Limited Time Offer - Now Just $295
Master the art of
highly effective data storytelling
This course is my proven, step-by-step system for learning how to become a world-class data storyteller.
Master the art of
highly effective data storytelling
learning how to become a world-class data storyteller.
What’s the difference between "Good" and "Exceptional" data storytelling?
What’s the difference between "Good" and "Exceptional"
data storytelling?
If you had to compare two brand stories, side by side, would you be able to tell the difference
between a "good" brand story and an "exceptional" brand story?
Or would you have to think twice about it?
You see, it can be difficult if you’re not familiar with the elements of an effective story.
A well-written, data-driven story uses relevant insights that resonate with the target prospect. So much so they feel it was written for them.
It motivates the reader to take action on what they've read without the need to be “sold” to.
I like to simplify this point by putting it into an equation:
Analytics + Storytelling = Influence.
The problem is it's complicated to execute.
Merging insightful data and numbers into a compelling narrative is not easy.
Most people struggle to do both.
Which is why I’ve created the tools to weave these two polar opposite elements together.
Yes, I've documented the entire process in systematic detail.
It's called Using Data Smarter..
Inside you'll discover everything you need to know to master data storytelling and in time, become a master data storyteller yourself.
Here are some of the organisations I’ve helped to master data storytelling.
The Using Data Smarter course will transform you into a Master Data Storyteller
Most of the copywriting and storytelling training available teaches the same old, tired principles.
How many times have you heard “Be aware of your audience?" Or something like, "Use visuals to present and clarify your message?"
Probably too many if you’re familiar with the
industry. This sort of advice is far too general. It won’t help you to weave an interesting story with useful insights.
How would I know?
Well, over the last 30 years, I've developed a specific set of steps, perfecting the art of data-driven storytelling.
I understand what works.
So what are you supposed to do to start crafting authentic and powerful stories that are rooted in data?
The answer is to complete the Using Data Smarter course.
It’s the only data storytelling course that provides a step-by-step blueprint to data storytelling mastery,
so you can take your data storytelling skills to the next level and beyond, while driving growth in your organization at the same time.
The Using Data Smarter course will transform you into a Master Data Storyteller
Most of the copywriting and storytelling training available teaches the same old, tired principles.
and clarify your message?"
Probably too many if you’re familiar with the
industry. This sort of advice is far too general. It
won’t help you to weave an interesting story with
useful insights.
How would I know?
Well, over the last 30 years, I've developed a specific
set of steps, perfecting the art of data-driven storytelling.
I understand what works.
So what are you supposed to do to start crafting authentic and powerful stories that are rooted in data?
It’s the only data storytelling course that provides a
step-by-step blueprint to data storytelling mastery,
so you can take your data storytelling skills to the
next level and beyond, while driving growth in your organisation at the same time.
Who is the Using Data Smarter course for?
Marketing
Agencies
who want to craft powerful stories that convert.
Want to unlock the most relevant insights, and turn them into powerful stories? Crafting effective stories that convert will impress your clients. It will
also result in reducing your client churn rate as well.
Corporations &
Professional Services
who want to drive rapid growth in their organisation.
Effective data storytelling is one of the best ways to boost your bottom line. If you’re looking to drive growth your message-to-market match must be optimised.
A well-crafted, data-driven story is essential.
Market
Researchers
who want to understand their target audiences better.
Practical market research focuses
on understanding what drives behavior. Once you understand how to approach data storytelling, you won’t just end up with data points. Instead, you will unlock powerful insights that provide true meaning.
What you'll learn inside the Using DataSmarter course
My six-step process for asking smarter questions will help you unearth the data that you need to understand your market better. It's based on extensive desk research and field interviews with a wide variety of different professionals. These experts are at the top of their game. Their success is predicated on their ability to ask smarter questions.
A comprehensive showcase of how to deploy my STEP Prism of Insight™, a framework designed to get you the Eureka moment you’re looking for. Reliably and predictably, the STEP Prism enables you to articulate genuine insights. Use this method as a formal structure to stimulate insightful thinking.
A detailed explanation of my Six Golden Rules Of Data Storytelling. Learn how to craft the perfect story that motivates your target audience to take action. Once you’ve unlocked data-driven insights, you then need to be able to weave them into a compelling narrative.
A unique pen portrait exercise to help you identify what makes your audience tick. The better you know your audience, the more appropriate the content you create for them will be. This exercise provides a quick and easy solution.
Two proprietary templates to help you avoid the dreaded “Curse Of Knowledge”. If you’re an expert on a topic you’ll no longer have difficulty explaining it to a novice.
Leverage my time-saving checklist to easily find and use the relevant data you need.
