Story telling presentation on seth godin book 092710

977 views
895 views

Published on

A review of Seth Godin's book All Marketers Are Liars/Tell Stories with a framework for Success Stories

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
977
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Story telling presentation on seth godin book 092710

  1. 1. Story Telling<br />Based upon the book<br />All Marketers Are Liars/Tell Stories<br />By Seth Godin<br />Bill Barr<br />0<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />
  2. 2. Seth’s Premise<br />“We don’t need what you sell, friend, we buy what we want.”<br />“Stories let us lie to ourselves. And those lies satisfy our desires.”<br />“It’s the story, not the good or service you actually sell, that pleases the customer.”<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />1<br />
  3. 3. What Seth Says<br />Great Stories are:<br />True<br />Make a Promise<br />Trusted<br />Subtle<br />Happen Fast<br />2<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />
  4. 4. What Seth Says<br />Great Stories<br />Don’t Appeal to Logic<br />Do Appeal to our Senses<br />Rarely Aimed at Everyone<br />Don’t Contradict Themselves<br />Agree With Our Worldview<br />3<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />
  5. 5. The Marketing Opportunity<br />Find a neglected worldview<br />Frame a story that focuses on it<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />4<br />
  6. 6. CMO Worldview<br />Something/One else is King<br />Competition<br />Market Share<br />Social Media<br />Growth<br />Global<br />New Products/Offerings<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />5<br />
  7. 7. CMO Worldview<br />Everything is a commodity<br />You have to be outrageous to win<br />Media Advertising is dead<br />You have to embellish to win<br />Sales and Marketing don’t get along<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />6<br />7 person bike actually works<br />
  8. 8. Telling Stories<br />“Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow. You must go to the edges.”<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />7<br />REMARKABLE!<br />
  9. 9. CMOs- Sales and Marketing Don’t Get Along<br />Hurts - Problems, Challenges, Missed Chances<br />Leads<br />Leads are criticized as worthless by sales<br />Not enough leads generated to satisfy sales<br />Sales don’t track Marketing Leads to measure effectiveness<br />Sales uses ineffective techniques to turn leads into prospects<br />Sales won’t give up success stories<br />Sales won’t tell us what the customer wants<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />8<br />
  10. 10. Ideal State – Future Vision<br />Marketing and Sales work together to produce meaningful stories for both to use<br />Marketing in lead generation<br />Sales in prospecting<br />Marketing and Sales have a common framework for creating stories that address worldview issues of their prospects<br />A common framework allows both Marketing and Sales to measure results/effectiveness of lead generation activities<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />9<br />
  11. 11. Numbers – Measurement/Metrics<br />Lead follow up by sales increases from 25% to 75% <br />Lead conversions to prospects improves from 10% to 40%<br />Lead to customer ratios improve from 2% to 20%<br />New customer acquisition improves from 15% to 25%<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />10<br />
  12. 12. Knowledge – Product/Service Offering<br />B2B Learning Games from $ales Candy<br />Training with a fun factor built in<br />Training that is “Sticky”<br />Learning Games provide up to 90% learning retention vs. instructor-led training (25%) or eLearning (25%) or blended ILT and eLearning (50%)<br />Learning Games are more cost effective<br />Less time away from work<br />Lower cost of the training program<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />11<br />
  13. 13. Success Story Elements<br />Title – Job/Function<br />Hurt - Problem/Challenge/Missed Chance<br />Ideal State – Future Vision<br />Numbers – Measurement/Metrics<br />Knowledge – Product/Service Offering <br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />12<br />The THINK System<br />
  14. 14. You Can Help!<br />Field Testing Underway – be a part of something new<br />Free Learning Event<br />Fun Experience<br />Résumé Bullet<br />Copyright © 2010 Handel Barr Learning Inc. All rights reserved.<br />13<br />B2B Sales Games<br />The Sweet Taste of Success!<br />Bill Barr<br />bbarr@salescandy.com<br />

×