Elements of Storytelling 7: Belonging

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 7: Belonging

Good stories make the audience feel part of something special, feel a sense of kinship.

Case study: Agrotourismo Cas Gasi

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Cas Gasi

What it is:

Cas Gasi is an internationally famous boutique hotel in the heart of Ibiza that bucked the odds to become a success. Its  challenges included a converting an old farmhouse, stables and outbuilding into luxury rooms; and marketing an Ibiza destination located away from the clubs or beaches that are the island’s biggest attractions. It is also, to borrow the Stella Artois slogan, reassuringly expensive. Yet it thrives year-round, catering to a loyal audience of celebrities, aristocracy and captains of industry who come for a simple reason: at Cas Gasi they feel special.

Why it matters:

There are a few things every luxury hotel must do well: exquisite linen, top-of-the-range TVs, delicate room fragrances, weighty bathrobes, fine food and gracious service. Beyond that, success is down to who has the best story. Cas Gasi’s pitch is short and sweet: When you’re here, your family.

Everyone who visits from financiers and minor royalty to Hollywood stars, tax exiles, and well-heeled young couples is treated like part of an extended family. A cultured, urbane, educated family that has superb taste in food, wine and art and the means to indulge these interests.

Cas Gasi nurtures this sense of belonging by eschewing advertising (though friendly write-ups in Vogue, Conde Nast and Harper’s Bazaar are welcome) in favour of word-of-mouth recommendations. Guests are further encouraged to unwind by discreet service and an institutional obsession with privacy and quiet. Cleverly, the owners realised at the start that not everyone will like the hotel, so they created a space that a select group of people love.

In its own words:

Ibiza-born Luis Trigeros Juan grew up between Barcelona and the island, for which he developed a deep love. A lawyer and passionate sailor, Luis sailed around the world in 1986 before making Ibiza his permanent home alongside wife Margaret von Korff, Barcelona-born with German family roots in Baltic nobility and French, Austrian and Russian family connections.

Together they have found their niche, setting up a organic farming project, transforming their home into the beautiful boutique hotel to welcome guests from around the world – the Cas Gasi ‘extended family’ – and promoting their personal philosophy of fusing life’s luxuries with sustainable living.

Read more

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Clara, house dog

Practice: “The concept of a tribe transcends a customer merely liking or being satisfied with your brand or product. Your tribe is made up of your brand’s biggest fans – customers or prospects that will often take to Twitter and Facebook to share your praises or recommend your product….

Remember that word of mouth is still the best marketing. Consider setting up a referral program that rewards customers that deliver leads to your doorstep – in effect, have your existing fans recruit more tribe members.” via Wasp Buzz

Remember: “In writing, your audience is one single reader. I have found that sometimes it helps to pick out one person—a real person you know, or an imagined person and write to that one.” ~John Steinbeck

Elements of Storytelling 3: Inspiration

Storytelling is the essence of communication. Whether you are a writer, entrepreneur or politician your story is how you connect with people.

The elements of storytelling are like the letters of the alphabet. Once you know them, you can put them together to tell your story in the best way possible.

Element 3: Inspiration

Great stories are not plucked from the air; they grow from the fertile soil of stories that were told before.

Case study: Eivissa: The Ibiza Cookbook by Anne Sijmonsbergen

eivssa cover

What it is:

A cookbook based on, and inspired by Ibiza food. What it isn’t is an attempt to slavishly recreate traditional Ibicenco recipes, or a generic Mediterranean cookbook. The author lived on an organic farm in Ibiza for a dozen years, growing local produce, working with other farmers, and hanging out with rare-breed animal experts, fishermen, and artisan cheesemakers, before she put proverbial pen to paper.

 

Why it matters:

This long period of absorbing and exploring the food culture freed Anne to create recipes that are unique to her but capture the essence of Ibiza. She transforms stolid island fare like flaó — a dense, old-fashioned cake — into something fresh and suited for a modern palate. Each recipe becomes a story in its own right, revealing the history and origin of its components and the author’s inspiration.

The Evissa story:

Ibiza is on the cusp of a food revolution. The island’s traditional farming and fishing culture has been supplemented with a wave of chefs and producers making artisan products and vibrant food.

Now Eivissa, the first recipe book to showcase the incredible Ibicenco dishes Ibiza cuisine has to offer, reveals how to recreate the tastes of the white island in your own home.

Divided into seasonal chapters to reflect the ingredients in Ibiza, these are gorgeous recipes reflecting the heritage of the cuisine, yet with contemporary twists. Sample a really simply Grilled Courgette Ribbons, Asparagus & Mint Tostada from Spring, for example, or a Grapefruit & Juniper-Encrusted Pork Salad. Try Steamed Mussels with Samphire or Chicken with Roasted Figs from Autumn. Or treat yourself with a Ricotta Pine Nut Cake or Spiced Chocolate Truffles.

Full of stunning photography shot on location in Ibiza, both of the recipes and the island’s beautiful backdrop, these are recipes that are full of energy, warmth and enjoyment.

Read more here

Practice: Plenty of writing ideas are culled from great tales that have been told throughout history. Some of these have been converted into formulas that writers can use as storytelling guidelines.

