Storytelling

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Digital media means business decision makers are increasingly bombarded by information through multiple channels. So how do you make your message stand out, make it coherent and make it draw in your target audience?

Stan Woods will show how business brands are increasingly focusing on storytelling techniques to drive deeper engagement with prospects, utilising a variety of channels to deliver a compelling and persuasive experience - in particular video and rich media. He will also provide practical guidance on how to leverage storytelling techniques for your marketing.

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Storytelling

  1. 1. IT WAS A DARKAND STORMY NIGHT…What B2B stories are and howto bring them to lifewww.b2bmarketing.net
  2. 2. “ THE US WILL LAND A MAN ON THE MOON AND RETURN HIM SAFELY TO THE EARTH BY THE END OF THE DECADE.”
  3. 3. “ set sail on this new sea because there We is new knowledge to be gained, and new rights to be won, and they must be won and used for the progress of all people. For space science has no conscience of its own. Whether it will become a force for good or ill depends on man, and only if the United States occupies a position of pre-eminence can we help decide whether this new ocean will be a sea of peace or a new, terrifying theater of war. choose to go to the Moon. We choose to We go to the Moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are unwilling to postpone, and one which we intend to win…” JFK
  4. 4. IF JFK HAD BEENA B2B MARKETER“Our mission is to be a world leader in unique, innovative lunar-oriented exploration solutions that result in end-to-end, two-way success initiatives within a ten-year time frame.”
  5. 5. A COMPANY CAN’T‘OWN’ ITS FACTS.If the company’s facts (speed,price, quality) are superior tothe competition, any goodcompetitor will duplicate them,or worse, improve upon them,as soon as possible.What a company can own,however, is a personality.”Mark Benioff, CEO, Salesforce.com
  6. 6. “ SSENTIALLY, A STORY E EXPRESSES HOW AND WHY LIFE CHANGES.” Robert McKee
  7. 7. “ SSENTIALLY, A STORY E EXPRESSES HOW AND WHY LIFE CHANGES.” Robert McKee
  8. 8. BE HUMAN
  9. 9. PROGRESSION:THE HISTORY/MYTH APPROACHWWW-03.IBM.COM/IBM/HISTORY/IBM100
  10. 10. PROGRESSION:THE B2BWORLDVIEWTRYPTYCH• et your protagonist up a tree G• Throw rocks at him• et your protagonist down G from the tree
  11. 11. PROTAGONIST /ANTAGONIST
  12. 12. PASSION:“ EOPLE DON’T BUY P WHAT YOU DO, THEY BUY WHY YOU DO IT.” Simon Sinek
  13. 13. STORIES ARE ASCLOSE AS WE GETTO HOW THE HUMANBRAIN MAKES SENSEOF THE WORLD
  14. 14. STORYTELLINGBEGINS WITH WHY(NOT WHAT?) WHY HOW WHAT
  15. 15. CONFLICT
  16. 16. RESOLUTION / TRANSFORMATION
  17. 17. SALESFORCE’S FUTURE STORY YOUR SOCIAL ENTERPRISE STARTS HERE. An Introduction for sceptical strategists
  18. 18. SOCIAL SUCCESS
  19. 19. “PEOPLE DON’T WANT MORE INFORMATION. They are up to their eyeballs in information. They want faith. Faith in you, your goals, your success, the story you tell. Once people make your story their story, you have tapped into the powerful force of faith” Annette Simmons, The Story Factor
  20. 20. MARTIN LUTHER KING“GAVE THE I HAVE A DREAM SPEECH, NOT THE I HAVE A PLAN SPEECH.” Simon Sinek
  21. 21. STAN WOODSstan@velocitypartners.co.ukTwitter: @velocitytweetswww.velocitypartners.co.uk

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