A review of Seth Godin's book All Marketers Are Liars/Tell Stories with a framework for Success Stories

1. Story Telling Based upon the book All Marketers Are Liars/Tell Stories By Seth Godin Bill Barr 0 Copyright © 2010 Handel Barr Learning Inc. All rights reserved.

2. Seth’s Premise “We don’t need what you sell, friend, we buy what we want.” “Stories let us lie to ourselves. And those lies satisfy our desires.” “It’s the story, not the good or service you actually sell, that pleases the customer.” Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 1

3. What Seth Says Great Stories are: True Make a Promise Trusted Subtle Happen Fast 2 Copyright © 2010 Handel Barr Learning Inc. All rights reserved.

4. What Seth Says Great Stories Don’t Appeal to Logic Do Appeal to our Senses Rarely Aimed at Everyone Don’t Contradict Themselves Agree With Our Worldview 3 Copyright © 2010 Handel Barr Learning Inc. All rights reserved.

5. The Marketing Opportunity Find a neglected worldview Frame a story that focuses on it Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 4

6. CMO Worldview Something/One else is King Competition Market Share Social Media Growth Global New Products/Offerings Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 5

7. CMO Worldview Everything is a commodity You have to be outrageous to win Media Advertising is dead You have to embellish to win Sales and Marketing don’t get along Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 6 7 person bike actually works

8. Telling Stories “Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow. You must go to the edges.” Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 7 REMARKABLE!

9. CMOs- Sales and Marketing Don’t Get Along Hurts - Problems, Challenges, Missed Chances Leads Leads are criticized as worthless by sales Not enough leads generated to satisfy sales Sales don’t track Marketing Leads to measure effectiveness Sales uses ineffective techniques to turn leads into prospects Sales won’t give up success stories Sales won’t tell us what the customer wants Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 8

10. Ideal State – Future Vision Marketing and Sales work together to produce meaningful stories for both to use Marketing in lead generation Sales in prospecting Marketing and Sales have a common framework for creating stories that address worldview issues of their prospects A common framework allows both Marketing and Sales to measure results/effectiveness of lead generation activities Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 9

11. Numbers – Measurement/Metrics Lead follow up by sales increases from 25% to 75% Lead conversions to prospects improves from 10% to 40% Lead to customer ratios improve from 2% to 20% New customer acquisition improves from 15% to 25% Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 10

12. Knowledge – Product/Service Offering B2B Learning Games from $ales Candy Training with a fun factor built in Training that is “Sticky” Learning Games provide up to 90% learning retention vs. instructor-led training (25%) or eLearning (25%) or blended ILT and eLearning (50%) Learning Games are more cost effective Less time away from work Lower cost of the training program Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 11

13. Success Story Elements Title – Job/Function Hurt - Problem/Challenge/Missed Chance Ideal State – Future Vision Numbers – Measurement/Metrics Knowledge – Product/Service Offering Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 12 The THINK System

14. You Can Help! Field Testing Underway – be a part of something new Free Learning Event Fun Experience Résumé Bullet Copyright © 2010 Handel Barr Learning Inc. All rights reserved. 13 B2B Sales Games The Sweet Taste of Success! Bill Barr bbarr@salescandy.com