SearchLove London 2016 | Bas van den Beld | The Secrets of Storytelling

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“Storytelling” is hot. It’s useful and fun. Yet most marketers fail to make the most out of it. Storytelling is more than just talking about your businesses. It is content marketing combined with psychology. Bas van den Beld will take you on a surprising trip through storytelling land. With great examples of stories combined with neuromarketing, Bas will show you the hidden secrets of storytelling.

Marketing

@basvandenbeld
Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
The secrets of storytelling
@basvandenbeld
Speaking, Consulting,  
Publishing, Training
Searchlove, 2016

I can’t choose between the different
backpacks

@basvandenbeld
We want to convince people our
product is best

@basvandenbeld
We heard storytelling will do the job

@basvandenbeld
We don’t really understand how
storytelling works

@basvandenbeld
What can the right storytelling do?

@basvandenbeld @stateofdigitalBas van den Beld – 2016
17
The subconscious mind determines
what goes into the conscious mind

@basvandenbeld
Stories can change people’s minds

@basvandenbeld
A spoon full of story helps the data go
down

@basvandenbeld
The right story builds trust

6 stories that help you create
the perfect story

@basvandenbeld
Story takeaways
★ You want to build trust
★ People warm to you very quickly if you open your eyes,
ears, and heart to their culture
★ Look beyond the obvious and pay
attention to details
★ Their past determines how they receive and picture your
story
★ The more personal, the better

@basvandenbeld
Story 2: Filling in the gaps

@basvandenbeld
Story takeaways
★ People fill in the gaps
★ We all listen to stories in a different way
★ Let your audience be a fly on the
wall

@basvandenbeld
Story takeaways
★ People have different perspectives
★ Even though you are the expert, it doesn’t mean you are
right
★ Metaphors help make a story
clearer
★ Context means everything

@basvandenbeld
Story 4: The hero and the villain

@basvandenbeld
A hero can have many shapes

@basvandenbeld
Story takeaways
★ A story needs a hero

@basvandenbeld
You are not the hero, you are Yoda

@basvandenbeld
Story takeaways
★ A story needs a hero
★ Make people recognise themselves
★ Find a common enemy

@basvandenbeld
Story takeaways
★ Everyone has a story to tell
★ People don’t care about how until they understand why
★ Build suspense

@basvandenbeld
Story 6: It doesn’t have to be (about) you

@basvandenbeld
Story takeaways
★ Let others tell your story
★ Delivery is important
★ Bring emotion to the story

@basvandenbeldhttp://answerthepublic.com/

@basvandenbeld
Create a story that fits your audience

@basvandenbeld
I tweet, share, and write about this stuff.  
Get regular updates by subscribing here: http://std.al/joinstod
Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beld 
www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital  
@basvandenbeld
Bas teaches public speaking: http://std.al/speakbas

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