sticky stories building memorable, shareable brand-building content

Download Sticky Stories   Building memorable, shareable brand-building content

Post on 12-Jan-2015

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How do you break through the clutter in a world where each of us receives 3,000 to 5,000 commercial messages a day? Our brains are wired for paying attention to and remembering stories. So how do you build sticky brand stories around your organization, product or service?

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  • 1. Sticky Stories Jeff James jeffj@mythologymarketing.com twitter.com/buildingbelief
  • 2. Ten Pillar Descriptions The Ten Pillars of Meaningful Marketing Understanding What do your employees/customers/partners believe? What do they want to believe? What do you want them to believe about you or your product/service? Engagement Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways Priority Choosing first the ones who will choose you - Segmenting customers and stack-ranking who is most valuable to you Surprise Unexpected value - emotional and functional that exceeds expectations and builds into a dependence that they wont be able to live without Differentiation Competitive strengths that set you apart- Finding the core of who your organization is and why that is special and unique in both emotional and functional benefit categories Dialog The power of intimacy and the path to loyalty - Interactive communications that lead to relationships Alignment Internal buy-in and readinessare your people ready? Helping your team see, understand, believe and live out the vision Empowerment Incentive and opportunity to share the great experience with others Mythology Your brand, your story that builds belief and inspires action Innovation The next surprise - Feeding the addiction of being delighted with new value http://www.mythologymarketing.com/pillars/
  • 3. Big kids table
  • 4. Why do stories matter?
  • 5. Creating Change The Rider (Intellect, Logic) The Elephant (Emotion, Desire, Impulse) The Path (Environment, Prompts, Tools) To effect change, you must address all three effectively Switch: How to Change Things When Change is Hard 2010 Chip and Dan Heath
  • 6. Our Brains Love Stories Activates multiple areas of our brains Our brains place us in the story we get involved We can plant ideas, thoughts and emotions into the listeners brains (neural coupling) Personal stories and gossip make up 65% of our conversations.
  • 7. Beginning Assumptions Customers freeze and avoid decisions Implication: Simplify and/or make it simpler to choose Too many choices/issues becomes depressing Only about 4 are positively remembered Implication: Sticky messaging The noise is overwhelming - 3K 5K media messages a day About 7% trust advertising messages Implication: Empower advocates and foster word-of-mouth Nobody believes your advertising
  • 8. Beginning Assumptions Our brains are wired to involve emotion in decision-making Implication: Publish a steady stream of emotion, backed up with evidences and details as needed People make emotional decisions Word-of-mouth is the dominant influencer across almost all product/service categories Implication: Empower your third-party fans Word-of-mouth drives the most influence By far the most preferred information source across all age groups except most senior among us Implication: Web presence is the most central marketing discipline The web is the preferred information platform
  • 9. Benefits of Sticky Stories Spend less marketing budget to achieve greater results Longer-term loyalty Greater word-of-mouth advocacy Easier to shape and integrate marketing campaigns Print, TV, radio, social media, web, mobile
  • 10. Whats Their Story?
  • 11. Whats Their Story?
  • 12. Whats Their Story?
  • 13. Building Your Mythology mythology a set of stories, traditions, or beliefs associated with a particular group or the history of an event, arising naturally or deliberately fostered What builds belief? Purpose of mythology - What human emotions can you connect with? What should the structure of the story look like?
  • 14. Emotional Value: Connecting via Archetypes Belonging & Enjoyment Independence & Fulfillment Stability & Control Risk & Mastery Creator Craft something new Caregiver Care for others Ruler Exert Control Jester Have a good time Regular Guy/Gal OK as you are Lover Find and give love Hero Save the day Outlaw Break the rules Magician Affect transformation Sage Understand our world Explorer Maintain independence Innocent Retain or renew faith The Hero and the Outlaw, Margaret Mark & Carol Pearson 2001 By a factor of three, what you do is not nearly as important as how it makes people feel. - Seth Godin, April 2007
  • 15. Emotional Value: Connecting via Archetypes Belonging & Enjoyment Independence & Fulfillment Stability & Control Risk & Mastery Creator Craft something new Caregiver Care for others Ruler Exert Control Jester Have a good time Regular Guy/Gal OK as you are Lover Find and give love Hero Save the day Outlaw Break the rules Magician Affect transformation Sage Understand our world Explorer Maintain independence Innocent Retain or renew faith The Hero and the Outlaw, Margaret Mark & Carol Pearson 2001
  • 16. Story Development Origin Stories Transformation Stories Shared Experience Stories You Wont Believe This Stories Rebel Stories
  • 17. Origin Stories
  • 18. Transformation Stories
  • 19. Shared Experience
  • 20. You Wont Believe This
  • 21. Rebel Stories 21
  • 22. Rebel Stories
  • 23. What Makes an Idea Stick? SUCCESs Simplicity Finding the core of the idea Unexpectedness Combining surprise and interest Concreteness Bringing it alive with the five senses (memory Velcro) Credibility Tapping the power of authority or anti-authority to build belief Emotional Priming people to care Stories Generating involvement that leads to action Made to Stick, Heath and Heath 2007 Random House
  • 24. Exercise Create and share a sticky story! Your childhood Your kid Your spouse Your organization
  • 25. Time to Build Belief mythologymarketing.com