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Jon DiGregory
Let’s spend some
quality time together
WRITE BIG
LIKE THIS
Sticky Side Down & At The Top!
My brother can do really cool
“wheelies” on his motorcycle!
My brother can do really cool
“wheelies” on his motorcycle!
!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a
high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s
safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really
hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
!
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more
money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom,
who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad.
In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money
in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
!
Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the
front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop
soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was
those very same type of wheelies that attracted Dad’s girlfriend to him.
My brother can do really cool
“wheelies” on his motorcycle!
!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a
high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s
safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really
hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
!
Dad was showing off on his motorcycle in the local pub 

parking lot when Dad’s not yet new girlfriend was walking 

out to put more money in the parking meter. Stunned by 

the ribbing the accelerator and popping up his front tire 

really caught Shellie's eye since Mom, who is scared for 

Jimmy’s safety, says that if he doesn’t stop soon Jimmy 

with ultimately crash his motorcycle and get hurt real, real 

bad. In reality, Mom really hates seeing him do wheelies 

since it was those very same type of wheelies that attracted 

Dad’s girlfriend to him. Dad was showing off on his motor

cycle in the local pub parking lot when Dad’s not yet new 

girlfriend was walking out to put more money in the parking 

meter. Stunned by the ribbing the accelerator and popping 

up his front tire really caught Shellie's eye since.
!
My brother can do really cool
“wheelies” on his motorcycle!
!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a
high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s
safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really
hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
!
Dad was showing off on his motorcycle in the local pub 

parking lot when Dad’s not yet new girlfriend was walking 

out to put more money in the parking meter. Stunned by 

the ribbing the accelerator and popping up his front tire 

really caught Shellie's eye since Mom, who is scared for 

Jimmy’s safety, says that if he doesn’t stop soon Jimmy 

with ultimately crash his motorcycle and get hurt real, real 

bad. In reality, Mom really hates seeing him do wheelies 

since it was those very same type of wheelies that attracted 

Dad’s girlfriend to him. Dad was showing off on his motor

cycle in the local pub parking lot when Dad’s not yet new 

girlfriend was walking out to put more money in the parking 

meter. Stunned by the ribbing the accelerator and popping 

up his front tire really caught Shellie's eye since.
!
Let’s Get Awkward:
Find An Emotional Connection
What is an Emotional Connection?
Heart Data Distribution Personal
What is an Emotional Connection?
Gut Feeling
Facts & Data
ACHIEVING
COMMON
GROUND
Emotional
Connection =
Achieving Common Ground =
Opening the door to
TRUST & BELIEVABILITY!
Lesson one:	

Only trust people who
like big butts…	

!
They cannot lie.
Trust & Believability =
Positive Decision Making Without
FEAR, UNCERTAINTY & DOUBT!
Applying Emotional Connections To Marketing
SIMON SINEK’S: Start With Why
Gut Feeling
Facts & Data
01. Primary
Emotional Connection
02. Secondary
Emotional Connection
WhyisWhyimportant?Cartbeforethehorse
01. Primary
Emotional Connection
02. Secondary
Emotional Connection
Instead… Horsebeforethecart!
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
PLAN PRODUCE PRESENT
PLAN PRODUCE PRESENT
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
PLAN
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
A plan for
attaching video
storytelling 

to your sales 

and marketing
processes...
PLAN
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where is your audience?
Identifying them by the four
stages of your sales cycle
FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
!
The four Personalities of your sales cyclePLAN
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE
The four Personalities of your sales cyclePLAN
PLAN
PLAN
FRAN: Why Story
WHY DO YOU DO
WHAT YOU DO?
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE
The four Personalities of your sales cyclePLAN
DAN: About Us Story
WHAT NEEDS TO BE
SUPER CLEAR?
PLAN
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE
The four Personalities of your sales cyclePLAN
CLAIRE: Client Story
WHAT DO YOU DO BEST?
PLAN
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE
The four Personalities of your sales cyclePLAN
BOB: Best Practices Story
WHAT NEW THINGS ARE
YOU EXCITED ABOUT?
PLAN
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
Where is the ROI?
Without A Story -
$1.49
With A Story
How much is it
worth now?
$??.??
$1.49 > $197.50!
What is the ROI
of your Mother?
Can you describe your
emotional connection?
PLAN
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
No recipe for the
One Hit Wonder
How many views?
✆
PLAN
✆ $
PLAN
✆ $
4 weeks
PLAN
✆ $
4 weeks
✔
18
mn
PLAN
✆ $
4 weeks
✔
18
mn
PLAN
✆ $
4 weeks
✔
18
mn
PLAN
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18
mn
PLAN
✆ $
4 weeks
✔
x
▶ ▶ ▶ ▶
18
mn
PLAN
✆ $
4 weeks
✔
x
▶ ▶ ▶ ▶
18
mn
PLAN
✆ $
4 weeks
✔
4
x
▶ ▶ ▶ ▶
18
mn
PLAN
✆ $
4 weeks
✔
4
x
▶ ▶ ▶ ▶
18
mn
PLAN
Email Clicks WITH
Embedded video
Email Clicks WITHOUT
Embedded video
PLAN
CONGRATULATIONS! You now know there are
over 79 million people dumber than you...
79,405,003
PLAN
PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST
PLAN
How much you got?
Please provide a budget
Think Phone Bill! What
can you spend monthly?
PLAN
PLAN PRODUCE PRESENT
PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE
We actually CAN
handle the truth
Authentic is real… Real = trust and believability
PRODUCE
Authentic
is efficient
“An pleasant
unexpected
surprise”
PRODUCE
PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
Story is the fastest way to
achieve Common Ground
PRODUCE
What makes a Story?
Question Journey Reflection Reward Story
?
What makes a good story?
PRODUCE
PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
F
Client
V
Viewer
Facts
Data
Compliance
Relevant
Believable
Reward
PRODUCE
F
Client
V
Viewer
Facts
Data
Compliance
Relevant
Believable
Reward
PRODUCE
PLAN PRODUCE PRESENT
PRESENT
STORY.BOOK
EXCUSE
NOT ABOUT YOU
PRESENT
STORY.BOOK
EXCUSE
NOT ABOUT YOU
PRESENT
PRESENT
PRESENT
STORY.BOOK
EXCUSE
NOT ABOUT YOU
Getting permission to interrupt!
!
{SALES
VIDEOS
!
{MARKETING
VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet Trigger
ONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
AUDIENCE
SHIFT
Getting
permission
to interrupt!
!
{SALES
VIDEOS
!
{MARKETING
VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet Trigger
ONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
!
{THE ADS
!
{THE ARTICLES
FOUND
TOUCH
DIGEST CONFIRM B
RE
Meet Fran
Meet Trigger
O
Meet Dan Meet Claire M
CURIOUS
≈I LIKE IT
$I’M BUYING
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
PRESENT
Everyone Has A
Blurry Space
PRESENT
STORY.BOOK
EXCUSE
NOT ABOUT YOU
Who gets your permission to keep interrupting?
To work... it can’t be about you. So get over it!
PRESENT
!
ROADMAP WORKSHOP
Basic Story.Book Framework
!
WITH CHIP MCLEAN
Cantaloupe TV - Indy Event on 4/17/14

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