Storytelling For Marketers
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Storytelling can be a powerful marketing strategy. Learn how to craft engaging, authentic stories that go beyond a sales pitch and connect with your customers – and potential customers – on an emotional level.
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Storytelling For Marketers
- 1. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 1
- 2. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 2
- 3. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 3
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- 5. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 5 “People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” CEO & Co-Founder of HubSpot
- 6. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 6 Smart Brands Are Evolving Their Messaging
- 7. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 7 The Ancient Art of Storytelling
- 8. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 8 Your Brain On Stories Attention: Cortisol Feel Good: Dopamine Feel Empathy: Oxytocin
- 9. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 9 CLUTTER SCIENCE+ A Return To Storytelling
- 10. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 10 Industries That Use Storytelling
- 11. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 11 Industries That Use Storytelling
- 12. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 12 Industries That Use Storytelling
- 13. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 13 Von Miller Denver Broncos #58
- 14. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 14
- 15. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 15 What are Marketing Stories?
- 16. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 16 What’s Your Story?
- 17. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 17 How To Find Your Story WHY Did You Start? WHO Do You Help? WHAT Do You Really Sell?
- 18. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 18 What Do You Really Sell? 95% Of all purchasing decisions are made subconsciously Harvard Business School
- 19. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 19 What Do You Really Sell? Basic Needs Safety Needs Social Needs Esteem Needs Self Actualization Most Important Needs
- 20. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 20 What Do You Really Sell? Cars Houses Insurance Freedom Independence Shelter Family Time Peace of mind Protection
- 21. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 21 You’ve Got Your Story! Now What? Content, That’s What! YOUR STORY
- 22. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 22 INGREDIENTS FOR PERSUASION The Science Of Crafting Really Great Stories Pathos 65% Logos 25% Ethos 10%
- 23. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 23 What Makes A Good Story?
- 24. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 24 Rules For Storytelling 1. Be Authentic 2. Keep It Simple 3. Show, Don’t Tell
- 25. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 25 Rules For Storytelling 1. Be Authentic
- 26. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 26
- 27. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 27 How To Be Authentic
- 28. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 28 Don’t Lie.
- 29. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 29 Be Different.
- 30. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 30 Pay Attention To The Details
- 31. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 31 Rules For Storytelling 2. Keep It Simple
- 32. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 32 “If it can't fit on the back of an envelope, it's rubbish.” Richard Branson, Founder of Virgin Group
- 33. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 33 No Jargon! Just write it like you’d say it
- 34. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 34 Why Simplicity Sells • Makes your website easier to find “While intelligent people can often simplify the complex, a fool is more likely to complicate the simple.” — Henry David Thoreau, American author and philosopher • Less risk for miscommunication • Makes you look smart
- 35. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 35 Rules For Storytelling 3. Show, Don’t Tell
- 36. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 36 10% of what we hear 80% of what we see CMO Council 20% of what we read 65 percent of us are visual learnersA picture is worth 100 words
- 37. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 37 Dr. James mc Quivey 1.8 million One minute of video is equal to If A Picture’s Worth 1,000 . . . words
- 38. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 38 Rules For Storytelling 1. Be Authentic 2. Keep It Simple 3. Show, Don’t Tell
- 39. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 39 Crafting Stories Is A Process
- 40. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 40 Crafting Stories Is A Process
- 41. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 41
- 42. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 42 Examples
- 43. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 43
- 44. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 44
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Notes de l'éditeur
- If you ‘ve been to my presentations bfore or if you attneded this morning presentation you’ve seen a slide that lok slike this. I love this slide because I think it perefcting illustrates the niggest hurdle that we all have as maekteters. As n=businesses trying to make our voice geard. Clutter. And all of tis clutter
- And all of this clutter has forced customers to create ways to avoid maekting messages.
- We fast forward through commercials and intall pop up blockser on our computers and we’ve trained our brains to pretty much ignore all of this in your face advertising.
- When we want to buy something we go looking for information on our own. And when we find tht information we want something more than just a shouted demand to buy their product.
- Smart bradns have noted this change and have started to change the way they talk to custmer. What we’re seeing a return to the anciuent art of story telling
- 400K years ago 25 yers life expectancy Because telling and listening to stories was literally a life or death experience, ancient man’s brain was programmed to relaese ceratin hormones that help them relte to and rember stories. And even thought it’s no longer about life and death, our brain is still wrired the same way
- Lets talk about the nfl. The story of the game is obvious. Who wins, who loses, MVP injuries playoffs superbowl! But the nfl is smart and they go beyond the game. Because honestly, they have money to make beyond tocket sales and ads during commercials. Theres merchandise to be bought. And one of the most popular peioeces of merchandie are player jerseys.
- These are all stories, but they’re npot the main story. They’re not the story you need to start with. First, you need to start with the big, overarching story. Your story
- I can gurantee you this, your story isn’t I sell houses, or I sell cars or I sell insurance. Your story isn’t aboiut what yoy sell.
- Let’s look a little deepr in ot this last one
- You see, we like to think that we’re rational people. That we use logic to make ecvision – especially when it involves opening our wallets. But we’d be worng.
- Telling your story from all different angles. 3d story telling. Now you can focus on all the other smaller stories that will support your larger story.
- Don’t lie, don’t bend the truth, don’t fudge the numbers. Just don’t. and not just because it’sthe worng thing to do ethically, but because you will be caight. How many politicians have been busted cheating? Volkswagon fuding EPA numbers. It seems like everyday thers some expose about someone telling a lie. Once you’ve been busted in a lie, you lose trust and it’s a na uphill battle to get that trust back.
- Do your resaerch. Look at what all your competitors are doing. And don’t do that. Airlines – so the story of an airline is told at all their points of contact. From the webiste you use to book the tickets to the cleanliness of the plane to what the flight attendents wear. For a long time all airlines were the same. Until SW came along. Instead of cirporate and businesslike, SW is fun and funny and casual. And they’ve build their brand on this idea that they’re nice. They’re your frinds. They’re accesible.
- The best stories draw pictures in your mind. They don’t just tell you someone is mad, they descibe the scowl, the kind of language being used. How the angry person spat th words. Use descriptive languge and vivid imagery to nail the dtails.