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SearchLove London 2016 | Bas van den Beld | The Secrets of Storytelling

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“Storytelling” is hot. It’s useful and fun. Yet most marketers fail to make the most out of it. Storytelling is more than just talking about your businesses. It is content marketing combined with psychology. Bas van den Beld will take you on a surprising trip through storytelling land. With great examples of stories combined with neuromarketing, Bas will show you the hidden secrets of storytelling.

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SearchLove London 2016 | Bas van den Beld | The Secrets of Storytelling

  1. 1. @basvandenbeld Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com The secrets of storytelling @basvandenbeld Speaking, Consulting, 
 Publishing, Training Searchlove, 2016
  2. 2. @basvandenbeld
  3. 3. @basvandenbeld
  4. 4. I can’t choose between the different backpacks
  5. 5. @basvandenbeld
  6. 6. @basvandenbeld
  7. 7. @basvandenbeld
  8. 8. @basvandenbeld Attention is a currency
  9. 9. @basvandenbeld We want to convince people our product is best
  10. 10. @basvandenbeld We heard storytelling will do the job
  11. 11. @basvandenbeld
  12. 12. @basvandenbeld
  13. 13. @basvandenbeld We don’t really understand how storytelling works
  14. 14. @basvandenbeld What can the right storytelling do?
  15. 15. @basvandenbeld Stories stick
  16. 16. @basvandenbeld Stories affects the mind
  17. 17. @basvandenbeld @stateofdigitalBas van den Beld – 2016 17 The subconscious mind determines what goes into the conscious mind
  18. 18. @basvandenbeld Stories can change people’s minds
  19. 19. @basvandenbeld A spoon full of story helps the data go down
  20. 20. @basvandenbeld The right story builds trust
  21. 21. 6 stories that help you create the perfect story
  22. 22. @basvandenbeld Story 1: Building Trust
  23. 23. @basvandenbeld
  24. 24. @basvandenbeld Story takeaways ★ You want to build trust ★ People warm to you very quickly if you open your eyes, ears, and heart to their culture ★ Look beyond the obvious and pay attention to details ★ Their past determines how they receive and picture your story ★ The more personal, the better
  25. 25. @basvandenbeld Story 2: Filling in the gaps
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  28. 28. @basvandenbeld Story takeaways ★ People fill in the gaps ★ We all listen to stories in a different way ★ Let your audience be a fly on the wall
  29. 29. @basvandenbeld ★ Break expectations
  30. 30. @basvandenbeld Story 3: Perspective
  31. 31. @basvandenbeld
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  35. 35. @basvandenbeld Story takeaways ★ People have different perspectives ★ Even though you are the expert, it doesn’t mean you are right ★ Metaphors help make a story clearer ★ Context means everything
  36. 36. @basvandenbeld Story 4: The hero and the villain
  37. 37. @basvandenbeld A hero can have many shapes
  38. 38. @basvandenbeld
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  40. 40. @basvandenbeld Story takeaways ★ A story needs a hero
  41. 41. @basvandenbeld You are not the hero, you are Yoda
  42. 42. @basvandenbeld Story takeaways ★ A story needs a hero ★ Make people recognise themselves ★ Find a common enemy
  43. 43. @basvandenbeld
  44. 44. @basvandenbeld Story 5: Your story
  45. 45. @basvandenbeld
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  47. 47. @basvandenbeld Story takeaways ★ Everyone has a story to tell ★ People don’t care about how until they understand why ★ Build suspense
  48. 48. @basvandenbeld Story 6: It doesn’t have to be (about) you
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  50. 50. @basvandenbeld Story takeaways ★ Let others tell your story ★ Delivery is important ★ Bring emotion to the story
  51. 51. @basvandenbeld Bonus story: Papa Johns
  52. 52. Bring it together
  53. 53. @basvandenbeld
  54. 54. @basvandenbeld
  55. 55. @basvandenbeldhttp://answerthepublic.com/
  56. 56. @basvandenbeld
  57. 57. @basvandenbeld Create a story that fits your audience
  58. 58. @basvandenbeld
  59. 59. @basvandenbeld I tweet, share, and write about this stuff. 
 Get regular updates by subscribing here: http://std.al/joinstod Have Bas speak or train at your even or company consult? Get in touch! Bas van den Beld
 www.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital 
 @basvandenbeld Bas teaches public speaking: http://std.al/speakbas

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