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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?

Humans  are  

ANracted  to  

Story  

Storytelling Why Does

Work So Well?

2  Year  analysis  of  Super  Bowl  Commercials  

VS   VS  

Celebrity    Endorsements  

Cute  Animals  

Storytelling Why Does

Work So Well?

It’s  

Science    

Humans  are  

ANracted  to  

Story  

Storytelling Why Does

Work So Well?

Neurologist  Paul  Zak  Story  Changes  Brain  Chemistry  

CorYsol   Oxytocin  

Increased  Focus  &  ANenYon  

Increased  Empathy  &  EmoYon  

Storytelling Why Does

Work So Well?

Create  an  EmoYonal  ConnecYon  

ACTION  

It’s  

Science    

Humans  are  

ANracted  to  

Story  

Storytelling Why Does

Work So Well?

2X  

Storytelling Why Does

Work So Well?

Create  an  EmoYonal  ConnecYon  

ACTION  

Stories  are  

Memorable  It’s  

Science    

Humans  are  

ANracted  to  

Story  

Storytelling Why Does

Work So Well?

“If  history  were  taught  in  the  form  of  stories,  it  would  never  be  forgoNen.”  

     -­‐  Rudyard  Kipling    

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 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/  

A Storytelling Case Study – The Before

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Sto    ry  /ˈstôrē/  

Redefining Storytelling

The Biggest Storytelling Mistake

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Sto    ry  /ˈstôrē/  

A Storytelling Case Study – The After

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

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. Happiest clients/customers. 2. Make a List of Objections. 3. When the 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  

MIDDLE  BEGINNING   END  ✗   ✗   ✗  NORMAL   EXPLOSION   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  

EXPLOSION  

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  

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  

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Rules of the 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  

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. Client/Potential Customer Meetings. 2. Online: Social Media. Website. Blog.

3. Presentations.

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

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 and Crafting Your Story

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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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