12/5/2012

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ONCE UPON A TIME…

WHO ARE SOME OF THEGREATEST STORYTELLERS?

Twain Poe

Grisham King

Spielberg Lucas

Seinfeld Tina Fey

Steve Jobs

THE ROLE OF A STORY

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STORIES SURROUND US

MUSICAL STORIES

*Boy Named Sue *In the Ghetto

*Cats in the Cradle *Copacabana

*The Devil Went Down to Georgia

*Elenor Rigby *Taxi

W H Y I S S TO RY TELLING U S E D I NT H E M A RK E T ING WO RLD?

A good story has impact

We remember the journey

When you show rather than tell, we are engaged

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Tell me and I'll forget.Show me and I'll remember.

Involve me and I'll understand.- Confucius

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W H E R E D O S T O R I E S F I T I N T O DA Y ’ ST E C H N O C R A Z E D W O R L D

Brain has evolved slower than technology

We look for logic and connection

Stories break through the noise

We connect better through emotion

Stories help us belong – sense of community with others

We all want to belong to something

YOUR BRAND SHOULD TELLYOUR STORY

A brand is the combination of values, promises and

guarantees that frames the relationship between you and your

(prospective) customers.

The most powerful brands of all are those that create a need

in the mind of a consumer that was not there before.

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BRAND STORIES

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BRANDS THAT TELL A STORY

Nike , Volvo, Ivory

Ben and Jerry’s

Toms

Patagonia

The J. Peterman Company

SO WHAT?

What we do is more than personal choice about shoes, food, bank

We create community and need our “brand” to connect to community

Our challenge is :

WE have a lot of PARTS that make up our WHOLE

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YO U R B RA ND S TO RY: T H EB E GI NNING – M I DDLE - E ND

The Beginning:

Who is your audience?

What do they need from you?

T H E M I DDLE : W H O A ND W H A TT E LLS YO U R B RA ND S TO RY ?

Product and Services

Employees

Image

Customers

THE END: TELL ME A STORY

Issue

Enemy/Hero

Emotion

Journey – beginning, middle and end

Connection

Solution

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WHAT’S YOUR STORY?

You should be able to pitch your story in the following ways:

(1) Elevator Pitch

(2) 30-Second Video

(3) 120-Characters in Twitter

(4) One sentence

(5) Website ‘about’ page (2-3 short paragraphs)

(7) LinkedIn profile

(8) Photos that visually communicate who you are

(10) Social Media profile bio’s

ELEVATOR SPEECH

30 seconds to tell me who you are and….

Capture my attention

Tell me what makes you unique

Make me want to ask for more

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As experts in our field, what

do we know that most other

people don’t?

What can we say that would

surprise people?

What’s the solution to the

problem you’re trying to solve?

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TIME TO WRITE YOUR STORY

“There is a story in every one of us,

we just need to put pen to paper”

“Start writing, no matter what.

The water does not flow until the faucet is turned on.”

Louis L’amour

P R E S E N T A T I O N C R E D I T S A N D S O U R C E S

August Turak, Forbes Magazine: 4-15-12

Paul Valerio, Fast Company Co Design: 12-13-11

Paula Brown Rutledge, Ph.D., M.B.A. The Psychological Power of Storytelling, : 1-16-11

Jean Gianfagna, How to create great advertising with storytelling 12-29-11

Park Howell, Sustainable Storyteller

The wacky, crazy, sometimes scary, and always unpredictable mind of the presenter.