, and helping - not selling.

3. Initial investment. What kind of cash outlay will your start-up require? Look closely at the company's joining fee and/or the cost of your business starter kit, but also think realistically about how much inventory you'll need to have on hand and what kinds of business supplies or products you'll need to get your business started.

4. Monthly minimums. What kind of personal sales volume is required? Are you ready to invest the time and energy that this level of business building requires?

5. Compensation Plan. Each direct sales plan is different, and it's important to look over the fine print. What is the commission rate and how is it paid? How are you awarded for recruiting others? How does the company handle breakaways?

6. Control. How much control do you have over the way you build and promote your business? Ask to see the company "rule book" before signing on.

7. Support. What kind of support networks are in place? How involved in the business is your upline? (Is your upline able to answer the questions in this article, for example?) How quickly does he/she return phone calls and emails?

8. Advertising. What kind of advertising and promotion does the company deem acceptable? Most companies have rules for the way their logo and trademarks are represented, both online and off.

9. Accessibility. Does the company offer exclusive products? Also, take a look at the level of saturation in your particular market. A newer company that offers quality products may hold a lot of promise in your particular industry.

10. E-commerce. Does the company have an e-commerce option? Many direct sales companies are now offering replicated websites so each representative can promote an individual online presence. A few direct sales companies even have shopping carts alongside these websites so you can make sales online, too, with the product dropshipped from the home office.

Take your time researching your options. When you have found the company that's right for you, you'll know it.

About the author: Susie Cortright is the creator of the award-winning online magazine http://www.momscape.com as well as a representative for a rapidly growing new direct sales company. Learn about the company she chose here: http://www.momscape.com/business.htm

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't have a big advertising budget, relax. There are lots of ways to get in front of the audience you want to reach by using free publicity. Here are tips that will boost your publicity efforts and help you finally get noticed.

1. Tie your story ideas to the holidays. Here are some examples: Gourmet gift baskets that make the best Christmas gifts. Bookstores that are doing special programs that tie into Mother's Day. Health food stores that can explain how to create a vegetarian meal for Thanksgiving.

2. Call the advertising department of every newspaper and magazine you want to get into and ask for a copy of their editorial calendar. It's a free listing of all the special topics and special sections coming up during the calendar year. It will tip you off to sections where your story idea would be a good fit, so you can query the editor weeks and even months ahead.

3. Invite a reporter from your local newspaper or magazine for coffee or lunch. Instead of asking, "Will you write about me?" a better question is "How can I help you?" Offer yourself as a resource in your area of expertise. Talk about trends you are seeing in your store.

4. Consider starting your own television show on your cable TV station's community access channel. A floral shop can do a program on how to create dried flower arrangements. The station can rent you the camera equipment for a nominal fee. Air time is free. Produce one show or an entire series of programs. Call your cable company for details.

5. Build a network of other retailers in your area. Agree informally that you will refer reporters to each other whenever they call and want your views on a topic on which you all could comment, such as a new sales tax increase.

6. Write how-to articles such as this one for newsletters published by groups in your community, or for newsletters read by audiences who buy your products or services. Be sure the last paragraph tells readers how to contact you.

7. Don't forget newspaper and magazine columnists. They're always hungry for fresh ideas. Keep in touch with them and feed them ideas regularly.

8. Get on your local TV news and the morning TV news feature shows. Tie your product, service, cause or issue to a breaking news event. Pitch yourself as the local angle to a national story. Or suggest a feature story with great visuals.

9. Write articles for electronic magazines and include a paragraph of information at the end that leads readers to your web site.

10. Contact your trade association and ask them to refer reporters to you. Many reporters who don't know where to find sources on a particular topic start by calling trade associations.

11. Always refer to yourself as an "expert" in your marketing materials, at your web site, in information that explains your workshops, in your introductions during public speaking engagements, and in your media kit. The media always seek out experts and interview them.

12. Pitch stories about your product, service, cause or issue that tie into the weather. Weather stories are mandatory at most media outlets, and newspapers and TV stations, in particular, are always looking for fresh angles that tie into today's and tomorrow's forecast.