Discover the most important questions for taking a brief from any type of client with the world’s best briefing template.
The 15 smartest questions in the world, based on my extensive research. Never get stuck again when with a client or prospect that you need to learn about.
A simple but powerful template for writing insights. This is the perfect framework for quickly and easily capturing breakthrough creative ideas.
The two, three-part templates that Greek philosopher Aristotle created for storytelling. These are just as relevant today as they were for poets in fourth-century BCE Athens.
14 innovative ways to use numbers to boost the impact of your data storytelling. By applying these principles you’ll be able to make your stories much more memorable.
The three core pillars of the
Using Data Smarter
Asking Smarter
Questions
We can make more meaningful connections between data points by asking smarter questions. End result is organisations become less confrontational, more collaborative, and more productive.
Sourcing Genuine
Insights
At the heart of sourcing genuine insights is a dynamic model of insightful thinking. I call it the STEP Prism of Insight. The 4-step model is designed to solve creative thinking problems.
Becoming a Data Storyteller
Analytics + Storytelling = Influence.
There are some simple and effective rules of data-driven storytelling
that help create more compelling, evidence-based stories. This course shows you how.
Hi, I'm Sam Knowles.
I've been helping organisations to tell better stories with data for 30 years.
This includes national and global businesses, governments, and third-sector organisations.
I’m not afraid to get my hands dirty with data. But I also know how to spot the forest from the trees. Because I use data as the foundation of powerful, purposeful, and persuasive storytelling.
Narrative by Numbers
Asking Smarter Questions
How To Be Insightful
And now I’m sharing my understanding of human motivation, behaviour, and how to tell stories with data. It's all included in the Using Data Smarter course.
My goal for you? To help you become a Master Data Storyteller in three months or less.
Hundreds of businesses trust my data storytelling methodology to perfect their -
and their clients’ - messaging
– Media Analyst, Sky TV
– Director, Thinkbox TV
– Senior Director, Ipsos
(market research)
– Director, Chameleon PR
– Senior Consultant, Ebiquity (analytics)
– Planner, Fremantle
Media (TV)
Hundreds of businesses trust my data storytelling methodology to perfect theirs - and their clients’ - messaging
– Media Analyst, Sky TV
– Director, Thinkbox TV
– Senior Director, Ipsos
(market research)
– Director, Chameleon PR
– Senior Consultant, Ebiquity (analytics)
– Planner, Fremantle
Media (TV)
Want to plug into my step-by-step system so you can craft compelling stories that get people to act?
Get instant access to the Using Data Smarter course today.
Who this course is for
Action-takers who are keen to master data storytelling and improve results for their organisation.
Those struggling to write compelling stories that persuade their target audience to act.
Those not afraid to step out of their comfort zone. They are ready to follow a proven process to master data storytelling.
Those who already know the basics of data storytelling, but realise they can do better. They can see the benefit in following a proven process to take their skills to the next level.
Who this course is not for
Those with no interest in data storytelling or who are only dabbling in the topic.
Those who are already accomplished or world-class data storytellers. They feel they don’t need to improve.
Those with a habit of making excuses instead of taking responsibility. Every time they fail, it’s never their fault. Psychologists call this the Fundamental Attribution Error. I like to call it the Jose Mourinho effect.
What’s included in the Using Data Smarter course?
All of this for just
$295 / User
Prices are subject to VAT for purchases made within the UK.
Proven Frameworks
No more fragmented learning from 1,000 different places. Everything you need to succeed with data storytelling is right here.
Step-by-step Sstem
The course is based on three comprehensive modules. Each module follows on from the previous module to form a proven process from start to finish.
Proven Results
I've trained hundreds of professionals using this framework, I know it works. If you complete the work and give it 100% effort, it will work for you, too.
A comprehensive, step-by-step data storytelling process that produces world-class results.
Here's everything you'll get access to
Module 1
Asking Smarter Questions
Discover the powerful framework designed to make every question count.
You need to ask questions in the right way. So your organisation can become more collaborative, more productive, and less confrontational. This is especially important for remote and hybrid teams. Tone and meaning can easily get lost.
Deepdive into “Why Smarter Questions”?
The 6 Universal Principles Of Asking Smarter Questions
Special resource 1 => “The 15 Smartest Questions In The World”
Special resource 2 => "The World's Best Briefing Template”
Module 2
Sourcing Genuine Insights
Apply a simple and structured framework to solve challenging insight problems. I’ll show you how to do this from start to finish with a simple process.
