As a film industry and screenwriting pro, I find it sometimes confusing how the buzzword "storytelling" is defined and used in marketing. So I set out on a mission to transfer my experiences of more than 10 years as a script consultant to marketing. This slide deck gives you the basics of storytelling, including the hero's journey, the power of "why", and how "campfire communication" is how to connect with your customers in a more emotional and personal way. Find more about me and my story consulting services on my website: www.ineshaeufler.com

1. HOLLYWOOD TOOLS
FOR STORYTELLING AND MARKETING
STARTUP MARKETING MEET UP VIENNA, OCT. 29, 2015

2. THE S-WORD

3. Someone wants something badly,
and has difficulties getting it.
WHAT IS A STORY?
„The Hero’s Journey“
„The Customer’s Journey“
Goal/Solution
Hero/Customer
Conflict/Problem

4. 4 ELEMENTS OF A GOOD STORY
Goal/Solution: Must be clearly set - why should I care for him/her?
Hero/Customer: Identification for the audience, if we root for her/him.
Conflict/Problem: Hard work gets rewarded.
Transformation: The hero’s journey makes you a better person.
Your product?
Mentor, messenger, trickster, counselor, guide,… - but not the hero.

5. A PITCHING EXERCISE BY PIXAR
Once upon a time there was _______________________________.
Every day ________________________. One day _____________________.
Because of that ___________________. Because of that __________________.
Until finally _____________________________.

6. BE CREATIVE!
Write down some keywords for a potential story:
• Who is the protagonist?
• What is the perspective? (Letter, diary, outside
perspective?)
• What is his/her problem?
• What is their mood?
• What happened before and after the picture was
taken?
• How does the air smell, how is the weather?
You have 1 minute, start writing now!

7. WHY SHOUD I CARE?
EMPATHY:
„I know how that feels!“
IDENTIFICATION:
„I know how you feel!“
IMMERSION:
„I am experiencing the same feeling. We are in this together.“

8. IT’S ALL ABOUT…..
… EMOTIONAL CONNECTION

9. HOW DO WE CONNECT? - The Golden Circle by Simon Sinek
WHAT: Features, products, services
HOW: How you do things, what sets you apart
WHY: Purpose, cause, belief (i.e. more than $$$)
WHY
HOW
WHAT

10. HOW TO FIND YOUR „WHY“
1. What was the first spark for your idea?
2. What are your core beliefs and values?
3. Ask 5 times „Why“. („I do _____“ - „Why is
that important?“)
WHY
HOW
WHAT

11. THE STORYWORLD
Why: Emotional theme, core idea („Connect people“,
„Give feeling of security“, „Encourage ideas“)
Stories: About and around the product, about the
company, about the „why“…
Protagonists: Customers, team, influencers, experts,
managers
Channels: The distribution. Adjust the format of the
stories: Facebook needs a different format than a
white paper.
WHY
Stories
Protagonists
Channels

12. HOW TO COMMUNICATE
vs.
• One way communication
• Selling
• Short term
• Formal
• Anonymous
• No real relationships
• Monolog
• Trust?
• Two way communication
• Listening
• Long term (attitude, habit)
• Authentic
• Personal
• Relationship
• Dialog
• Trust

13. CASE STUDY: HUMANS OF NEW YORK

14. CASE STUDY: The first iPod

15. CASE STUDY: RUNTASTIC STORY RUNNING
• Audio books for runners
• Story and music made for each story run
• Structure: interval training/hero’s journey
• Cooperations (Wings For Life Run, Austrian
Tourism Office, Maze Runner - The Scorch
Trials)

16. What’s your story?
www.ineshaeufler.com
@ineshaeufler

17. Links and Credits
Links
• The Story of Telling http://thestoryoftelling.com/blog/
• Why Our Brain Lives Good Storytelling (by Paul Zak) https://hbr.org/2014/10/why-your-brain-loves-good-storytelling
• Storytelling That Moves People https://hbr.org/2003/06/storytelling-that-moves-people
Credits: Icons from The Noun Project
Female hero: Sebastian Langer
Storm: Ji Sub Jeong
Asteroid: Sergey Demushkin
Moon: MarkieAnn Packer
Unicorn: Bohdan Burmich
Heart 1: Vicons Design
Heart 2: Laurène Smith
Two Hearts: Anton Håkanson
Connection: Pascal Conil-lacoste
Megaphone: Rémy Médard
Campfire: Transfer Studio