Included in this slide tutorial: Why a unique story doesn’t actually mean you have to be unique (huh?) Two unique story ideas that bombed The missing element that caused these ideas to fail Three steps to creating your unique business story What a billion dollar unique story looks like (it might surprise you) How to find the story no-one’s telling in your industry 5 ways to spy on customer conversations for valuable insight What you need to know about yourself to be unique How to blend your story elements to create your unique angle

1. Video #3: How to Tell a Unique Business Story

2. It’s Not About “Being” Completely
Different / New / Wacky /
Revolutionary

3. You DON’T have to be
“The Accountant On Rollerskates”

4. Products that were completely ‘new’
Yoghurt +
Shampoo

5. Products that were completely ‘new’
Pet food flavours + Water
(for pets)

6. Both produced by trusted companies

7. Both products failed miserably

8. Why?
There was a major missing element...

9. The Missing Element?
Customer Desire

10. 3 Steps to creating a unique business
story (that your customer is actually
interested in)

11. Step 1: What your customer loves / wants
Step 2: What YOU love
Step 3: Blend to find the story no-one in your
industry is telling...

12. How this simple process created a
billion dollar idea...

13. It’s the 80s.

14. 2 comic book cartoonists are looking
for new ideas

15. Their target market?
Teenagers

16. Step 1: At this time in the 80s, what did
teenagers love?

17. The cartoonists kicked around a bunch
of ideas and found 4 main elements...

18. 1: Pizza

19. 2: Ninjas

20. 3: Mutants

21. 4: Turtles

22. Step 2: What were the cartoonists hot
for?

23. Creating comics

24. The result?

25. A Comic
About Teenage Mutant Ninja Turtles
Who love eating pizza

26. Want to find the story no-one’s telling
in your industry?

27. Step 1: What do your customers LOVE
or WANT?
• Part 1: relating to their problem
• Part 2: relating to their lifestyle

28. Part 1: Relating to their problem...
• Less pain?
• More sales?
• Improved business efficiency?
• Clarity?
• A better golf swing?
• Fast delivery?

29. Part 2: Relating to their lifestyle...
• Family
• Community
• Celebrity
• News
• Economy
• Politics
• Business

30. How do you find this stuff out?

31. Spy (nicely) on conversations
Twitter
Forums
Blogs

32. Search YouTube
2012: Parenting Advice - 38 Million
Views
Highlighted hot topics of parenting
teens and social media

33. Your customers
Take them for coffee

34. Step 2: What do YOU love?

35. • Passion
• Skills
• Experience
• Expertise

36. Step 3: Blend to find the story no-one’s
telling in your industry

37. Creating a Unique Business Story
You are They are
A copywriter Small business owners interested in marketing their business.
Mostly female
You LOVE They LOVE
Romance novels Problem:
marketing in an authentic way
Lifestyle:
having fun in their business
• The story no-one is telling?
– The blend of romance novels and authentic marketing
– Fun and flirty marketing

38. Creating a Unique Business Story
You are They are
Supplier of HR and
Payroll software
Small to medium businesses
You LOVE They LOVE
Sales training
Fitness training
Problem:
Improving productivity to
increase profits
Lifestyle:
Excited about the changing
economy for start-ups and
small businesses
• The story no-one is telling?
– Software for the start-up economy
– Software and sales training
– Getting your business fit, efficient and profitable

39. You don’t have to blend ALL the details
together

40. But it will give you a focus to explore
and develop your own unique business
story

41. In Summary...
• You are:
• Your customers are:
• They love / want:
• You love:
• What is the blend of these 2 things that no other “you”
talking about?
• Use this to develop your own unique story

42. Write persuasive marketing copy faster and easier:
www.writewithinfluence.com