telling stories to bigger revenue
DESCRIPTION
Stories are more than fairy tales - they help businesses get found. They grab the attention of your audience, and turn them into loyal customers. If done properly. Here, we talk about how to uncover your own brand story, how to tell it well, and turn that audience into a captive one.TRANSCRIPT
Telling Stories To Bigger Revenue
Lisa GerberBig Leap Creative@lisagerber
@lisagerber
Jackson
The moral of this story
1. real people with real problems
2. Stories get you found
Paid EarnedOwned
3. Good storytelling is profitable
fourth - connection
Today’s agenda
1. Uncover Your Story
2. Five Ways to Tell Your Story
3. The Dos and Don’ts of a Good Story
@lisagerber@lisagerber
The goal - what is your business?
You don’t sell a product; you solve a problem.
YOUR PRODUCT
NEED
STORY
Conflict
The hero of the story
How do want to change the audience?
“‘fresh is not enough, anymore.’ Now we want to
know the sources for all of our ingredients, so that
we can be sure they are as flavorful as possible while
we are mindful of the environmental and societal
impact of our business.”
Vision Tell a bigger story than yourself
Stand for something Be provocative with a purpose
Tell the story
Culture
Hiring
Training
Pricing DistributionMarketing
Comms
Web content
Email marketing
Media relations
Social
Your story
Customer Experience
Five Ways To Tell The Story That Generate Leads
1. Solve problems
2. Address concerns or objections
3. Pricing
4. Shed light on your community
5. Let your customers tell your
storyreviews, check-ins, testimonials
From Snoozefest to Rockstar
Be real
@lisagerber
Say no to these words
• Amazing, incredible, awesome
• World-class
• Leading provider
• Award winning
• “We”
• Industry jargon
Keep it simple
Use social proof
Leverage affinity
Happy Endings
Resolve conflict
Captivate your audience
Make your customer the hero& to
The key to a good story
and we all live happily ever after
Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•[email protected]•@lisagerber•Slideshare: www.slideshare.com/lisagerber
Tell a Great Story on The Web
Lisa GerberBig Leap Creative@lisagerber
You don’t have to be a beautiful writer. You have to tell a great story
• Personal
• Make it about your customer
• Speak to benefits and outcomes/not features and services
• Tell a story bigger than yourself
• Be provocative with a purpose
• Don’t tell people how to feel. Make them feel it.
Tell the story
Culture
Hiring
Training
Pricing DistributionMarketing
Comms
Web content
Email marketing
Media relations
Social
Your story
Customer Experience
Channels of distribution
Web pages
Media/blogger
Presentations
Blog Video
Long-form
Internal comm.
Investor
Social
Marketing Comms
Crisis
The Home Page
Promise headline
• Benefit
• Benefit
• Benefit
Questions to ask
• What is the conflict
• Is something at stake?
• Who is the protagonist?
• How will it be resolved?
• What is the outcome?
The About Page
Where to start
• So what?
• How does it relate to the protagonist of your story?
• Give background as it related to resolving their conflict.
• What is the point you are trying to make?
• Social proof - what do others say/think about you? How have you helped others? Prestigious awards and recognition.
• Showcase your people. Who will your prospects be doing business with?
Edit and Polish
trim the fat
Useless Words
verythatactuallyreally
Opinion Words
I feel, we feelI think, we thinkIt is our opinion....
Meaningless Words
AmazingIncredibleAwesome
The following tips are going to help you
These tips will help you
Giving him inspiration to
Inspire him to
I saw Bob Moore, founder of Red Mill Whole Grains speak at a conference this year about growing his business from his kitchen table to $200 million business in 40 years.
Bob Moore, founder of Red Mill Whole Grains, grew his business from his kitchen
table to a $40 million business in 40 years.
Now, it’s a trendy to wear these boots. People pay a premium to wear Red Wings with leggings and oversized flannel shirts from Pendleton.
Now fashionistas pay top dollar at trendy shops to wear Red Wings paired with
leggings and oversized Pendleton plaid shirts.
Vocabulary - percentage of language we actually use.
Style for the web
Sleep on it
Troubleshooting common writing problems
and we all live happily ever after
Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•[email protected]•@lisagerber•Slideshare: www.slideshare.com/lisagerber