Team end of year project defining the marketing of "What is a Core Story" .

1. Rising Leaders Group Project
2012
introducing
Do You Know Your Core
Story?

2. Group Members
Teresa
Breckenridge
Dave
Askew
Joe
Beatty
Jay
Amstutz

3.  Balance
 Symmetry
 Energy
 Positive Results
 Stability
WHAT IS A STRONG CORE?
SALES

4. WHAT IS A CORE STORY?
CORE
STORY
Connect
w/Decision
Makers
Shorten Sales
Cycle
Attract
Qualified
Prospects
Increase
average
transaction
value
Complete less
on price
Close More
Sales
Opportunities
Your Core Story is your central brand message
and the basis of all your communication.

5. TheAimofUsingaCoreStory  Close any gap there might be between your
brand’s external image and your company’s
internal identity and ultimately building your
brand’s value.
 Your story should be relevant and appealing
to all of your stakeholders
 Draw them in to want to connect with
you, your brand, and your company

6.  A Platform for basing the rest of your
storytelling
 Consistency in communicating your
brand/mission/values
 Stakeholders easily drawn to connect with you
 Alignment, enhancement and communicating
your marketing and communication strategy
 You stand out from your competition
 A way to engage your stakeholders in the brand
story, resulting in more positive psychological
co-creation and word of mouth!
Benefits of the
Core

7. Where do you find your Core?

8. FindingyourCore
 Your core must be authentic – either based
on an authentic personal story (what
motivated you to start the company?)
OR…
 An authentic problem (use fictional characters to
illustrate the problem you are solving through
your services)
Be AUTHENTIC

9. A good start on your core story is answering why you got
started in the first place, what your values/mission are.
Typically this is your “About” page on your website.
Finding your Small
Business Core

10. For a bigger/older company more people have had an influence on
the brand & have helped co-create the brand through interacting
with it. Listening to stakeholders, customers, employees about their
experiences with your brand can assist in creating an authentic co-
created story about internal culture & external experiences.
Finding your Bigger
Business Core

11. What the Core Story Does
DOES DOESN’T
Educate Talk features & benefits
Serve as the foundation for sales & marketing Serve as a silver bullet
Serve as an access vehicle Sell your product or service directly
Use research relevant to the audience Cover every little point
Address pain points specific to the audience Tell about you
Provide research that is interesting to the
audience
Attempt to be riveting to you personally
Position you indirectly Tell the audience what to conclude
Include a Call to Action or an Offer..an
invitation to continue the relationship
Pitch products or services in your tag end
Lead the audience to realize:
1. They have a problem
2. Solutions are available
3. Not all solutions are viable
Resort to typical sales approach:
1. Sell your company
2. Sell your service or product
3. Explain why you are awesome

12. STEP 1: RESEARCH YOUR INDUSTRY
over a 30 year period. Notice trends no
one else has spotted.
Steps to Building your Core
STEP 2: Look for BAD NEWS! This is what
motivates. Especially bad news that you
might be able to tie to a solution that
involves your product or service.
STEP 3: Manipulation of that data is the
most difficult part. Stack your
info., cross reference the info., blend it
with other info. THIS TAKES TIME
STEP 4: REALLY IMPORTANT – Do NOT
pitch your product until the very end! If
you’ve done a great job, no one will
every say no!

13. The Core Story concept was created and developed by Business Breakthroughs International creator, world famous business expert
Chet Holmes, the idea of a core story actually incorporates several techniques that can help any business; large or small improve
communication with clients and draw in more leads.

14. If you build it, they will buy!
CONCLUSION

15. What’s Your Message?QUESTIONS?
What is your Core Story?