cantaloupe tv - indy event on 4/17/14
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TRANSCRIPT
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Jon DiGregory Let’s spend some quality time together
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WRITE BIG LIKE THIS
Sticky Side Down & At The Top!
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My brother can do really cool “wheelies” on his motorcycle!
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My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more
money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
! Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the
front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
![Page 6: Cantaloupe TV - Indy Event on 4/17/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/54c467a14a7959dc4c8b4607/html5/thumbnails/6.jpg)
My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
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My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
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Let’s Get Awkward: Find An Emotional Connection
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What is an Emotional Connection?
Heart Data Distribution Personal
What is an Emotional Connection?
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Gut Feeling
Facts & Data
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ACHIEVING COMMON GROUND
Emotional Connection =
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Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!
Lesson one: Only trust people who like big butts… !
They cannot lie.
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Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
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Applying Emotional Connections To Marketing SIMON SINEK’S: Start With Why
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Gut Feeling
Facts & Data
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01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
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01. Primary Emotional Connection
02. Secondary Emotional Connection
Instead… Horse before the cart!
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WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”
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PLAN PRODUCE PRESENT
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PLAN PRODUCE PRESENT
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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A plan for attaching video storytelling to your sales and marketing processes...
PLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where is your audience? Identifying them by the four stages of your sales cycle
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FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE!
The four Personalities of your sales cycle PLAN
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DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
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PLAN
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PLAN
FRAN: Why Story WHY DO YOU DO WHAT YOU DO?
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DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
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DAN: About Us Story WHAT NEEDS TO BE
SUPER CLEAR?
PLAN
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DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
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CLAIRE: Client Story WHAT DO YOU DO BEST?
PLAN
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DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
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BOB: Best Practices Story WHAT NEW THINGS ARE YOU EXCITED ABOUT?
PLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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Where is the ROI? Without A Story - $1.49
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With A Story How much is it worth now?
$??.??
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$1.49 > $197.50!
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What is the ROI of your Mother?
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Can you describe your emotional connection?
PLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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No recipe for the One Hit Wonder
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How many views?
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✆
PLAN
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✆ $
PLAN
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✆ $
4 weeks
PLAN
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✆ $
4 weeks
✔
18 mn
PLAN
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✆ $
4 weeks
✔
18 mn
PLAN
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✆ $
4 weeks
✔
18 mn
PLAN
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✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18 mn
PLAN
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✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
PLAN
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✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
PLAN
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✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
PLAN
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✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
PLAN
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Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
PLAN
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CONGRATULATIONS! You now know there are over 79 million people dumber than you...
79,405,003
PLAN
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PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
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PLAN
How much you got? Please provide a budget
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Think Phone Bill! What can you spend monthly?
PLAN
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PLAN PRODUCE PRESENT
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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PRODUCE
We actually CAN handle the truth
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Authentic is real… Real = trust and believability
PRODUCE
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Authentic is efficient “An pleasant unexpected surprise”
PRODUCE
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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Story is the fastest way to achieve Common Ground
PRODUCE
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What makes a Story?
Question Journey Reflection Reward Story
?
What makes a good story?
PRODUCE
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PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
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F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
PRODUCE
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F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
PRODUCE
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PLAN PRODUCE PRESENT
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PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
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PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
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PRESENT
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PRESENT
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PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
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Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
AUDIENCE SHIFT
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Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
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!{THE ADS
!{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
BELIEVE
REINFORCE
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
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PRESENT
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Everyone Has A Blurry Space
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PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
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Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
PRESENT
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!
ROADMAP WORKSHOP Basic Story.Book Framework !
WITH CHIP MCLEAN
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