How To Grow Your Business by Leveraging The Power of Story Online, Onstage, Onsite. Research has proven that striving for customer or employee satisfaction is no longer enough to produce loyalty and engagement. Only creating emotional connections to something authentic and worth sharing is the key to sustainable success. How do you pierce the noise of a crowded and competitive marketplace to truly connect with your audience? In this presentation we will look at three ways you can use story to engage your audience and grow your business. Understanding the principles of story in modern marketing can help you:
 • Define your authentic story in a way your audience can believe, remember and connect with emotionally. • Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable. • Share your story online in a way that connects and converts customers into advocates. Presented at the Legal Marketing Association and Association of Legal Administrators Business Partner Conference on March 8, 2013 For more information and other topics you can can also contact our Coordinator, Suzi Shirley at 321.297.1594 or email suzi.shirley@lifeworkleadership.org.

1. H O W T O L E V E R A G E
THE POWER OF STORY

2. YOUR STORY COACH
EDDY MORATIN

3. H O W T O L E V E R A G E
THE POWER OF STORY

4. How To Grow Your Business by Leveraging The Power of Story.
Onsite
Define your authentic story in a way your audience can
believe, remember and connect with emotionally.
Onstage
Own a topic and deliver with confidence, presentations your
audience will find meaningful, relevant and sharable.
Online
Share your story online in a way that connects and converts
customers into advocates.

5. Bad News
&
Good News

6. 3 PRINCIPLES
OF LEGAL MARKETING

7. REALITY
WHAT YOU DO

8. PERCEPTION
WHAT YOU SAY

9. REPUTATION
WHAT THEY SHARE

10. A Unique, Distinctive
and Contagious Brand

11. WHAT IF?

12. WHY STORY?

14. Approach the Inmost Cave
Act 2: Ordeal
Joseph Campbell’s Hero’s Journey
Reward
Test, Allies and Enemies
YOUR STORY
Crossing the Threshold
Meeting the Mentor
Road Back
Refusal of the Call
THE
Y R
TO
IR
Resurrection
DS
STO
AN
RY
BR
Call to Adventure
Act 1: Ordinary World Return with the Elixir Act 3:

15. Circle of Information Word of Mouth Print

16. INFORMATION OVERLOAD
48 hours
2.1
VIDEO UPLOADS
571 websites
28,125 blog posts
EVERY MINUTE GENERATE
47,000 app
DOWNLOADS FROM APPLE
34,722 likes
175,000 tweets
B I L L I O N
i n t e r n e t u s e r s 700, 000 messages
2,000,000 queries
174,000,000 emails

17. SOAPBOXING CIRCA 1902
1. Tell the Story 2. Own a Topic 3. Master the Journey

18. this is the realm of...
Great
Few
companies
companies
tell you...
can tell you...
WHY
Most companies
can tell do
they you...
HOW what they do
WHAT
the way they do it.
they do WHAT they do,
they do.
differently.

19. Tom Page

20. Story
20X > Facts

21. CLASSIC STORY STRUCTURE
Approach the Inmost Cave Ordeal
Reward
Test, Allies and Enemies
Crossing the Threshold
Meeting the Mentor
Road Back
Core Story
Refusal of the Call
Resurrection
Call to Adventure
Act 1: Ordinary World Return with the Elixir Act 3:
Their Story Brand Story

22. 

23. Great stories communicate values in a way we can
understand and engage with our emotions.


24. 
Great brands are built on clear values and an
emotional connection with the customer.

25. Classic Story Structure in Film
The
Ten Commandments

26. THE CORE STORY
Their Story • Your Story • Brand Story

27. Part 1: Their Story
Establish affinity with your customers by communicating their reality more clearly than they can.
1. CUSTOMER
2. CONTEXT
3. CRISIS Core Story
THE
IR
STO
RY
4. CHOICES
5. COMMON

28. Meaning is in Demand
SIGNIFICANCE
SUCCESS
SURVIVAL

29. “For the People”

30. What does your firm
stand for?

31. Onsite
Define your authentic story in a way your audience
can believe, remember and connect with
emotionally.
Inspire your team to perform at a level that fulfills
the brand promise.
Most Important Job Title: Chief Storyteller

32. H O W T O L E V E R A G E
THE POWER OF STORY

33. How To Grow Your Business by Leveraging The Power of Story.
Onsite
Define your authentic story in a way your audience can
believe, remember and connect with emotionally.
Onstage
Own a topic and deliver with confidence, presentations your
audience will find meaningful, relevant and sharable.

