HOW TO TELL A BRAND STORY PEOPLE WILL LOVE [INBOUND 2014]
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People don't buy what you do, they buy why you do it. Increasingly, marketers are realizing how true this statement is. Content marketing -- only recently a priority for marketing teams -- has become an imperative for brands whether they are selling to consumers or other companies. But even those words obscure what companies really need to do to capture the hearts, minds and business of their customers: They need to tell great stories. Drawing on her storytelling experience at The Wall Street Journal, Tesla Motors, and First Round Capital, Camille Ricketts will talk about how to find great stories, develop them, and use them to make real and lasting impact.
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HOW TO TELL A BRAND STORY PEOPLE WILL LOVE [INBOUND 2014]
- 1. #INBOUND14 How to Tell a Brand Story People Will Love
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- 7. #INBOUND14 5 Tactics for Remarkable Storytelling
- 8. #INBOUND14 Know Your Audience
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- 11. #INBOUND14 How did this happen?
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- 21. #INBOUND14 Positioning is Everything
- 22. #INBOUND14 You can't be everything to everyone, but you can be something great for someone. “
- 23. #INBOUND14 For(target customer) Who(statement of need or opportunity), (Product name) is a(product category) That(statement of key benefit). Unlike(competing alternative) (Product name)(primary differentiation).
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- 25. #INBOUND14 ForWold Wide Web users Who enjoy books, Amazonis aretail bookseller Thatprovides instant access to millions of books. Unlike traditional book retailers, Amazon provides an extraordinary experience, low prices and comprehensive selection.
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- 28. #INBOUND14 instant enjoy traditional effortless enchant nostalgia Make reading easyand enchanting — the way you rememberit being.
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- 30. #INBOUND14 Find Your Hero
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- 32. #INBOUND14 1 2 3 Make a loan to farmers in Uganda. Make a loan to farmers in this village. Make a loan to Alice.
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- 42. #INBOUND14 People don’t buy what you do, they buy why you do it. “
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- 49. #INBOUND14 Make it Shareable
- 50. #INBOUND14 1 2 3 To make people think, feel, smile. To define ourselves to others. Positive validation.
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- 56. #INBOUND14 Know Your Audience Nail Your Positioning Find Your Hero Be Authentic Design to Be Shared