The SEO of Storytelling
Lisa GerberBig Leap Creative@lisagerber
@lisagerber
Jackson
The moral of this story
1. real people with real problems
2. Good stories get you found
Paid EarnedOwned
3. Good storytelling is profitable
fourth - connection
499,680
newblog posts
69,120
newhours of video
822,240
newwebsites
Every. Single. Day.
Source: Mashable, June 2012
Today’s agenda - tell a better story
1. How to be relevant and epic: Uncover Your Story
2. Five more things to talk about
1. What is the conflict?
You don’t sell a product; you solve a problem.
YOUR PRODUCT
NEED
STORY
2. Who is the hero?
3. Plot: What happens when we do business
with you?
4. Why are you in business?
5. What do you stand for?
Be provocative with a purpose
Culture
Hiring
Training
Pricing DistributionMarketing
Comms
Web content
Email marketing
Media relations
Social
Your story
Customer Experience
Five Ways To Tell The Story That Generate Leads
1. Solve problems
2. Address concerns or objections
3. Talk about price
4. Shed light on your community
A rising tide lifts all boats
5. Let your customers tell your storyreviews, check-ins,
testimonials
Happy Endings
Tell a good story
Captivate your audience
Distribute to ownedearned
paidoutlets
& to
The key to getting found
Lisa GerberBig Leap [email protected]/[email protected]/lisagerber
Slideshare: www.slideshare.com/lisagerber
parting words of advice
Be real
@lisagerber
Say no to these words
• Amazing, incredible, awesome
• World-class
• Leading provider
• Award winning
• “We”
• Industry jargon
Keep it simple
