storytelling for marketers
TRANSCRIPT
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“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”
CEO & Co-Founder of HubSpot
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Smart Brands Are Evolving Their Messaging
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Your Brain On Stories
Attention:
Cortisol
Feel Good:
Dopamine
Feel Empathy:
Oxytocin
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CLUTTER SCIENCE+A Return To Storytelling
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How To Find Your Story
WHYDid You
Start?
WHODo You
Help?
WHATDo You
Really Sell?
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What Do You Really Sell?
95%Of all purchasing
decisions are made
subconsciously
Harvard Business School
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What Do You Really Sell?
Basic Needs
Safety Needs
Social Needs
Esteem Needs
Self
Actualization
Most Important
Needs
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What Do You Really Sell?
Cars Houses InsuranceFreedom
Independence
Shelter
Family Time
Peace of mind
Protection
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You’ve Got Your Story!Now What?
Content,That’s What!
YOUR STORY
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INGREDIENTS FOR PERSUASION
The Science Of Crafting Really Great Stories
Pathos
65%
Logos
25%
Ethos
10%
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RulesFor
Storytelling
1. Be Authentic
2. Keep It Simple
3. Show, Don’t Tell
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RulesFor
Storytelling
1. Be Authentic
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RulesFor
Storytelling2. Keep It Simple
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“If it can't fit on the back of an envelope, it's rubbish.”Richard Branson,
Founder of Virgin Group
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No Jargon!
Just write it like you’d say it
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Why Simplicity Sells
• Makes your website easier to find
“While intelligent people can often simplify the complex, a fool is more likely to complicate the simple.”
— Henry David Thoreau, American author and philosopher
• Less risk for miscommunication
• Makes you look smart
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RulesFor
Storytelling 3. Show, Don’t Tell
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10% of what we hear
80% of what we see
CMO Council
20% of what we read
65 percent of us are visual learners
A picture is
worth 100
words
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Dr. James mc Quivey
1.8 million
One minute of video is equal to
If A Picture’s Worth 1,000 . . .
words
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RulesFor
Storytelling
1. Be Authentic
2. Keep It Simple
3. Show, Don’t Tell