the art of storytelling and the pvc framework for a story that sticks
TRANSCRIPT
The Art of Storytelling for your business
“Those who tell the stories rule the world.
Those who tell
the stories rule the world.
-Native American Proverb
Jake AtheyDirector of Marketing@jakeathey
Your Hosts
#DreamBankMSN
Laurel NorrisContent Specialist@neutrinosky
PVC and duct tape for a story that sticks
#DreamBankMSN
What to expect● Intro to storytelling
● The PVC framework to master storytelling
○ Channeling other PEOPLE
○ Using an authentic VOICE
○ Finding the CONNECTION
● Duct tape: Ways to make it stick for any organization
● Bonus: Storytelling and positioning statements
We’re immersed.
Laurie Scheer
The Hero’s
Journey
Donna Lichaw
Beginning Middle End
Exposition
Rising Action
CrisisFalling Action
Resolution
IncitingIncident
Climax
Kindra Hall
Normal
New Normal
EXPLOSION*
...It’s inspiring.
#WidenSummit
That’s where PVC comes in.
Great storytelling is channeling other PEOPLE.
-Rajiv Chandrasekaran
PVC
#DreamBankMSN
Channel other PEOPLE
● Start with “why?”
● Be involved in the customer journey
● Capture the authentic moments
● Make it personal
Mak
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sti
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Where to share!
Videos, blog posts, “About Us” page
Find your PEOPLE
● Who are the people and personalities that represent the core characteristics of company or brand?
● What is interesting or unique about them?
● What ideas do you have for sharing their stories?
Great storytelling comes from an authentic and unique VOICE.
PVC
#DreamBankMSN
How does your brand sound, look and feel?
Develop your VOICE
● Use tone of voice as a differentiator
● Passion is storytelling fuel
● Find Interesting Ways To Say Boring Stuff
● Connect your dots
Mak
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Where to share!
Twitter, Tumblr, Medium, direct mail
The places to extend your VOICE
● Website
● Whitepapers, Infographics
● Videos & Webinars
● Reports, eBooks, Podcasts
● Tradeshow Displays
● PR & Newsletters
● Sell Sheets / Collateral
● Presentations
● Blog Posts
● Personal Branding
● Social Media & Ads
● Triggered Email Series
● 1-off Email Blasts
● Sales Emails
● Online Community Posts
● Direct Mail
Find your VOICE
● What things do you value as an organization?
● Who are you talking to? Be specific about your audience.
● If your brand was an animal, what kind of animal would it be and why?
Great storytelling requires an emotional CONNECTION.
PVC
#DreamBankMSN
Connections are made in moments.
How was your weekend?
What was the highlight?
http://talentcommunity.gesoftware.com/
Inspire stronger CONNECTION
● It all comes back to moments
● Lead with emotion
● Follow with facts
● Be visual
Mak
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sti
ck.
Where to share!
Facebook images, presentations, email marketing
Find your CONNECTIONS in the moment
● What is the drive or passion behind your company?● Think for a second about what product or service you are
promoting. What moments in people’s daily lives, milestones, or culture can you connect with?
● Where is the “turning point” in your customer journey that makes them use your product or service?
People Voice Connection
#DreamBankMSN
The value of stories
j.mp/story-arc: Donna Lichaw, “How to Craft a Narrative Arc”
Beginning Middle End
Exposition
Rising Action
CrisisFalling Action
Resolution
IncitingIncident
Climax A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand.
http://blog.ecornell.com/how-to-write-market-positioning-statements/
Beginning Middle End
Exposition
Rising Action
Crisis
Falling Action
Resolution
IncitingIncident
Climax
The narrative arc
Concept story
● Tells audiences what your company does, who they do it for, and why they do it better than other similar companies
● Arc of the story about the hero identifying a problem and finding a solution
Beginning Middle End
Exposition
Rising Action
Crisis
Falling Action
Resolution
IncitingIncident
Climax
The concept storyarc
Problem
Competition
Competitive advantage
Goal metWho/goal
FOR (target customer), WHO HAS (customer need), (product name) MEETS THEIR NEED.
UNLIKE (competition), THE PRODUCT (unique differentiator).
Positioning statement
FOR (target customer/who), WHO HAS (customer need/problem), (product or service) MEETS THEIR NEED.
UNLIKE (competition/crisis), OUR PRODUCT (unique differentiator/competitive advantage).
Positioning statement + concept story
Get in touch! Contact:[email protected]@WidenEnterprise
FOR (marketing & creative teams within small to large organizations), WHO MUST (create, manage, share and analyze marketing content - photos, videos and creative files), (Widen) IS A (marketing technology company) THAT provides solutions to (deploy the right visual content to the right channel, in the right format, at the right time, for the right audience.).
UNLIKE (other file sharing and DAM providers), A PRODUCT (backed by the best people and service in the industry with an X understanding for connecting your content in all the different ways that build your brand).
Widen works for marketing & creative teams within small to large organizations, who need to create, manage, share and analyze marketing content like photos, videos and creative files. Widen is a marketing technology company that provides software and services to deploy the right visual content to the right channel, in the right format, at the right time, for the right audience.
Unlike other file sharing and content management providers, Widen is backed by the best people and service in the industry with a long-lived understanding for creating and connecting your content in all the different ways that build your brand.
Widen builds on 20 years of workflow management research and development to drive software engineering today, delivering scalable, configurable and useful solutions.