The power of language is indisputable, and story is what language has led to. The right story composed of the right language is irresistible. Triggers, Tales, and Turnoffs details the history of language- from ancient roots to modern marketing- alongside actionable advice on how to improve what you write to bring home bigger and better bids and drive more leads than ever. This presentation captures the complete picture of communication specific to the marketing context as we know it and connects that to the specifics of individual stories and how they connect and convert. It also ties the root of marketing words to general market positioning principles for a practical and educational experience complete with a lesson for all writers and those who hire them. Join us for a jaunt through the history of writing and how it has laid the foundation for content-driven conversion, as well as what outcomes that has led to for modern businesses. Delivered by RedShift Writers Founder Daniel J. Cohen at #IS2015.

1. #IS2015 @mrdancohen
TRIGGERS, Tales and Turnoffs
Emotion + Stories + Sales + Words + Content + Volume + Hypnosis + Writer’s Spirit + Research + Reading + Writing +
Conversion + Language + Visualization + Culture + Understanding + Greatness + @mrdancohen + Triggers + Tales + Turnoffs +
Love + Details + Media + Excellence + Resilience + Knowledge + Education + Workshops + Speeches + Hidden Secrets

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CONVERSION!

3. #IS2015 @mrdancohen
Sir Richard Paget,
2nd Baronet.
Nice to meet you.

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5. #IS2015 @mrdancohen

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"Thomas Bresson - Foudre-4 (by)" by Thomas Bresson - Eclairs. Licensed under CC BY 2.0
via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:Thomas_Bresson_-
_Foudre-4_(by).jpg#/media/File:Thomas_Bresson_-_Foudre-4_(by).jpg

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"Bacon". Licensed under CC BY-SA 3.0 via Wikimedia Commons -
https://commons.wikimedia.org/wiki/File:Bacon.jpg#/media/File:Bacon.jpg

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"1993 Rolls Silver Spur II MPW Limo" by Mr.choppers - Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons -
https://commons.wikimedia.org/wiki/File:1993_Rolls_Silver_Spur_II_MPW_Limo.jpg#/media/File:1993_Rolls_Silver_Spur_II_MP
W_Limo.jpg

10. #IS2015 @mrdancohen
"2012 Suedchinesischer Tiger" by J. Patrick Fischer - Own work.
Licensed under CC BY-SA 3.0 via Wikimedia Commons -
https://commons.wikimedia.org/wiki/File:2012_Suedchinesisc
her_Tiger.JPG#/media/File:2012_Suedchinesischer_Tiger.JPG

11. #IS2015 @mrdancohen

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The mouth
physically
imitates the
definition of
the words it
speaks.

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Agent
Agency
ScenePurpose
Act
Meet the Pentad
Attitude

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Houston IMA
(Schedule)
Museum, TodayConversion
#IS2015
#IS2015 Pentad
Professional

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Me
Presentation
Stage, NowStories
TTT
Meet the Moment
Education

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Shopper
Online
Shopping
Computer or
Device, Anytime,
Anywhere
Deal,
Speed,
Price
Purchase
Online B2C
Instant
Gratification

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Decisionmakers
Online
Shopping
Computer or
Device, Probably
at Work
ROI and
Convenience
Purchase
Online B2B
Performance

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Decisionmakers
Tradeshows
Phone,
Gatherings
ROI and Trust
Purchase
Traditional B2B
Convenience
/ROI

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B E
G
I

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B E
G
I
Every Action Movie Ever

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B E
G
I
Every Rom-Com Movie Ever

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B E
G
I
Rob Zombie Films

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Credibility and
validity in context
of audience, lead
to believability
and a willingness
to convert.

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Sound
Credibility
Sound
Narrative

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B E
G
I
Apple’s 1984

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Hero (Apple)
Uprising
1984, Orwellian
Universe
Freedom
Defiance
Apple 1984 Hero PentAd Point
Revolution

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Buyer
Niche
Movement
WorkshopValue and
Capabilities
Purchase
Apple 1984 Buyer PentAd Point
Rebellion

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B E
G
I
Apple’s 1984
CTA

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B E
G
I
CTA
CTA CTA
Classic Car Commercial or B2B

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Buyer
Shopping
Computer or
Device, Probably
at Work
ROI and
Convenience
Purchase
Sales Feature Benefit PentAd Point (Buyer)
Service

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Item
Execution
Computer or
Device, Probably
at Work
Delivering
Sale
Sales Feature PentAd Point (Seller)
Service

32. I
B E
Avoiding
Future IssuesGood Job
Suspension
Storified Email Campaign

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Gestures
led to…
Language
which developed into…
Narrative
via…
Plot Points
"Marc Trestman" by Jim Larrison -
https://www.flickr.com/photos/larrison/14896117516/in/set
-72157646458913082. Licensed under CC BY 2.0 via
Wikimedia Commons -
https://commons.wikimedia.org/wiki/File:Marc_Trestman.jpg
#/media/File:Marc_Trestman.jpg

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By KlioKlein (Own work)
[GFDL
(http://www.gnu.org/co
pyleft/fdl.html) or CC BY-
SA 3.0
(http://creativecommon
s.org/licenses/by-
sa/3.0)], via Wikimedia
Commons
Congruence
CONVERTS!

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IMPLICATION

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Tone

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Structure

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B E
G
I
Today’s Presentation CTA

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Analysis

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