storytelling workshop (brightlane)
TRANSCRIPT
The Value of Storytelling
Crafting Value Propositions
Pitching the Media
Developing Your Brand Story
Design Alliance
People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.
The Customer is King
It’s Not About the Product
Always Be Storytelling
Always be Storyhunting
Establish Your Core Story
A
“Airbnb believes in the power of storytelling because when people share stories, all of a sudden they start caring more about each other and something magical can happen.”- Venetia Pristavec
The Customer is King
It’s Not About the Product
Always Be Storytelling
Always be Storyhunting
Establish Your Core Story
A
The Customer is King
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
A
The Customer is King
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
A
Awareness Consideration Decision
• Social media• Blog • Videos• Media outreach• eBooks• Infographics• Newsletters
• White papers• Sales sheets• Case studies• Demos• Trials• Webinar
• Trials• Demos• Consultations• Proposals• Estimates
The Buyer’s Storytelling Journey
Pinterest: Organize everything you loveNymi: Your Everyday Life SimplifiedSouthwest Airlines: Low Fares, Friendly Service
A value proposition is a statement of unique benefits (and value) delivered by your product to target customers
Value Propositions Answer These Questions
• What is your product?• What problem are you solving?• Who is the target audience?• What is the value of your product?• How is your product unique, different or better?
Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.
Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.
Your everyday simplified. Seamlessly unlock devices, remember passwords and more, using your heart's unique signature.
ExerciseCreate your value proposition, which could include:• What your product does• The value/benefits delivered• Who’s the target audience?
Exercise: The CustomerCreate a story about one of your customers:• How did they discover your product?• What is interesting about how they are using
it?• What is the benefit or value being delivered?
Storytelling Guidelines
• User-friendly• Clear and understandable• Easily shareable• Creative, interesting
Storytelling Themes
• The inspiration for your startup• The problem being solved and why• The challenges of the journey• A story about success
Our online service lets travellers stay in places around the world that aren’t hotels. This includes apartments, private rooms, trailers, lighthouses, villas, boats, castles and igloos to meet different tastes and budgets. It’s a new way to travel.
We believe that travelling is about new, exciting and different experiences - the cities you visit, the people you meet, the food you eat and, of course, the places you stay.
Airbnb makes it easy to discover amazing places to stay – everything from lighthouses and boats to villas and private homes. Say goodbye to hotels, say hello to new adventures.
We make you feel at home anywhere and everywhere so your journeys – near and far - even more memorable.
ExerciseCreate your story. It could include:- Your mission or purpose- The experience you create for customers- How it’s unique, makes a difference, etc.?- Other than money, how is success defined?
Reporters/Bloggers
• Overworked: articles, blogs, podcasts, video, social media
• Overflowing inboxes• Inundated with
story pitches
Four Easy And Effective Story Themes
Stories about how
you started
Stories about your
progress
Stories your
industry
Stories about your customers’
success
Six Storytelling Hooks
Success
Innovative/New
Different
Be part of a bigger story
Creativity
Timing is Everything
ExerciseBased on the six themes, create two pitches to a reporter or blogger that includes the following:- Your hook – e.g. how are you new, different,
better or part of a trend- Their interests and focus- Why it’s relevant, topical or timely