kindra hall: the secret to irresistible marketing
TRANSCRIPT
Storytelling The Secret of Irresistible Marketing
@kindramhall Copyright 2015 Telzall LLC, may not be reproduced in whole or part
Storytelling Why Does
Work So Well?
Sto ry /ˈstôrē/
Goal
To redefine story, what it Is and what it is not.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
@kindramhall
Storytelling Why Does
Work So Well?
Storytelling Why Does
Work So Well?
Create an EmoIonal ConnecIon
ACTION
Stories are
Memorable It’s
Science
Humans are
APracted to
Story
why aren’t you using them?
switch to the story default.
Sto ry /ˈstôrē/
Goal
To redefine story, what it Is and what it is not.
Sto ry /ˈstôrē/
Redefining Storytelling
1. A Story is not a tagline/slogan/mission statement. 2. A Story is not a list of bullet points put in a paragraph. 3. It’s not a history lesson. 4. A Story is not vague, high-level principles or theory.
@kindramhall
Sto ry /ˈstôrē/
Redefining Storytelling
1. A Story happens in a particular moment. 2. There is a beginning, middle, and end. 3. There are characters to care about and something at stake. 4. Something happens! (a decision is made, an event occurs) 5. As a result of that happening…something came to be.
@kindramhall
Sto ry /ˈstôrē/
Redefining Storytelling
The Biggest Storytelling Mistake
@kindramhall
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
FINDING CRAFTING TELLING T h e S t o r y T h e S t o r y T h e S t o r y
FINDING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
NOUNS
FINDING T h e S t o r y
1. Make a List of Firsts. 2. Proudest Moments. 3. Happiest clients/customers. 4. Make a List of Objections. 5. A Time When Someone Said You “Couldn’t.” 6. When Your Why was Born.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
CRAFTING T h e S t o r y FOOLPROOF
S t o r y t e l l i n g S t r a t e g i e s
EXPLOSION NORMAL NEW NORMAL
CRAFTING T h e S t o r y FOOLPROOF
S t o r y t e l l i n g S t r a t e g i e s
Set the scene — people & place. DO Include the emotions.
Include details. DO DO
Be STRATEGIC about those details. DO
Rules of the Normal
CRAFTING T h e S t o r y FOOLPROOF
S t o r y t e l l i n g S t r a t e g i e s
DO DO DO
DON’T
Rules of the New Normal Consider this the progress report.
Use a detail from the Normal.
Offer a directive.
Get sloppy at the end.
TELLING T h e S t o r y
1. Videos. 2. Online: Social Media. Website. Blog. 3. Print material. 4. Presentations. 5. Donor Meetings.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
PLACES to TELL
Storytelling Why Does
Work So Well?
Sto ry /ˈstôrē/
Goal
To redefine story, what it Is and what it is not.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
facebook.com/kindrahallfan
linkedin.com/in/kindrahall
@kindramhall