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What is a Core Story by BX Rising Leader Team 102012

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What is a Core Story by BX Rising Leader Team 102012

  1. 1. Rising Leaders Group Project 2012 introducing Do You Know Your Core Story?
  2. 2. Group Members Teresa Breckenridge Dave Askew Joe Beatty Jay Amstutz
  3. 3.  Balance  Symmetry  Energy  Positive Results  Stability WHAT IS A STRONG CORE? SALES
  4. 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. 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. 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. 7. Where do you find your Core?
  8. 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. 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. 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. 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. 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. 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. 14. If you build it, they will buy! CONCLUSION
  15. 15. What’s Your Message?QUESTIONS? What is your Core Story?

Hinweis der Redaktion

  • Teresa – Kick off – Each Team Member introduces themselves
  • Teresa will lead in with analogy of Core Premise
  • Alex? Take this slide
  • Jay
  • Joe?
  • Jay

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