Story Telling: What it Means for Your Marketing & How to Sell It

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What do The Matrix, Star Wars Episode IV, Gladiator, The Lion King and Avatar have in common?

They are all fundamentally the same story!

All of them contain the same elements of the monomyth, a hero story arch that has used for thousands of years. You can apply this to you marketing strategy to create stories that help consumers, and help them gain an affiliation to your products.

Published in: Technology

Story Telling: What it Means for Your Marketing & How to Sell It

  1. 1. STORY TELLINGWhat it Means for Your MarketingHow to Sell It
  2. 2. About Me… I’m James Carson I run a Content Strategy consultancy. I work with publishers, brands and agencies. I offer services in Content Strategy & Planning / Relaunches / Social Media / SEO STRATEGY @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com
  3. 3. Story Telling… MARKETING …is this a joke?
  4. 4. What Do These Films… …Have in Common?
  5. 5. A young and often naïve individual… Whose life seems on a defined path…
  6. 6. Encounters something unexpected…
  7. 7. Which forces his life into the unknown…
  8. 8. A mentor shows him the ways of this unknown
  9. 9. There are a series of new challenges…
  10. 10. They overcome a final ‘boss’ and win…
  11. 11. They are absolved and reborn…
  12. 12. A young and often naïve individual Encounters something unexpected Which forces his life into the unknown A mentor shows him the ways of this unknown There are a series of new challenges The hero meets a final ‘boss’ and winsHe gains absolution or reward
  13. 13. Pixar’s 21 Story Rules #4Once upon a time there was ___. Everyday, ___. One day ___. Because ofthat, ___. Because of that, ___. Untilfinally ___.
  14. 14. That’s What These Films… …Have in Common
  15. 15. These Narratives Transcend Time And Nations
  16. 16. The Monomyth
  17. 17. Alright Shakespeare…WTF DOES THIS HAVE TO DO…WITH MARKETING?!?
  18. 18. QUITE A LOT I THINK
  19. 19. What Do These Books… …Have in Common?
  20. 20. ADVERTISING ISDEAD
  21. 21. IT’S THE COMING OF AGE OFCONTENT MARKETING THE HERO WITH A THOUSAND FACES
  22. 22. My name is not… MAXIMUS DECIMUS MERIDIUS I am not the Commander of the Armies to the North
  23. 23. MY STOCK PHOTO IS WHAT CAME UPON GOOGLE IMAGES FOR “SALES REP”AND MY COMPANY IS REALLY BORING
  24. 24. Is It? 260 EPISODES 20 SEASONS 130 HOURS
  25. 25. SELLING MARKETING SOFTWARE
  26. 26. JIM IS BOREDA 28 year old marketer living inLeeds, working for an e-commercemattress supplierCompany of 30, works in a team of3 and is the middle in lineFeels he spends too much time onreporting, not enough time onmarketing
  27. 27. Lack of company understanding of data renders the reporting meaningless ? He only has excel to produce reports, and has had no formal training
  28. 28. Persona Behaviour• Uses Twitter sparingly.• Often on Facebook during work hours. 3-5 hours a week.• Occasionally reads blogs, but doesn’t subscribe to any.• Likes football and going out on weekends.• Unsure of work future and does not have big aspirations.
  29. 29. HOW DO WE SOLVE A PROBLEM LIKE JIM’S? We should set up a blog, and a Twitter, and a Pinterest, and an Instagram!!!
  30. 30. Interrupt And Act As The Mentor HEY LOOK, NO ADS! HE’S ON HERE A LOTAdvertise tutorials & alternativesSurvey his problemsOffer him rewards
  31. 31. Explain Your Solution Get Him Subscribed
  32. 32. Challenges This solution would solve my problems, BUT I don’t know if my bosses would buy into it.DELIVER INFORMATION: It’s just anotherGetting management buy in for our solution tool, there’s noHow to get everyone using our solution real reason for anyone to look at it…
  33. 33. Help him build the case Overcome the boss
  34. 34. I understand these much better than boring reports! I can get a snapshot of key metrics without asking anyone!
  35. 35. FROM… TO…
  36. 36. What’s The ROI On That? AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
  37. 37. NOTHING NEW HERE The Investment Return RelationshipINVESTMENT Action Reaction Nonfinancial Impact FINANCIAL IMPACT
  38. 38. Don’t Sell Tactics Let’s do some infographics! CONSIDERATION
  39. 39. This Doesn’t Happen Much I want an iPad stylus… Woohoo!
  40. 40. A Story About What I Did… I want an iPad stylus but know nothing about them There’s always too much choice online… I need to talk to someone…
  41. 41. Bricks and Mortar… The Apple Store will sell them… Sorry we don’t sell them, but Selfridges do…
  42. 42. £30… they’ll be cheaper online
  43. 43. Hmmm…. Toomuch choice Okay… now I know what to get…
  44. 44. We Rarely Behave Like This I want ££ something… Search Conversion So I’d Rather Not Sell That Way…
  45. 45. Sell A Vision AWARENESS 10% INCREASE IN AD SPEND TO DELIVER 15% PAID TRAFFIC INCREASE 100% INCREASE IN ORGANIC CONSIDERATION WEBSITE TRAFFIC IN 3 MONTHS CONVERSION 50% INCREASE IN BASIC SUBSCRIPTION CONVERSION 25% INCREASE IN ADVANCED LOYALTY SUBSCRIPTION CONVERSION CREATION OF MEASURED ADVOCACY ADVOCACY PROGRAM (30 BRAND AMBASSADORS)
  46. 46. And Strategy For The Vision AWARENESS FACEBOOK AND GOOGLE ADS SETUP AND MANAGEMENT SALES CALL WHITE PAPER ONLINE CHAT CONSIDERATION ARTICLES WHITE PAPER UX IMPROVEMENT CONVERSION SUPPORT THE SALES PROCESS LOYALTY REWARDS FOR RENEWAL COMMUNITY MANAGEMENT ADVOCACY
  47. 47. The Monomyth
  48. 48. THIS DOG IS THOUSANDS OF YEARS OLD HE JUST HAS SOME NEW TRICKS
  49. 49. THANK YOU ASK ME ANYTHING (WELL, NOT ‘ANYTHING’)

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