Storytelling The Secret of Irresistible Marketing

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Storytelling Why Does

Work So Well?

Sto    ry  /ˈstôrē/  

Goal  

To  redefine  story,  what  it    Is  and  what  it  is  not.  

FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

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Storytelling Why Does

Work So Well?

Storytelling Why Does

Work So Well?

Create  an  EmoIonal  ConnecIon  

ACTION  

Stories  are  

Memorable  It’s  

Science    

Humans  are  

APracted  to  

Story  

why  aren’t  you  using  them?  

switch  to  the  story  default.  

Sto    ry  /ˈstôrē/  

Goal  

To  redefine  story,  what  it    Is  and  what  it  is  not.  

Sto    ry  /ˈstôrē/  

Redefining Storytelling

1.  A Story is not a tagline/slogan/mission statement. 2.  A Story is not a list of bullet points put in a paragraph. 3.  It’s not a history lesson. 4.  A Story is not vague, high-level principles or theory.

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Sto    ry  /ˈstôrē/  

Redefining Storytelling

1.  A Story happens in a particular moment. 2.  There is a beginning, middle, and end. 3.  There are characters to care about and something at stake. 4.  Something happens! (a decision is made, an event occurs) 5.  As a result of that happening…something came to be.

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Sto    ry  /ˈstôrē/  

Redefining Storytelling

The Biggest Storytelling Mistake

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FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

FINDING CRAFTING TELLING T h e   S t o r y   T h e   S t o r y   T h e   S t o r y  

FINDING T h e   S t o r y  

FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

NOUNS

FINDING T h e   S t o r y  

1.  Make a List of Firsts. 2.  Proudest Moments. 3.  Happiest clients/customers. 4.  Make a List of Objections. 5.  A Time When Someone Said You “Couldn’t.” 6.  When Your Why was Born.

FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

CRAFTING T h e   S t o r y  FOOLPROOF

S t o r y t e l l i n g   S t r a t e g i e s  

EXPLOSION  NORMAL   NEW NORMAL  

CRAFTING T h e   S t o r y  FOOLPROOF

S t o r y t e l l i n g   S t r a t e g i e s  

Set the scene — people & place. DO  Include the emotions.

Include details. DO  DO  

Be STRATEGIC about those details. DO  

Rules of the Normal  

CRAFTING T h e   S t o r y  FOOLPROOF

S t o r y t e l l i n g   S t r a t e g i e s  

DO  DO  DO  

DON’T  

Rules of the New Normal  Consider this the progress report.

Use a detail from the Normal.

Offer a directive.

Get sloppy at the end.

TELLING T h e   S t o r y  

1.  Videos. 2.  Online: Social Media. Website. Blog. 3.  Print material. 4.  Presentations. 5.  Donor Meetings.

FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

PLACES to TELL  

Storytelling Why Does

Work So Well?

Sto    ry  /ˈstôrē/  

Goal  

To  redefine  story,  what  it    Is  and  what  it  is  not.  

FOOLPROOF S t o r y t e l l i n g   S t r a t e g i e s  

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