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How to-make-a-good-story

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Presentation for Masters of Business Online 2010 in Indianapolis.

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How to-make-a-good-story How to-make-a-good-story Presentation Transcript

  • How To Make Your Story Not SUCK! Don Schindler, AgencyND
  • Blowing
  • If your marketing fails, blame everything.
  • If your marketing fails, blame everything. • Strategy
  • If your marketing fails, blame everything. • Strategy • Tactics
  • If your marketing fails, blame everything. • Strategy • Tactics • Media Buy
  • If your marketing fails, blame everything. • Strategy • Tactics • Media Buy • Target Audience
  • If your marketing fails, blame everything. • Strategy • Tactics • Media Buy • Target Audience • Competition
  • If your marketing fails, blame everything. • Strategy • Tactics • Media Buy • Target Audience • Competition • Product, Price, Placement, Promotion, People
  • Boss
  • Blank Check
  • That Story is Awful!
  • • I am so smart, SMRT
  • Too Many Moving Parts
  • Story is the Boss
  • • Benefits For Target Audience Story is the Boss
  • • Better than Competition • Benefits For Target Audience Story is the Boss
  • • Better than Competition • Benefits For Target Audience Story is the Boss • We are the Solution to their Problem
  • Boss Approval = Crap
  • • So how is this presentation going? • A. I wish I would have sat near the door so I can just sneak out. • B. Will people know I’m faking my coughing fit to get out the door? • C. Eh. • D. I tweeted about it but my friends think I’m whacked out of my head. Stories are not just facts.
  • Our brains are wired for emotions, senses and language - not numbers.
  • We love:
  • We love: • mysteries
  • We love: • mysteries • jokes
  • We love: • mysteries • jokes • romance
  • We love: • mysteries • jokes • romance • hero
  • • Basic Building Blocks of Story:
  • Exposition • Set the scene (quickly)
  • Conflict • THE HOOK - get to the problem
  • Rising Action • Keep Them Hooked with Speed
  • Climax • In or Out of the Boat • Everything comes to a head
  • Resolution • You Got Them. • Resolution and Recount.
  • What To Do:
  • What To Do: • Get the facts.
  • What To Do: • Get the facts. • Rip away marketing fluff.
  • What To Do: • Get the facts. • Rip away marketing fluff. • Write different stories.
  • What To Do: • Get the facts. • Rip away marketing fluff. • Write different stories. • Hook, exposition, conflict, rising action, climax, denouement.
  • Don Schindler • Stop blowing crap in your face. • Get The Story Factor by Annette Simmons. • Blogs.nd.edu/ donschindler • Twitter: @donschindler • don.schindler@nd.edu