fca conference
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TRANSCRIPT
Welcome to the 2013 Midyear Conference
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
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 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 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 do 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 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 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 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 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 Uncomfortable: Find An Emotional Connection
ACHIEVING COMMON GROUND
Emotional Connection =
Opening the door to TRUST & BELIEVABILITY!
Achieving Common Ground =
Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
What is the ROI of your Mother?
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
PLAN PRODUCE
PRESENT PERSUADE
PLAN PRODUCE
PRESENT PERSUADE
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People? "
"
"
"
"
"
"
"
Identify them by the stage of your sales cycle...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
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
$$BUY AGAIN
?AWARE!
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story
WHY DO YOU DO WHAT YOU DO?
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story
WHAT NEEDS TO BE SUPER CLEAR?
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story
WHAT DO YOU DO BEST?
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
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
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story
WHAT NEW THING ARE YOU EXCITED ABOUT?
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN
Gut Feeling
Facts & Data
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 77 million people dumber than you...
77,519,723
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
PRODUCEPLAN
PRESENT PERSUADE
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
EVOKING ONLINE TRUST Interactions online rarely happen
with people we don’t trust
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Aesop… The great story teller
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Commitment Support Characters Visuals Sound
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Essentials to creating an effective VIDEO story: - Show me something
- Keep it simple
- EMOTION!
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
PRODUCEPLAN
PRESENT PERSUADE
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Where next? What’s next?
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Do you work with partners?
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
PRODUCEPLAN
PRESENT PERSUADE
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
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
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
"{THE ADS
"{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
Meet Fran
Meet Trigger
Meet Dan Meet Claire
CURIOUS!I LIKE IT
?AWARE
DON’T CARE
!
Audience
Shift
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EMOTIONAL EQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
AUDIENCE ALLOCATION
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
SALES STAGE
PERSONALITY
EXCUSE TO
INTERRUPT
Audience
Shift
YOURSTORY
Behavior
Change !
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK
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