Story Selling Story Telling Selling: the Why and How

• Marketing’s license• A critical distinction• Tightening in: A useful framework

WE BELIEVE BRANDS THAT LEAD CULTURE ARE MORE SUCCESSFUL

THAN BRANDS THAT FOLLOW CULTURE.

WE EXIST TO HELP AMBITIOUS BRANDS THRIVE IN CONTEMPORARY CULTURE

WE ARE 150+ CREATIVE ENTREPRENEURS ACTIVELY ENGAGED IN THE CULTURE

IN WHICH WE WORKCLIENT MANAGER • BRAND STRATEGIST • CREATIVE DIRECTOR

VIRAL VIDEO STAR • PLAYWRIGHT • THAI KICKBOXERSTREET PHOTOGRAPHER • SPACE ENTHUSIAST • COSTUME DESIGNER

GLASS BLOWER • FASHIONISTA • ART CURATOR • BLOGGERTRAPEZE ARTIST • BEAT-MAKER • EVENT PROMOTER • MAKE-UP ARTIST

Major: Strategist Minor: Emcee

Major: Analyst Minor: Fashion Critic

Major: Coordinator Minor: Music Production

Major: Account Supervisor Minor: Interior Designer

4  

Watch here

Watch here

Watch here

HISTORICALLY, WE’VE HELPED THOSE WHO SEEK TO RECLAIM A ONCE-VITAL

CONNECTION TO CULTURE.

EVERMORE, WE’RE HELPING THOSE WHO SEEK TO ESTABLISH THAT CONNECTION.

IRRESPECTIVE, OUR STARTING POINT IS THE SAME.

“What’s your story?”

THIS IS GRAMMAR.Audio here (19:25-21:08)

Watch here

THIS IS GUTS.

STORY SELLING

GUTSGRAMMAR

STORY TELLING

STORY SELLING IF GRAMMAR WAS SUFFICIENT TO PERSUADE, WE WOULDN’T HAVE A GLOBAL WARMING PROBLEM.

GRAMMAR

STORY SELLING A WELL-TOLD STORY DRIVES ATTENTION.

A WELL-SOLD STORY DRIVES ACTION.

STORY SELLING

GUTS

Emotional Chord Cultural Tension Dissonance

Emotional Chord

INVOKE HOPE TO DRIVE JOYFUL ECHOES

INVOKE DISGUST TO DRIVE OUTRAGED WHISPERS

INVOKE PANIC TO DRIVE HAUNTING RECALL

Cultural Tension

RUN AT A BIG PROBLEM

PAINT TOWARDS THE CORNER

FIND THE “RIGHT SIDE OF HISTORY”

Dissonance

TEXT IS CONSUMED; PICTURES, PONDERED

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CAST STRANGE BEDFELLOWS

“You can’t believe everything you read on

the internet.”

JOKES ARE ESSENTIALLY MISDIRECTS

STORY SELLING

GUTS

Emotional Chord Cultural Tension Dissonance

STORY SELLING

GUTS

Emotional Chord Cultural Tension Dissonance

GRAMMAR

STORY SELLING

“What’s your story?”

Question? Bring it.

chaucer.barnes (everywhere else)

@chocchauce