13. Pitch story ideas about your business to the reporter who covers the retail beat for your local business journal or business magazine.

Joan Stewart, a.k.a. The Publicity Hound, shows you how to use the media to establish your credibility, enhance your reputation, sell more products and services, promote a favorite cause or issue, and position yourself as an employer of choice. She publishes "The Publicity Hound's Tips of the Week," a free ezine on how to generate thousands of dollars in free publicity. Subscribe at http://www.PublicityHound.com and receive by email the free checklist "89 Reasons to Send a News Release."

Meningitis and Septicaemia

Meningitis is an inflammation of the membranes around the brain and spinal cord. It is caused by either a virus or bacteria.

Viral meningitis is usually mild and does not require medical treatment. Bacterial meningitis however can be life-threatening and can come on very quickly. Children under five are most likely to be affected and sadly some of these will die.

There are several types of bacteria that can cause meningitis, the most common being meningococcal bacteria. Most of us carry this bacteria in our noses and throats without becoming ill. The bacteria can be passed through kissing, sneezing and coughing. Only if the bacteria reaches the blood stream does the person contract meningitis and/or septicaemia - most people who get meningitis will also get septicaemia.

Mercifully, meningitis and septicaemia cases are quite rare. However, it is important to know the symptoms as early treatment is vital.

Symptoms

• High temperature - above 99.5?F/37.5?C.
• Extreme sleepiness - difficulty in waking baby.
• Headache.
• Staring expression.
• Dislike of bright lights.
• Stiff neck.
• Difficulty breathing, or fast breathing.
• Shivering.
• Vomiting.
• Purpley-red or brown rash.
• Cold hands and feet.
• Bulging soft spot (fontanelle).
• Blotchy skin getting paler or turning blue.
• A high-pitched or moaning cry.
• Abnormally stiff body with jerky movements.

A septicaemia rash usually starts as purpley-red or brown pinpricks on the skin anywhere on the body. To check whether the rash is a sign of septicaemia, press a clear glass against the rash. Other rashes will fade, if this one does not do so it is likely to be septicaemia.

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Author: Tony Luck who runs a site with advice about everything to do with babies and a gift store specializing in personalized ceramics - greeting cards (yes, ceramic greeting cards!) and commemorative plates.

Is the Mexican Pharmacy safe to buy drugs online?

Are you frustrated with the high prices of prescription drugs? Take a look at a Mexican Pharmacy. Not only can you save a lot of money but you can also be sure that you are getting quality medicines and online customer service that provides you all the necessary information on drugs. Whether you are looking for prescription medication or herbal products Mexican Pharmacy is your souce for your purchasing medicines.These are all claims that are associated with Mexican pharmacies catering today. But there are some risks involve in it too, which cannot be totally ignored. Awareness is one sure step towards better informed consumer for health care products.

Expired Drugs:

All drugs and medcations are reviewed but make sure to ask about your Mexican pharmacy's licensing requirements, if there are any, before filling any prescriptions to alleviate the concern of getting expired drugs.

Generic Medications:

Keeping in view the ever increasing prices of prescription drugs these days Mexican Pharmacy also offers generic medications which are virtually the same as their brand name counterpart. But its advisible to check with your doctors for precribed generic medicine instead of taking one informed by the pharmacy.

Shipping Time:

Free delivery on your doorstep and complete discretion over shopping are some of the added benefits you get while purchasing from Mexican Pharmacy. Instead the actual delivery time can vary from seven days to six weeks. Undue wasteage of time for a much needed medicine.

Language Problem:

Many medicines available from a Mexican Pharmacy is labeled in Spanish, or in broken English. Hence important information is lost, so make sure to ask first how your pills will be labeled before you purchase anything.

Remember, when you are surfing the net for medications you might be misguided. So this article although alarming is only intended for consumer information to help you make the correct decision and choose the best Mexican Pharmacy to cater to your needs.

Copyright ? Mathew Bell 2005

Mathew Bell is the author of many articles relating to health issues to help the public to be better informed of options available to them in today's online world.

Visit this Mexican Pharmacy link for more information.