A detailed explanation of what an insight is, and how to
find themDiscover nuggets of data-driven, evidence-based certainty with my STEP Prism of Insight model
Special template for writing insights. This is a useful framework for capturing breakthrough creative ideas
Module 3
Becoming a Data Storyteller
There are simple and effective rules of data-driven storytelling. They will help you to tell more compelling, evidence-based stories. This module shows you exactly how.
The power of story and storytelling explained
Navigating the challenges of storytelling in a data-heavy world
The 6 Golden Rules Of Data Storytelling
Here's everything you'll get access to when you sign up for the Using Data Smarter course
Module 1
Asking Smarter Questions
Discover the powerful framework designed to make every question count.
You need to ask questions in the right way. So your organisation can become more collaborative, more productive, and less confrontational. This is especially important for remote and hybrid teams. Tone and meaning can easily get lost.
Deepdive into “Why Smarter Questions”?
The 6 Universal Principles Of Asking Smarter Questions
Special resource 1 => “The 15 Smartest Questions In The World”
Special resource 2 => "The World's Best Briefing Template”
Module 2
Sourcing Genuine Insights
Apply a simple and structured framework to solve challenging insight problems. I’ll show you how to do this from start to finish with a simple process.
A detailed explanation of what an insight is, and how to
find themDiscover nuggets of data-driven, evidence-based certainty with my STEP Prism of Insight model
Special template for writing insights. This is a useful framework for capturing breakthrough creative ideas
Module 3
Becoming a Data Storyteller
The power of story and storytelling explained
Navigating the challenges of storytelling in a data-heavy world
The 6 Golden Rules Of Data Storytelling
EXCLUSIVE FRAMEWORKS
The Universal Principles of Asking
Smarter Questions
Learn from the best of the best the subtle art of asking the right questions.
Based on extensive desk research and field interviews with various experts. This includes Nobel Prize-winning scientists, lawyers, market researchers, coaches, conflict mediators, star salespeople, a Zen Buddhist sensei, FBI hostage negotiators, police detectives, doctors, and journalists.
Discover the six universal principles that make every question count
How to make meaningful connections between data points by asking smarter questions
EXCLUSIVE FRAMEWORKS
The Universal Principles of Asking
Smarter Questions
Based on extensive desk research and field interviews with various experts. This includes Nobel Prize-winning scientists, lawyers, market researchers, coaches, conflict mediators, star salespeople, a Zen Buddhist sensei, FBI hostage negotiators, police detectives, doctors, and journalists.
Discover the six universal principles that make every question count
How to make meaningful connections between data points by asking smarter questions
The World’s Best Briefing Template
The World’s Best Briefing Template
Discover the most important questions for taking a brief from any type of client.
Get access to the ultimate ‘framework for planning”. It originated from one of the founding fathers of strategic planning in advertising. It’s not just a briefing for advertising though. You can use this for any project between two businesses.
Uncover the five simple questions for taking a brief from any type of client
Includes the follow-up questions for each of the five principal buckets. This tool leaves no stone unturned if taking or giving a brief
The World’s Best Briefing Template
The World’s Best Briefing Template
Discover the most important questions for taking a brief from any type of client.
Get access to the ultimate ‘framework for planning”. It originated from one of the founding fathers of strategic planning in advertising. It’s not just a briefing for advertising though. You can use this for any project between two businesses.
Uncover the five simple questions for taking a brief from any type of client
Includes the follow-up questions for each of the five principal buckets. This tool leaves no stone unturned if taking or giving a brief
The 15 Smartest Questions
In The World
Never run out of ideas to ask meaningful questions
in a meeting again.
Extensive research identified these 15 questions as
perhaps the smartest in the world. They aren’t all
necessarily relevant for your next call or meeting or
casual encounter. But taken together, they’re a
impressive bunch.
Never run out of ideas to ask
meaningful questions in a meeting again.
Extensive research identified these 15 questions as perhaps the smartest in the world. They aren’t all necessarily relevant for your next call or meeting or casual encounter. But taken together, they’re a impressive bunch.
Includes a breakdown of each question and an explanation of why it’s important
The questions will help provide the perfect starting point for your next meeting
Create Powerful New Ideas Using
The STEP Prism of Insight™
Create Powerful New Ideas
Using The STEP Prism of Insight™
Unlock meaningful understanding of insights by discovering the why behind the what.
Insights don’t happen accidentally, automatically, or on demand. They’re not answers to logical, analytical questions. Insights are creativity in action. Use this four-step framework to quickly and easily stimulate insightful thinking.
Gain immediate comprehension in what is often called a Eureka moment
Force your subconscious to get creative, by combining what you already know in new and productive permutations
A Powerful Template For Writing Insights
A simple framework that organizations find helpful for capturing breakthrough creative ideas.
