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12/5/2012




 ONCE UPON A TIME…




  WHO ARE SOME OF THE
G R E A T E S T S T O RY T E L L E R S ?


            Twain        Poe

            Grisham     King

           Spielberg     Lucas

          Seinfeld     Tina Fey

                Steve Jobs




THE ROLE OF A STORY




                                                  1
12/5/2012




STORIES SURROUND US




    MUSICAL STORIES

     *Boy Named Sue        *In the Ghetto

     *Cats in the Cradle   *Copacabana

      *The Devil Went Down to Georgia

          *Elenor Rigby        *Taxi




W H Y I S S T O RY T E L L I N G U S E D I N
   THE MARKETING WORLD?


          A good story has impact



          We remember the journey



When you show rather than tell, we are engaged




                                                         2
12/5/2012




     Tell me and I'll forget.
  Show me and I'll remember.
 Involve me and I'll understand.
           - Confucius




             REI'S SHOW VS THE
            COMPETITION’S TELL

 Zoic Ether Short
Ripstop nylon shell and removable Assault
liner with Zo-wick Chamois. Side adjustable elastic waist with Velcro
tabs, two zippered hand and two cargo pockets. 11" inseam.

 New! Don't let the casual look fool you—these are serious
shorts
On the surface, they're rugged, stretchy nylon/Lycra spandex
shorts with a laid-back look. But look inside, a wicking mesh liner and
gel chamois add serious comfort. Import.




                                                                                 3
12/5/2012




       4
12/5/2012




  W HER E D O S TOR IES FIT IN TODAY’ S
       TECHNO CRAZED WORLD


 Brain has evolved slower than technology

 We look for logic and connection

 Stories break through the noise

 We connect better through emotion

 Stories help us belong – sense of community with others

 We all want to belong to something




 YO U R B R A N D S H O U L D T E L L
          YO U R S T O RY

 A brand is the combination of values, promises and
guarantees that frames the relationship between you and your
(prospective) customers.



 The most powerful brands of all are those that create a need
in the mind of a consumer that was not there before.




                                                                        5
12/5/2012




BRAND STORIES




                       6
12/5/2012




       7
12/5/2012




B R A N D S T H A T T E L L A S T O RY

Nike , Volvo, Ivory
Ben and Jerry’s
Toms
Patagonia
The J. Peterman Company




                       SO WHAT?

 What we do is more than personal choice about shoes, food, bank


 We create community and need our “brand” to connect to community


 Our challenge is :


WE have a lot of PARTS that make up our WHOLE




                                                                            8
12/5/2012




      Y O U R B R A N D S T O RY : T H E
     BEGINNING – MIDDLE- END



                The Beginning:

Who is your audience?

What do they need from you?




   THE MIDDLE: WHO AND WHAT
    T E L L S Y O U R B R A N D S T O RY ?


Product and Services
Employees
Image
Customers




 T H E E N D : T E L L M E A S T O RY

 Issue

 Enemy/Hero

 Emotion

 Journey – beginning, middle and end

 Connection

 Solution




                                                    9
12/5/2012




   WHAT’S YOUR STORY?
You should be able to pitch your story in the following ways:
 (1) Elevator Pitch
 (2) 30-Second Video
 (3) 120-Characters in Twitter
 (4) One sentence
 (5) Website ‘about’ page (2-3 short paragraphs)
 (7) LinkedIn profile
 (8) Photos that visually communicate who you are
 (10) Social Media profile bio’s




        ELEVATOR SPEECH

30 seconds to tell me who you are and….

 Capture my attention

 Tell me what makes you unique

 Make me want to ask for more




                                                                      10
12/5/2012




  As experts in our field, what

  do we know that most other
         people don’t?




What can we say that would
      surprise people?




  What’s the solution to the
problem you’re trying to solve?




                                        11
12/5/2012




      T I M E T O W R I T E YO U R S T O RY

                          “There is a story in every one of us,
                           we just need to put pen to paper”


                             “Start writing, no matter what.
             The water does not flow until the faucet is turned on.”

Louis L’amour




          PRESENTATION CREDITS AND SOURCES


 August Turak, Forbes Magazine: 4-15-12

 Paul Valerio, Fast Company Co Design: 12-13-11

 Paula Brown Rutledge, Ph.D., M.B.A. The Psychological Power of Storytelling, : 1-16-11

 Jean Gianfagna, How to create great advertising with storytelling 12-29-11

 Park Howell, Sustainable Storyteller

 The wacky, crazy, sometimes scary, and always unpredictable mind of the presenter.




