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Story telling presentation on seth godin book 092710

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

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

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  • 1. Story Telling
    Based upon the book
    All Marketers Are Liars/Tell Stories
    By Seth Godin
    Bill Barr
    0
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
  • 2. Seth’s Premise
    “We don’t need what you sell, friend, we buy what we want.”
    “Stories let us lie to ourselves. And those lies satisfy our desires.”
    “It’s the story, not the good or service you actually sell, that pleases the customer.”
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    1
  • 3. What Seth Says
    Great Stories are:
    True
    Make a Promise
    Trusted
    Subtle
    Happen Fast
    2
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
  • 4. What Seth Says
    Great Stories
    Don’t Appeal to Logic
    Do Appeal to our Senses
    Rarely Aimed at Everyone
    Don’t Contradict Themselves
    Agree With Our Worldview
    3
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
  • 5. The Marketing Opportunity
    Find a neglected worldview
    Frame a story that focuses on it
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    4
  • 6. CMO Worldview
    Something/One else is King
    Competition
    Market Share
    Social Media
    Growth
    Global
    New Products/Offerings
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    5
  • 7. CMO Worldview
    Everything is a commodity
    You have to be outrageous to win
    Media Advertising is dead
    You have to embellish to win
    Sales and Marketing don’t get along
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    6
    7 person bike actually works
  • 8. Telling Stories
    “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.”
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    7
    REMARKABLE!
  • 9. CMOs- Sales and Marketing Don’t Get Along
    Hurts - Problems, Challenges, Missed Chances
    Leads
    Leads are criticized as worthless by sales
    Not enough leads generated to satisfy sales
    Sales don’t track Marketing Leads to measure effectiveness
    Sales uses ineffective techniques to turn leads into prospects
    Sales won’t give up success stories
    Sales won’t tell us what the customer wants
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    8
  • 10. Ideal State – Future Vision
    Marketing and Sales work together to produce meaningful stories for both to use
    Marketing in lead generation
    Sales in prospecting
    Marketing and Sales have a common framework for creating stories that address worldview issues of their prospects
    A common framework allows both Marketing and Sales to measure results/effectiveness of lead generation activities
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    9
  • 11. Numbers – Measurement/Metrics
    Lead follow up by sales increases from 25% to 75%
    Lead conversions to prospects improves from 10% to 40%
    Lead to customer ratios improve from 2% to 20%
    New customer acquisition improves from 15% to 25%
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    10
  • 12. Knowledge – Product/Service Offering
    B2B Learning Games from $ales Candy
    Training with a fun factor built in
    Training that is “Sticky”
    Learning Games provide up to 90% learning retention vs. instructor-led training (25%) or eLearning (25%) or blended ILT and eLearning (50%)
    Learning Games are more cost effective
    Less time away from work
    Lower cost of the training program
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    11
  • 13. Success Story Elements
    Title – Job/Function
    Hurt - Problem/Challenge/Missed Chance
    Ideal State – Future Vision
    Numbers – Measurement/Metrics
    Knowledge – Product/Service Offering
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    12
    The THINK System
  • 14. You Can Help!
    Field Testing Underway – be a part of something new
    Free Learning Event
    Fun Experience
    Résumé Bullet
    Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
    13
    B2B Sales Games
    The Sweet Taste of Success!
    Bill Barr
    bbarr@salescandy.com