The Power of Story


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The Power of Story

  1. 1. 12/5/2012 ONCE UPON A TIME… WHO ARE SOME OF THEG R E A T E S T S T O RY T E L L E R S ? Twain Poe Grisham King Spielberg Lucas Seinfeld Tina Fey Steve JobsTHE ROLE OF A STORY 1
  2. 2. 12/5/2012STORIES SURROUND US MUSICAL STORIES *Boy Named Sue *In the Ghetto *Cats in the Cradle *Copacabana *The Devil Went Down to Georgia *Elenor Rigby *TaxiW H Y I S S T O RY T E L L I N G U S E D I N THE MARKETING WORLD? A good story has impact We remember the journeyWhen you show rather than tell, we are engaged 2
  3. 3. 12/5/2012 Tell me and Ill forget. Show me and Ill remember. Involve me and Ill understand. - Confucius REIS SHOW VS THE COMPETITION’S TELL Zoic Ether Short
Ripstop nylon shell and removable Assaultliner with Zo-wick Chamois. Side adjustable elastic waist with Velcrotabs, two zippered hand and two cargo pockets. 11" inseam. New! Dont let the casual look fool you—these are seriousshorts
On the surface, theyre rugged, stretchy nylon/Lycra spandexshorts with a laid-back look. But look inside, a wicking mesh liner andgel chamois add serious comfort. Import. 3
  4. 4. 12/5/2012 4
  5. 5. 12/5/2012 W HER E D O S TOR IES FIT IN TODAY’ S TECHNO CRAZED WORLD Brain has evolved slower than technology We look for logic and connection Stories break through the noise We connect better through emotion Stories help us belong – sense of community with others We all want to belong to something YO U R B R A N D S H O U L D T E L L YO U R S T O RY A brand is the combination of values, promises andguarantees that frames the relationship between you and your(prospective) customers. The most powerful brands of all are those that create a needin the mind of a consumer that was not there before. 5
  6. 6. 12/5/2012BRAND STORIES 6
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  8. 8. 12/5/2012B R A N D S T H A T T E L L A S T O RYNike , Volvo, IvoryBen and Jerry’sTomsPatagoniaThe J. Peterman Company SO WHAT? What we do is more than personal choice about shoes, food, bank We create community and need our “brand” to connect to community Our challenge is :WE have a lot of PARTS that make up our WHOLE 8
  9. 9. 12/5/2012 Y O U R B R A N D S T O RY : T H E BEGINNING – MIDDLE- END The Beginning:Who is your audience?What do they need from you? THE MIDDLE: WHO AND WHAT T E L L S Y O U R B R A N D S T O RY ?Product and ServicesEmployeesImageCustomers T H E E N D : T E L L M E A S T O RY Issue Enemy/Hero Emotion Journey – beginning, middle and end Connection Solution 9
  10. 10. 12/5/2012 WHAT’S YOUR STORY?You should be able to pitch your story in the following ways: (1) Elevator Pitch (2) 30-Second Video (3) 120-Characters in Twitter (4) One sentence (5) Website ‘about’ page (2-3 short paragraphs) (7) LinkedIn profile (8) Photos that visually communicate who you are (10) Social Media profile bio’s ELEVATOR SPEECH30 seconds to tell me who you are and…. Capture my attention Tell me what makes you unique Make me want to ask for more 10
  11. 11. 12/5/2012 As experts in our field, what do we know that most other people don’t?What can we say that would surprise people? What’s the solution to theproblem you’re trying to solve? 11
  12. 12. 12/5/2012 T I M E T O W R I T E YO U R S T O RY “There is a story in every one of us, we just need to put pen to paper” “Start writing, no matter what. The water does not flow until the faucet is turned on.”Louis L’amour PRESENTATION CREDITS AND SOURCES August Turak, Forbes Magazine: 4-15-12 Paul Valerio, Fast Company Co Design: 12-13-11 Paula Brown Rutledge, Ph.D., M.B.A. The Psychological Power of Storytelling, : 1-16-11 Jean Gianfagna, How to create great advertising with storytelling 12-29-11 Park Howell, Sustainable Storyteller The wacky, crazy, sometimes scary, and always unpredictable mind of the presenter. 12