1. 12/5/2012
ONCE UPON A TIME…
WHO ARE SOME OF THE
G R E A T E S T S T O RY T E L L E R S ?
Twain Poe
Grisham King
Spielberg Lucas
Seinfeld Tina Fey
Steve Jobs
THE ROLE OF A STORY
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2. 12/5/2012
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 T O RY T E L L I N G U S E D I N
THE MARKETING WORLD?
A good story has impact
We remember the journey
When you show rather than tell, we are engaged
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3. 12/5/2012
Tell me and I'll forget.
Show me and I'll remember.
Involve me and I'll understand.
- Confucius
REI'S SHOW VS THE
COMPETITION’S TELL
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5. 12/5/2012
W HER E D O S TOR IES FIT IN TODAY’ S
TECHNO CRAZED WORLD
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
YO U R B R A N D S H O U L D T E L L
YO U R S T O RY
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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8. 12/5/2012
B R A N D S T H A T T E L L A S T O RY
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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9. 12/5/2012
Y O U R B R A N D S T O RY : T H E
BEGINNING – MIDDLE- END
The Beginning:
Who is your audience?
What do they need from you?
THE MIDDLE: WHO AND WHAT
T E L L S Y O U R B R A N D S T O RY ?
Product and Services
Employees
Image
Customers
T H E E N D : T E L L M E A S T O RY
Issue
Enemy/Hero
Emotion
Journey – beginning, middle and end
Connection
Solution
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10. 12/5/2012
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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11. 12/5/2012
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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12. 12/5/2012
T I M E T O W R I T E YO U R S T O RY
“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
PRESENTATION CREDITS AND SOURCES
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.
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