THE POWER OF A POWERFUL NARRATIVE.

WITH HILLARY, DONALD AND BERNIE.

Deb Lavoy@deb_lavoy

deb@narrativebuilders.com

A narrative is a system of beliefs that effect how you interpret the meaning of things.

AS MARKETERS WE BUILD NARRATIVESAND THENWE ASK PEOPLE TO ADOPT THEM AS THEIR OWN

GREAT BRANDS DO THIS

STORY VS NARRATIVE

NARRATIVE

STORY

A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.

AND TRANSFORM YOUR MARKET (AND YOUR BOTTOM LINE).

AS MARKETERS WE BUILD NARRATIVESAND THENWE ASK PEOPLE TO ADOPT THEM AS THEIR OWN

… people's active resistance …. doesn't mean that those efforts aren't working. Belief change is a war of attrition, not a search for the knock-down argument ...

Dr. Art Markman - UT College of Liberal Arts:

NARRATIVE MARKETINGBUSINESS: A CONTINUOUS AND COHESIVE PROGRAM OF BELIEF BUILDING

SO WHO WANTS TO GO CONVINCE THE EXECUTIVE TEAM TO INVEST IN NARRATIVE?

Goal – a focused, directed, actionable discussion about a tangible, valuable thing.

We make it measurable.

FIVE CRITERIA ONE: PRESENTATION TWO: CLARITY THREE: RESONANCEFOUR: SHARE-ABILITYFIVE: ORGANIZATION

Presentation 0-2 Clarity 0-2 Resonance 0-2

Is the narrative clearly presented on the website or other public facing place?  

Is it easy to understand?

 

Does it evoke an emotional response in the viewer (emotional resonance)?

 

Is it easy to find and follow?  

Does it cover key points or are there significant gaps?

 

Does it “make sense” to people (intellectual resonance)?

 

Is it interesting?  

Does it flow naturally from one level of detail to the next?

 

Can it be applied to many situations and people?

 It is connected to other assets that further develop the themes?  

Does it flow from one topic to the next?  

Does it offer supporting information and proof points that lend credibility?  

Subtotal   Subtotal   Subtotal  

Shareability 0-2 Organization 0-2

Is it memorable?  Is it documented and accessible?  

Could most people explain it to someone else?   Do people refer to it?  Are you encouraging people to share it?  

Is there process for maintaining it?  

Do you use digital tools to make sharing convenient?   Is there ownership?  

Subtotal   Subtotal  

NARRATIVE STRENGTH SCORECARD

WHAT DOCANDIDATES WANT? donations

votesvolunteersenthusiasts

converts

WHAT DOCITIZENS WANT?

confirmationinformationparticipationammunition

1. Websites are small parts of candidate narratives.

2. We’re only going to look at two pages – home and issues.

CAVEATS

So let’s measure the narrative strength of HillaryClinton.comNote, we aren’t evaluating the merits, just the strength of the narrative.

Presentation 0-2 Clarity 0-2 Resonance 0-2

Is the narrative clearly presented somewhere easy to find?  0

Is it easy to understand?

 0

Does it evoke an emotional response in the viewer (emotional resonance)?

 0

Is it easy to find and follow?  0

Does it cover key points or are there significant gaps?  2

Does it “make sense” to people (intellectual resonance)?

 0

Is it interesting?  0

Does it flow naturally from one level of detail to the next?

 0

Can it be applied to many situations and people?

 1

It is connected to other assets that further develop the themes?  1

Does it flow from one topic to the next?  0

Does it offer supporting information and proof points that lend credibility?  0

Subtotal  1 Subtotal  2 Subtotal1

Shareability 0-2 Organization 0-2

Is it memorable?  0Is it documented and accessible?  

Could most people explain it to someone else?  0 Do people refer to it?  Are you encouraging people to share it?  1

Is there process for maintaining it?  

Do you use digital tools to make sharing convenient?  1 Is there ownership?  

Subtotal  2 Subtotal ----

NARRATIVE STRENGTH SCORECARD

8/32.

Is this a powerful narrative?

This score card is a roadmap for making it better

Measuring DonaldJTrump.com

Note, we aren’t evaluating the merits, just the strength of the narrative.

Presentation 0-2 Clarity 0-2 Resonance 0-2

Is the narrative clearly presented somewhere easy to find?  2

Is it easy to understand?

 1

Does it evoke an emotional response in the viewer (emotional resonance)?

 2

Is it easy to find and follow?  1

Does it cover key points or are there significant gaps?  0

Does it “make sense” to people (intellectual resonance)?

 1

Is it interesting?  1

Does it flow naturally from one level of detail to the next?

 1

Can it be applied to many situations and people?

 0

It is connected to other assets that further develop the themes?  0

Does it flow from one topic to the next?  1

Does it offer supporting information and proof points that lend credibility?  0

Subtotal  4 Subtotal  3 Subtotal3

Shareability 0-2 Organization 0-2

Is it memorable?  2Is it documented and accessible?  

Could most people explain it to someone else?  1 Do people refer to it?  Are you encouraging people to share it?  0

Is there process for maintaining it?  

Do you use digital tools to make sharing convenient?  0 Is there ownership?  

Subtotal  3 Subtotal ----

NARRATIVE STRENGTH SCORECARD

SCORE – 13/32

The rest of the form gets specific…

Presentation 0-2 Clarity 0-2 Resonance 0-2

Is the narrative clearly presented somewhere easy to find?  1

Is it easy to understand?

 2

Does it evoke an emotional response in the viewer (emotional resonance)?

 2

Is it easy to find and follow?  2

Does it cover key points or are there significant gaps?  2

Does it “make sense” to people (intellectual resonance)?

 2

Is it interesting?  2

Does it flow naturally from one level of detail to the next?

 2

Can it be applied to many situations and people?

 1

It is connected to other assets that further develop the themes?  1

Does it flow from one topic to the next?  1

Does it offer supporting information and proof points that lend credibility?  2

Subtotal  6 Subtotal  7 Subtotal7

Shareability 0-2 Organization 0-2

Is it memorable?  2Is it documented and accessible?  

Could most people explain it to someone else?  2 Do people refer to it?  Are you encouraging people to share it?  2

Is there process for maintaining it?  

Do you use digital tools to make sharing convenient?  2 Is there ownership?  

Subtotal  8 Subtotal ----

NARRATIVE STRENGTH SCORECARD

SCORE – 28/32

SO WHAT?

NARRATIVE STRENGTH IS MARKET IMPACT

You can do something about it.

1. Measure your narrative strength.

Get a more aligned and productive about how to go forward.

2. Build your narrative.

This is a process that requires a clear framework, and real commitment of time, intellect and emotion.

3. Make it the center of your universe.

- Attach strategy to narrative

- Attach product to narrative.

- Attach people to narrative- Attach every bit of content

and digital to narrative.

NARRATIVES ARE REAL.YOU CAN MEASURE THEM AND MAKE THEM POWERFUL.

Deb Lavoy@deb_lavoy

deb@narrativebuilders.com

PRESENTATIONHow well is the narrative is presented? Is it engrossing?Can I find it and follow it?Do I want to?

ONE

How easy is it to understand? This can be the key issue in complex or technical narratives.

CLARITYTWO

Does it make me feel something? Does “it make sense”?Is there supporting evidence?

RESONANCETHREE

If I see it, and I get it, can I explain it to someone else?

Do you encourage me to do that? Does your website have nice little sharing buttons?

SHAREABILITYFOUR

This measures how well your organization is managing its narrative internally.

ORGANIZATIONFIVE