From the three-act structure to the hero’s journey, formulas have been criticized as making stories dull and predictable yet they have also been credited with providing writers a framework in which to create.” via WritingForward.com

Remember: You can’t wait for inspiration. You have to go after it with a club.” – Jack London

WineRev: Nyetimber Classic Cuvee

Wine reviews by an appreciative amateur.

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Sweet gold grass spikes my ankles as I walk through the makeshift car park. “A hay field full of Range Rovers,” I text my boyfriend. “Couldn’t be more Ibiza if it tried.”

At the top of the dusty camino a villa looms: eye-stretching expanses of white surrounding a massive stone tower. Jasmine bushes leak perfume over the steps to the entrance. “This is what the south of France smells like,” the woman ahead of me says, a small blonde child hanging from each hand. “I wish I had a camera that could capture smells.”

Palm fronds shiver against the enamel sky, magenta bougainvillea splashes a wall.

Through an open door lies a vaulted central room with corridors running away in three directions. Someone has stuck an expensive astronomical telescope casually in a corner. Perhaps the same person who parked the double-suspension white carbon fibre mountain bike on the stairs. Down a corridor, past a door marked “Sniper” I emerge into a courtyard. A Moroccan-style tiled pool shimmers. Gleaming white Funktion One speaker stacks guard the DJ booth. At one end of the lawn women in striped jumpsuits and scarlet lipstick mix Grey Goose cocktails and pour lemonade for the kids careening between emerald grass and turquoise infinity pool.

This is an Ibiza that rarely makes the travel section, much less TV specials. It’s an atavistic yet hypermodern melange of bohemianism and raw capitalism. Psychics, ex-soldiers, acupuncturists and entrepreneurs mingle poolside. Naked children dash past women whose faces fed Harley Street retirement funds. A seal-coloured whippet takes a graceful piss on a gold pouf.

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Nyetimber Classic Cuvee bubbles palely in my glass. The afternoon sun softens by degrees. Strangers strike conversations. If all goes to plan, Daniel will be the 58th person to make a commercial space flight. While he waits, he’ll sell you a seat on the shuttle, or a speedboat he designed. “Get rid of public transport,” he advises. “Only allow Formula One.” His other proposal for cutting carbon emissions? “Buy me this house. I promise to not heat it. That will reduce my footprint.” He sparks a Marlboro Light with an unapologetic grin.

I compliment Victoria on her Omega watch, a gift from her days as an employee. “Omega is owned by Swatch,” she adds. “When you work there, you always have to wear two watches. The higher-end one on your left wrist; Swatch on the right.”

From her I also learn that Calvin Klein employees are contractually required to have straight hair and nude manicures.

Lotta catches this: “I play tennis. I can never get my nails short enough.”

She was poached out of sporty early retirement (sold her restaurant in Chamonix) by Nyetimber CEO Eric Hareema. Because “you can’t ski every day” she now lives in France and is the brand’s European business development manager.

Selling English sparkling wine in the home territories of Cava, Prosecco and Champagne is an ambitious, even ridiculous venture. Yet Nyetimber makes oddly perfect sense in a tableau that calls to mind the Exile on Main Street sessions, minus the heroin. It’s posh, eccentric, rebellious and privileged, like the Stones. Too polished wouldn’t cut it but Nyetimber neatly strikes the note between luxe and louche. As Victoria remarks, there’s no competition when you’re being yourself.

Song: Rolling Stones ‘Loving Cup’

Quote: “Everything itself. / The sea is water. Stones are made of rock. / The sun goes up and goes down. A success / without any enhancement whatsoever.” ~ Jack Gilbert ‘The Other Perfection’

 

Agents – The Numbers Game

Yesterday I hit 75 on my agent hunt. Seventy-five lines on an excel sheet each with name, website, email, and a note of the date and pitch delivered. I may as well have made 75 copies of my novel, stood at the top of a cliff and chucked them ceremoniously into oblivion. This shouldn’t discourage me (most of the time I know my duty is to write well, and the rest be damned) but it does.

When another brusque rejection arrived I burst into tears. Voices babbled in my head: You are never going to publish a novel. If you do, nobody is going to read it. You are a fake, a flake, a lazy greedy over-educated under-producing parasitic loser who should have gotten a real job before it was too late. You are going to die broke and alone. You suck. Et cetera.

This could be true, if I let it. But after bawling for a few minutes, sense started to leach in. All the sages I respect (dead and living) make the same case:

“You have the right to work, but for the work’s sake only. You have no right to the fruits of work” ~Bhagavad Gita
“[Do] not long for anything if it be not given” ~Epictetus
“For us there is only the trying” ~TS Eliot

Some days, trying is a drag, the last thing I want to do. The alternative, though, is to let all the miserable, mean, self-pitying thoughts turn themselves into reality. As long as the spreadsheet is growing, there’s hope.

effort

Treed

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A poem in progress

TREED

Suspended in your limbs the
sky shatters to dancing fractals.
Height makes me dizzy.
Pressed by gravity to your
contours
corpuscles shriek.
My heart screeches
out of control.
Refusing to
fall
I
will
climb
(down).

Wood against flesh.
Taut, anxious;
mute and clumsy; bones
rattle against every
branch on the way. Till I

f
a
l
l

and tangle in your roots.

Bruises rise like
sap. Sunshine
sears the skin your fingers warmed.
Wind dips to kindly whisper:
Let go.