1. WE CREATE EMOTIONAL CONNECTIONS
THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND
PRESENTING ONLINE VIDEO

2. Jon Hollyn Jill

3. Finding An Emotional Connection

4. ACHIEVING COMMON GROUND
Emotional Connection =

5. Opening the door to TRUST & BELIEVABILITY!
Finding Common Ground =

6. Positive Decision Making Without
FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =

7. Without Story = $1.49 / With Story = $197.50
Where’s the ROI?

8. What is the ROI of your Mother?

9. WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”

10. PLAN PRODUCE
PRESENT PERSUADE

11. PLAN PRODUCE
PRESENT PERSUADE

12. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

13. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

14. PLAN
A plan for attaching video storytelling
to sales and marketing processes...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

15. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

16. PLAN
Let’s Identify Some Targets...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

17. PLAN
- FIND NEW PEOPLE
- INTRODUCE WHO WE ARE
- EXCUSE TO CONNECT
- ADD CLARITY
- SUSTAIN A CONVERSATION
- PARTNER STRATEGICALLY
- MORE OPPORTUNITIES TO SELL
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Possible target goals may be...

18. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

19. 01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People?
Identify them by the stage of your sales cycle...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

20. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
!AWARE
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE

21. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE

22. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story

23. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE

24. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story

25. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE

26. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story

27. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
!AWARE
?UNAWARE

28. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story

29. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

30. What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

31. BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN

32. Gut Feeling
Facts & Data
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

33. 01. Primary
Emotional Connection
02. Secondary
Emotional Connection
WhyisWhyimportant? Cartbeforethehorse
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

34. 01. Primary
Emotional Connection
02. Secondary
Emotional Connection
Horse before the cart...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

35. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

36. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation

37. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...

38. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are
over 76 million people dumber than you...
76,489,492

39. PLAN
BOLT ON
GOALS
AUDIENCE
EMOTION
DELIVERY
COST

40. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...

41. PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?

42. PRODUCEPLAN
PRESENT PERSUADE

43. PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
HURDLES

44. PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
HURDLES

45. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...

46. PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
HURDLES

47. Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

48. What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

49. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

50. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

51. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

52. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

53. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

54. PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
HURDLES

55. F
Client
V
Viewer
Facts
Data
Compliance
Relevant
Believable
Reward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

56. F
Client
V
Viewer
Facts
Data
Compliance
Relevant
Believable
Reward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

57. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

58. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

59. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

60. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

61. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

62. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

63. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

64. PRODUCE
AUTHENTIC
STORY
CLIENT VS. VIEWER
HURDLES

65. AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...

66. PRODUCEPLAN
PRESENT PERSUADE

67. PRESENT
BREADCRUMB
DEEPER DIVE
CROSS DATABASE

68. PRESENT
BREADCRUMB
DEEPER DIVE
CROSS DATABASE

69. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Where next? What’s next?

70. PRESENT
BREADCRUMB
DEEPER DIVE
CROSS DATABASE

71. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

72. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

73. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

74. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

75. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

76. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

77. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

78. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

79. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

80. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

81. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

82. PRESENT
BREADCRUMB
DEEPER DIVE
CROSS DATABASE

83. BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

84. PRODUCEPLAN
PRESENT PERSUADE

85. PERSUADE
EXCUSE
ONGOING
NOT ABOUT YOU

86. PERSUADE
EXCUSE
ONGOING
NOT ABOUT YOU

87. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
!AWARE
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE{SALES
VIDEOS

88. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
ENGAGE ONGOING INDUSTRY
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran
00: Ernie
02: Dan 03: Claire 04: Bob
!AWARE
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
E
Getting permission to interrupt
{SALES
VIDEOS
{MARKETING
VIDEOS

89. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

90. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space

91. PERSUADE
EXCUSE
ONGOING
NOT ABOUT YOU

92. ✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

93. ✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

94. ✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

95. ✆ $
4 weeks
✔
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

96. ✆ $
4 weeks
✔
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

97. ✆ $
4 weeks
✔
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

98. ✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

99. ✆ $
4 weeks
✔
x
▶ ▶ ▶ ▶
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

100. ✆ $
4 weeks
✔
x
▶ ▶ ▶ ▶
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

101. ✆ $
4 weeks
✔
4
x
▶ ▶ ▶ ▶
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

102. ✆ $
4 weeks
✔
4
x
▶ ▶ ▶ ▶
18
mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

103. Email Clicks WITH
Embedded video
Email Clicks WITHOUT
Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

104. EMOTIONAL
EQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

105. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who would get your permission?

106. PERSUADE
EXCUSE
ONGOING
NOT ABOUT YOU

107. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

108. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
SALES
VIDEOS
MARKETING
VIDEOS
AUDIENCE
CROSSOVER
WEB TO
WEBSITE
{
{

109. EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TO
INTERRUPT
{
{
STORYBOOK