Take advantage of the “glue” that brings knowledge together to turn data into insights.
Simply fill in three blank sections in a template to create the perfect statement
Includes examples from Dove soap and Procter & Gamble’s sanitary protection brand, Always. These examples will help provide inspiration to create your own
Greek Philosopher Aristotle’s Ancient Wisdom For Modern Data Storytelling
Greek Philosopher Aristotle’s Ancient Wisdom For Modern Data Storytelling
Discover these two straightforward three-part templates for storytelling. These are just as relevant for data storytellers today as they were in the fourth century BCE.
This framework is a comprehensive look at the key elements needed for conversion. So you can easily double-check your cold and warm emails, sales pages, and landers.
The three-act story structure that you can use for a foundation as a data storyteller. If any of these elements are violated a story can be considered to be incomplete
The other three-part prescription of the essential elements of a story well told. (Hint, these three forms of entertainment were popular in Aristotle’s adopted city)
Get To Know Your Audience With This Powerful Pen Portrait Exercise
Get crystal clear on exactly who you are targeting and what their pain points are. Then use these pain points to base your content around.
Spend 20-30 minutes creating a Pen Portrait of your audience using this exercise. So when it comes to crafting your data-driven story you will be able to refer to it. Having this audience ever-present as a Pen Portrait sharpens your empathetic skills.
Follow the simple two-step process to clearly define your audience
Includes an example to help you complete the exercise
Two proven templates you can plug
Straight into for data storytelling
Never stare at a blank piece of paper again when crafting stories.
Use these proven templates to simplify the process of data storytelling. These frameworks will help you to create your stories much faster.
Simply fill in the blanks of these templates to build out your compelling story. It's a simple process done piece by piece using logic
Examples provided from Apple and Pixar. These examples give context and structure on how to approach your story
Where To Find Data For Your Storytelling
Use this handy resource to instantly get ideas of where to look for relevant, insightful data.
There are many different sources of data available for data storytelling. This page summarises the best options for you to choose from.
Discover the best data sources that your organisation generates itself. And also find other information that others compile about your organisation or market. I provide you with the best of both worlds
Includes a bonus section outlining important information about false positives
14 Ways To Use Numbers With More Impact In Your Data Storytelling
14 Ways To Use Numbers With More Impact In Your Data Storytelling
Get more out of your data storytelling by making the best possible use of numbers.
The importance of numbers is often underrated. But when used correctly they do make a difference. Use these special tips to strengthen the impact of your stories.
Discover how the pros use numbers for best results with their stories
Learn how to use analogies, intrigue, ranking numbers, and other tricks to use numbers like a pro
What can you expect after completing the Using Data Smarter course?
You'll gain the skills to become a world-class data storyteller. Of course this assumes you complete the modules and do the work.
It doesn't matter if you are average at data storytelling right now. The important thing is you have to desire to master it. And take massive action.
You'll have all the proven frameworks, tools, and strategies you need.
The rest is up to you.
Here's my promise to you if you choose to invest in the Using Data Smarter course.
"You will know how to create an effective data-driven story."
But I'd like to go beyond that, because it's also my guarantee.
If after completing the first two modules of the course, you decide it’s not for you, I'll refund your investment. That is provided you haven't watched module three. 100% refund, no questions asked!
Still have questions?
we have provided to some of our clients:
How long will the course take to complete?
The course is self-paced so that you can move through the material at your own speed. On average, we estimate that it will take about 8 hours to complete the course and recommend that you work through each module and then implement what you’ve learnt, before moving on.
What kind of materials are included in the course?
The course includes a variety of instructional materials, such as videos and templates, to help you practice and apply what you have learned.
Is there suppot if I need help?
Yes, the course includes a discussion forum where you can ask questions and get feedback from the instructor and other students. These calls are available to all students and hosted weekly on a Friday.
Can I access the course materials after I finish the course?
Yes, you will have access to the course materials for life. This gives you the opportunity to review the material and continue to learn and grow your skills.
Is there a money-back guarantee?
Yes, we offer a 14-day money-back guarantee for our courses. If you are not satisfied with the course for any reason, you can request a full refund within 14 days of purchase.
How do I enrol on the course?
To enrol in the Using Data Smarter course, simply click the button on this page and follow the instructions to complete the enrolment process. You can pay for the course using a credit card or debit card. Once you have completed the enrolment process, you will have immediate access to the course materials.
I would like my team members to do the course too. Can I enrol more than one person on the course?
Of course, you can. This course is perfect as a CPD option or a follow up after Sam’s workshops. If you need to purchase the course for more than one person in the company or team, email us at [email protected] so we can create a custom package for you and provide you with individual login details.
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