                                                                                                 12

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The Power of Story

  • 1. 12/5/2012 ONCE UPON A TIME… WHO ARE SOME OF THE G R E A T E S T S T O RY T E L L E R S ? Twain Poe Grisham King Spielberg Lucas Seinfeld Tina Fey Steve Jobs THE ROLE OF A STORY 1
  • 2. 12/5/2012 STORIES SURROUND US MUSICAL STORIES *Boy Named Sue *In the Ghetto *Cats in the Cradle *Copacabana *The Devil Went Down to Georgia *Elenor Rigby *Taxi W H Y I S S T O RY T E L L I N G U S E D I N THE MARKETING WORLD? A good story has impact We remember the journey When you show rather than tell, we are engaged 2
  • 3. 12/5/2012 Tell me and I'll forget. Show me and I'll remember. Involve me and I'll understand. - Confucius REI'S SHOW VS THE COMPETITION’S TELL  Zoic Ether Short
Ripstop nylon shell and removable Assault liner with Zo-wick Chamois. Side adjustable elastic waist with Velcro tabs, two zippered hand and two cargo pockets. 11" inseam.  New! Don't let the casual look fool you—these are serious shorts
On the surface, they're rugged, stretchy nylon/Lycra spandex shorts with a laid-back look. But look inside, a wicking mesh liner and gel chamois add serious comfort. Import. 3
  • 5. 12/5/2012 W HER E D O S TOR IES FIT IN TODAY’ S TECHNO CRAZED WORLD  Brain has evolved slower than technology  We look for logic and connection  Stories break through the noise  We connect better through emotion  Stories help us belong – sense of community with others  We all want to belong to something YO U R B R A N D S H O U L D T E L L YO U R S T O RY  A brand is the combination of values, promises and guarantees that frames the relationship between you and your (prospective) customers.  The most powerful brands of all are those that create a need in the mind of a consumer that was not there before. 5
  • 8. 12/5/2012 B R A N D S T H A T T E L L A S T O RY Nike , Volvo, Ivory Ben and Jerry’s Toms Patagonia The J. Peterman Company SO WHAT?  What we do is more than personal choice about shoes, food, bank  We create community and need our “brand” to connect to community  Our challenge is : WE have a lot of PARTS that make up our WHOLE 8
  • 9. 12/5/2012 Y O U R B R A N D S T O RY : T H E BEGINNING – MIDDLE- END The Beginning: Who is your audience? What do they need from you? THE MIDDLE: WHO AND WHAT T E L L S Y O U R B R A N D S T O RY ? Product and Services Employees Image Customers T H E E N D : T E L L M E A S T O RY  Issue  Enemy/Hero  Emotion  Journey – beginning, middle and end  Connection  Solution 9
  • 10. 12/5/2012 WHAT’S YOUR STORY? You should be able to pitch your story in the following ways:  (1) Elevator Pitch  (2) 30-Second Video  (3) 120-Characters in Twitter  (4) One sentence  (5) Website ‘about’ page (2-3 short paragraphs)  (7) LinkedIn profile  (8) Photos that visually communicate who you are  (10) Social Media profile bio’s ELEVATOR SPEECH 30 seconds to tell me who you are and….  Capture my attention  Tell me what makes you unique  Make me want to ask for more 10
  • 11. 12/5/2012 As experts in our field, what do we know that most other people don’t? What can we say that would surprise people? What’s the solution to the problem you’re trying to solve? 11
  • 12. 12/5/2012 T I M E T O W R I T E YO U R S T O RY “There is a story in every one of us, we just need to put pen to paper” “Start writing, no matter what. The water does not flow until the faucet is turned on.” Louis L’amour PRESENTATION CREDITS AND SOURCES  August Turak, Forbes Magazine: 4-15-12  Paul Valerio, Fast Company Co Design: 12-13-11  Paula Brown Rutledge, Ph.D., M.B.A. The Psychological Power of Storytelling, : 1-16-11  Jean Gianfagna, How to create great advertising with storytelling 12-29-11  Park Howell, Sustainable Storyteller  The wacky, crazy, sometimes scary, and always unpredictable mind of the presenter. 12