When it comes to launching a product or company, people don't want to to hear about your stuff, they want to hear your story. As Bill Bernbach once said, "You cannot sell a man who isn't listening," and stories create engagement and buzz. Marco Ceglie and Brian Critchfield present to Phoenix Startup Week 6 tips for creating a great story.

1. It’s About Your Story,
Not Your Stuff
Marco Ceglie
Brian Critchfield

2. Mention:
@mkoshark
@bcritchfield
Hashtag:
#PHXstartupweek
#ChaseBasecamp
#yesphx

3. Marco Ceglie
• Founder, Marco Ceglie Creative
• Former co-founder, President Avant Strategies
• Named among best Ad Agencies of 2014
• Innovator in viral and guerilla marketing since 2003
• Expert in creating heartfelt, narrative-based
integrated advertising campaigns
• Clients include Wild Horse Pass, the State of
Arizona, Arizona Indian Gaming Association, Vieste
Energy and others

4. Brian Critchfield
• Chief Navel Gazer, Navel Marketing
• 20+ years of experience
• International speaker, author, and consultant
• Started 6 successful companies
• Launched over 100 companies/divisions/products
• Clients include Microsoft, HP, Bridgestone,
Weyerhaeuser, Toyota, Kodak, and many more
• MBA in Global Business from Thunderbird
• Teach Marketing and Strategy at 3 Universities

5. “You cannot sell a man who isn’t listening;
word of mouth is the best medium of all;
and dullness won’t sell your product, but
neither will irrelevant brilliance.
”
Bill Bernbach
Founder, DDB Advertising
1911-1982

9. “Value-Added
Marketing”
Source: Google Trends

10. Convergence
SEO Public
Relations
Social
Media
Email
Nurturing
Content

11. Storytelling 101
It’s not about the FACTS
It’s all about the STORY

12. What Makes for a Great Story
•Central Conflict
•Dramatic Unfolding
•Heroes & Villains
•An Outcome That Matters
•The Stage
•A Cause

13. How To Create a Cause

16. 1950s
World’s Top Cleansing
Brand
Obsession With
Beauty
image source: Flickr CC Laura Lewis
2001 2002 2003 2004
Declining Sales

17. Research showed:
• Only 2 percent of women around the world described
themselves as beautiful
• 13 percent of women said they were very satisfied with their
body weight and shape
• 75 percent strongly agree that they wish ‘the media did a better
job of portraying women of diverse physical attractiveness’
• What makes women feel beautiful are loving relationships,
self-realization, and self-care
• Physical attractiveness is about how you look, beauty includes
much more of who you are
Source: “The Real Truth About Beauty: A Global Report,” September, 2004

18. Dove’s Mission: “to rebuild women’s
self-esteem, challenge beauty
stereotypes, and redefine beauty
standards”

20. • Focus all marketing efforts on what the target market
cares most about, not pitching products
• Launched in England in 2004 and in the US the next
summer
• Launched prior to the creation and growth of many of
the social media tools
Advertising Commercials
Workshops &
Events
PR

22. Onslaught Evolution

23. Results
2%
in one
month
700% in
Europe
in 6
months
Double Digits in
Q1 & Q2 2005

24. “The hard part will be staying on the path. What happens when
Dove sales begin to flag and market share begins to slide?
That will be the test of true righteousness. Does the "Campaign
for Real Beauty" then get disposed of, like last year's fashions,
or dubiously "enhanced," like a pair of fake breasts?”
Bob Garfield
Ad Critic

25. - Feb 19, 2015

26. The Pen Versus the Lens
Visual Content is shared 3x
as much as written content
Written content is better for
search engine placement

27. What Makes for a Great Story
•Central Conflict
• What is the problem or
service you address?
•Dramatic unfolding
• How can you unveil or
reveal your solution?
•Heroes & villains
• Who is your protagonist?
• Who or what is your
enemy?
•An outcome that
matters
• What’s at stake?
• Why should people care?
•The Stage
• Where and how you tell
your story matters.

28. Resources & Tools
• Technology
• WordPress
• Camtasia
• A/V editing software
• Photo editing software
• Creative
• Contently
• Scripted
• eLance
• Y-Draw
• Promotion
• Owned Channels
• Facebook, Twitter, Your
Blog, etc.
• Earned Channels
• PR & Blogger Relations
• Paid Channels
• Outbrain
• Taboola
• Disqus
• Google AdWords
• Facebook & Twitter
• PR Web & PR
Newswire

29. Follow me: @mkoshark
@bcritchfield
Email: marco@marcoceglie.com
brian@navelmarketing.com