the power of story for sales success
TRANSCRIPT
The Power of Story
for Sales Success
Make Your Story Stink!
Meet Your Presenter
Jim Socci, CASPresident Artistic Toy
“Inspiring the use of Plush Toys In Advertising with our Character”
The Character Branding Series
1. The Six Cornerstones of Successful Brands
2. Learn to Speak the Inner Language of Your Clients
3. Incorporate the Power of Story for Sales Success
4. Create Your Own Character in the Market Place
What you will learn in
next 60 minutes
•Why Story’s Important to Branding
•Story Structure
•Hero's Journey
•Applied Example
Why is Story Telling important to Sales?
• Lesson taught in Non-threatening way
• Listening and relating to stories is
hard wired into our DNA as humans.
• Brings listener closer their problem /
your product solution.
• You can help change someone’s
point of view by their own will.
Why is Story Telling important to Business?
• Easy to remember
• Swift Economy
• Maximum amount information smallest
amount of time.
• Fun Re-telling
• Re-told at no charge.
• Your Story is Your Brand!
What’s In Story For Me?
“WISFM”
• Company stories and brands are always
changing and evolving?
• Understanding Company Story helps you
identify their desires and also helps you
align.
• Stories can be told in many different ways
and always improved.
• Help clients select the best communication
tools for their story.
Three Story Telling Tips
• Speak in terms of pictures not words
• Involve as many senses as possible
• Connect listener to conflict quickly
Story Structure
• Structure 1: The Milieu Story
• Structure 2: The Idea Story
• Structure 3: The Character Story
• Structure 4: The Event Story
Story Structure
Structure 1: The Milieu Story
Television / Movies /
Books
Advertisers / Industries
1. Gulliver's Travels 1. Flooring
2. The Wizard of Oz 2. Hotel
3. Star Wars 3. Restaurant
4. Alice in Wonderland 4. Automobile
Story Structure
Structure 2: The Idea Story
Television / Movies /
Books
Advertisers / Industries
1. 2001 A Space Odyssey 1. Insurance
2. Mysteries 2. AFLAC
3. Sherlock Holmes 3. Geico
4. CSI 4. AXA Equitable
Story Structure
Structure 3: The Character Story
Television / Movies /
Books
Advertisers / Industries
Facing the Giants Healthcare
American Idol Education
Charlie Brown Sports / Energy Drinks
The Bachelor Chemo Duck
Story Structure
Structure 4: The Event Story
Television / Movies /
Books
Advertisers / Industries
James Bond Chic-Fil-A
Indiana Jones Hormel
Adventure Viagra
Comedy Cheerio's
Hero’s Journey
• Classic structure seen everywhere
• Basic Components
• Ordinary World
• Inciting Incident
• Call-to-Action
• Conflict/Struggles
• Transformation
• Return with Elixir
Elements of Brand Story
Applied Examples
1. Milieu – Patch BearYouTube Video: https://youtu.be/JY3YV4KIUJo
2. Idea – AXA 800lb Gorilla
3. Character – Chemo DuckYouTube Video - http://youtu.be/DDn8X2pkS98
4. Event – Tiger By The TailYouTube Video https://youtu.be/2PWDhlSIxVk
Translate Story to Sales Success
• Identify with your audience
• Understand their yearnings
• Get in step
In Conclusion1. The Story is the Brand
2. Every good order has Great Story
3. Story Re-Telling and Inspiring People with
story is as natural as your DNA
4. Understanding Story provides you limitless
client opportunity.
