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

Why is Why important? Cart before the horse

01. Primary Emotional Connection

02. Secondary Emotional Connection

Instead… Horse before the cart!

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 cycle 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 cycle PLAN

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 cycle PLAN

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 cycle PLAN

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 cycle PLAN

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

FactsData

Compliance

RelevantBelievableReward

PRODUCE

F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward

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 TriggerONGOING

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 TriggerONGOING

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

INTRODUCE

TOUCH

DIGEST

TELL

CONFIRM

PROVE

BELIEVE

REINFORCE

Meet Fran

Meet TriggerONGOING

Meet Dan Meet Claire Meet Bob

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