The Keys to Better Brand Storytelling
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This presentation puts the spotlight on why storytelling matters, the keys to creative compelling stores, and different approaches to making storytelling part of how marketing and sales are done.
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The Keys to Better Brand Storytelling
- 1. Hi, I’m Mark
- 2. Hi, I’m Mark I’m a Fractional CMO for B2B and SaaS Companies
- 3. I’m good at brand positioning, strategic planning, and overseeing tactical execution.
- 4. But what I really do is help companies do better marketing.
- 5. And one of the ways to make that happen is…..
- 7. BUT THERE’S A PROBLEM WITH STORYTELLING
- 8. ….many companies struggle with bad (or no) storytelling
- 9. Why?
- 10. Product-Centric
- 11. Feature-Centric
- 12. But prospects and customers don’t care about your product or features.
- 13. They care about themselves
- 15. “Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin
- 16. A sequence of events that we can’t predict
- 17. Anything that engages, educates, entertains, encourages, and excites.
- 18. Why does storytelling matter to you? (why are you here?)
- 19. Poll • I know storytelling is important but not sure how to leverage it. • I’m trying to be a storyteller but having trouble making it work. • I heard it was the thing to do. • I don’t believe the hype but open to hearing otherwise.
- 24. People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.
- 27. Stories make the complex simple
- 29. Stories make people do things
- 30. REACTIONS
- 31. TRANSACTIONS
- 34. STORIES MATTER
- 35. According to a Stanford study, stories are up to 22X more memorable than facts and figures alone.
- 38. Let me show you how easy it is….
- 42. “Storytelling is a way of thinking.” - Jordan Bower
- 44. EVERYONE HAS TO BE A STORYTELLER
- 45. Marketing
- 46. Salespeople
- 48. Employees
- 51. The story isn’t what matters… it’s what the story CREATES that matters: emotion.
- 52. PEOPLE MAKE DECISIONS BASED ON EMOTIONS
- 59. Informed Productive Rich Excited Motivated Proud Efficient Healthy Smarter Confident Innovative Delight Happy Successful Educated Joyful Satisfied Relieved Amused Awed Inspired Loved Grateful Curious Hopeful How does your brand or product make people feel?
- 61. “Capturing life’s most exciting moments and sharing them with others.” – Suzanne Watson
- 65. word stories (A mini-company description)
- 67. Organize your favorite things
- 71. It’s how people meet.
- 77. STORYTELLING THEMES Origin Stories Stories About Your Challenges Stories About You & What You Think Stories About Your Customers Stories About Your Employees Success Stories
- 78. Origin Stories
- 83. Challenges
- 87. Stories about your customers or being a customer
- 89. Stories By Your Customers
Hinweis der Redaktion
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- Their marketing is bland, uninspiring, product and feature-heavy. It’s boring.
- Sticky notes
- Think about how much information and content we’re consuming and processing every day Think about how smartphones make it so easy to consume at all times – waiting in lineups, in bed, etc.
- People remember stories, they don’t remember facts or numbers.
- Paul Smith on a photograph taken by Chris Gug (Goog)
- The blue coating on our gas turbine blades, pictured here, is more than #industrialart. 374K followers.
- There’s a belief that we’re thinking that machines that feel…..
- https://inkbotdesign.com/emotional-storytelling/
- The company was founded by Nick Woodman in 2002 after a surf trip to Australia where he was hoping to capture high-quality photos of his surfing. Woodman initially raised a portion of the money for his company by selling bead and shell belts for under US $20 out of his VW van.
- Salesforces’ Ohana (“family”), which share photos of happy employees—doing cool, fun and interesting things #SalesforceOhana across social media platforms https://www.instagram.com/salesforcejobs/