35. H O W T O L E V E R A G E
THE POWER OF STORY

36. A WHOLE NEW MIND by Daniel Pink
Analytical Emotional
Linear Abstract
Logical Creative
Numerical Spacial
Linguistic Intuitive
VALUE CREATION
Science Design
Programming Story
Medical Play
Legal Empathy
Engineering Symphony
Administration

37. HAVE SOMETHING
GOOD TO SAY,
SAY IT WELL
AND SAY IT OFTEN.
- JIM ROHN

38. Facts don’t sell.

39. They don’t
believe you.

40. THE FACT IS...
I CAN ARGUE WITH YOUR FACTS
BUT NO ONE CAN ARGUE WITH YOUR
Story
Holistic • Emotional • Values • Meaning • Integrated

41. Charlie Gray

42. Approach the Inmost Cave Act 2: Ordeal
Reward
Test, Allies and Enemies YOUR STORY
Crossing the Threshold
Meeting the Mentor
Road Back
What Does Your
Core Story
Brand Stand For?
Refusal of the Call
THE
THE
Y
Resurrection
4. MESSAGE
IR
R
R
TO
STO
STO
DS
R
RY
AN
BR
Call to Adventure
Ordinary World Return with the Elixir
Act 1: Act 3:

43. “The brand is a lagging indicator
of the company’s culture.”
- Tony Hsieh, CEO of Zappos
from his book “Delivery Happines”.
AUTHENTIC RAW MATERIAL
The Founder’s Journey
Chief Executive Officer
Great Employee Profiles
Awards and Reviews
Strategic partners
Customer Success Stories
The Product
Milestones

44. Part 2: Your Story
Create alignment between the brand promise and employee performance with a unifying corporate storyline.
1. SETTING
YOUR STORY
2. STRUGGLE
3. SECRETS Core Story
THE
IR
STO
RY
4. SUCCESS
5. SOLUTION

45. Keynote Shortcuts
1. Introducing
2. Relating
3. Unveiling
4. Explaining
5. Preparing
6. Unleashing

46. Elevator Pitch
Your Category
Their Problem
Your Solution
Their Benefit

47. Time • Place • Action

48. H O W T O L E V E R A G E
THE POWER OF STORY

49. Break

50. H O W T O L E V E R A G E
THE POWER OF STORY

51. How To Grow Your Business by Leveraging The Power of Story.
Onsite
Define your authentic story in a way your audience can
believe, remember and connect with emotionally.
Onstage
Own a topic and deliver with confidence, presentations your
audience will find meaningful, relevant and sharable.
Online
Share your story online in a way that connects and converts
customers into advocates.

52. Imagine that you have arrived at a theater where the stage is set but the actors
have not yet made their appearance. You can anticipate a lot about the play just by
looking at the set. It is bright and cheerful? Dark and gloomy? Modern, traditional
or old-fashioned? Before the actors have even opened their mouths, you have
formed a pretty strong impression of what’s to come.
“I like to use this metaphor to explain the role of institutional marketing at a law
firm,” said Norm Rubenstein. “The lawyers are the actors – the individuals who
‘make the sale’ of legal services. The marketers are the set designers and directors
– the individuals who set the stage and orchestrate the process in order to facilitate
the ‘sale’ of legal services.
“If a law firm’s marketers are doing their jobs right,” said Rubenstein, “potential
clients have formed a pretty strong positive impression of a firm, practice group or
lawyer before they even start to ‘talk business.’ If they are not doing their jobs,
potential clients will have no impression at all – or will be swayed by the
impressions of others.”
- Norm Rubenstein, former National President of the
Legal Marketing Association.

53. CUSTOMER BUYING JOURNEY

54. So Lo Mo Vi

55. Social

56. Local

57. Mobile

58. Video

59. THE GAP
81 8
% %
Outside Inside
Image Identity
Perception Reality
CEO’s Customers

60. THE MISSING LINK
A
3

61. Authenticity
Photograph by Phillip Toledano for Fast Company article: Invincible Apple 10 Lessons from the Coolest Company Anywhere by Farhad Manjoo, July 1, 2010
http://www.fastcompany.com/magazine/147/apple-nation.html

62. Alignment
Leadership Promise Experience

63. Affinity

64. THE MISSING LINK
Authenticity
A
3
Alignment
Affinity

65. Bridge the Gap
Your Story Their Story
Brand Story

66. THE CORE STORY
Their Story • Your Story • Brand Story

67. Part 1: Their Story
Establish affinity with your customers by communicating their reality more clearly than they can.
1. CUSTOMER
2. CONTEXT
3. CRISIS Core Story
THE
IR
STO
RY
4. CHOICES
5. COMMON

68. Part 2: Your Story
Create alignment between the brand promise and employee performance with a unifying corporate storyline.
1. SETTING
2. STRUGGLE YOUR STORY
3. SECRETS Core Story
THE
IR
STO
RY
4. SUCCESS
5. SOLUTION

69. Part 3: Brand Story
Communicate authentically by adhering to a story archetype.
1. PROMISE YOUR STORY
2. PERSONALITY Core Story
Y
THE
R
TO
IR
DS
STO
AN
RY
BR
3. POINT OF VIEW

70. The destiny of the world is determined
less by the battles that are lost and
won than by the stories it loves and
believes in.
—Harold Goddard

71. Recommended Reading
“Storytelling: Branding “The Hero and the “The Leaders Guide to “The Secret Language
“The Power of Story”
in Practice” by Fog, Outlaw” by Mark and Storytelling” by of Leadership” by
by Jim Loehr
Budtz and Yakaboylu Pearson Stephen Denning Stephen Denning
eddy@eddymoratin.com

72. H O W T O L E V E R A G E
THE POWER OF STORY