Go on, tell us a story. At Omobono we firmly believe that we all have an interesting story to tell. And this is our guide to telling yours...
We're in the business of helping B2B brands make connections with customers, stakeholders, and employees through content & experiences. Emotional, exciting narrative content is fast becoming a tool for B2B audiences to liven up their communications.
Will you go on a quest, defeat a monster or go from rags to riches? Our actionable guide has suggestions for how to structure your story so that is has true emotional impact for your audience.
HIGHER CRAP BARRIERS
TO SAVE YOUR CUSTOMER
THEIR TIME & DIGNITY.
Let’s explore a content form that can:
• Help differentiate in B2B
• Build a content reputation
• Tap into deep-set behaviours
• Be not soul destroying creative
• Get the attention we all crave!
Your new sales spec sheet is not a ‘story’.
We’re talking about plots, conflict, &
It’s not a marketing silver bullet. It could be
another weapon in your arsenal.
And it’s most useful at the top end of the
Why narrative stories?
Let’s talk about a highly successful
communicator – 2000+ years and still
selling. An incredible storyteller.
Rather than efficient bullet point sermons…
• God loves you.
• He wants to be in
relationship with you.
• No matter what
you’ve done or who
He used parables…
“There was a man who had two sons…”
– The story of the Prodigal Son
Stories are starting to appear more B2B comms
as a guide to
surviving a zombie
So, what’s going on here?
An epic tale about…
You (Customer) Conflict Goal
Let’s drop the metaphor…
A real fear of survival as an IT manager
What’s working with this narrative story?
1. It’s relevant in a surprising way.
2. It makes the customer the main character.
3. It empathises with the real challenges.
4. It taps into fear & survival emotions.
5. It’s a creatively rich theme.
6. It might actually be worth sharing.
‘Webs of Influence’ draws from
psychology, neuroscience and
behavioural economics to
identify insights that lead to
Nathalie Nahai explores what
happens to our brains and
emotions when we engage
Stories tap into
Our primal brains
to stimuli of hunger,
anger and attraction
before our ‘rational
brains’ have a chance
Stories make us
We mirror the
allowing us to
Stories build up
During stories we
build up emotions
that need to be
released… on say
They affect the foundations of rational
decision making, providing a persuasive
base upon which to build justifications.
Source: Mercedes Benz
Every plot has a beginning, middle,
and end. The basic Pixar plot:
Once upon a time ___________.
Every day ___________.
One day ___________.
Because of that ___________.
Because of that ___________.
Until finally ___________.
Research suggests there are only seven plots…
1. Overcoming the Monster
2. Voyage and Return
3. Rags to Riches
4. The Quest
Overcoming the Monster
• Anticipation Stage (The Call)
• Dream Stage (Initial Success)
• Frustration Stage (Confrontation)
• Nightmare Stage (Final Ordeal)
• Miraculous Escape (Death of the Monster)
Rags to Riches
• Initial Wretchedness at Home (The Call)
• Out into the World (Initial Success)
• The Central Crisis
• Independence (Final Ordeal)
• Final Union, Completion and Fulfilment
• The Call (Oppression)
• The Journey (Ordeals)
• May include some or all:
c. Deadly Opposites
d. Journey to Underworld
• Arrival and Frustration
• The Final Ordeals
• The Goal (Kingdom, Other Half
or Elixir won)
The Marketing Quest – Oracle Modern Mark
Every story needs a
problem to create
interest, drama, and
Without conflict and
obstacles, there is no
2. Conflict: Adobe Media Optimizer
“Your CEO calls for an increase in lawn ornament sales. A
20% uptick in Garden Gnomes to be exact.”
2. Conflict: TrueMove H
This Thai communications company started their 7
million viewed tear-jerker at the crux of a conflict…
Create heroes & villains:
1. Fictional characters that mirror
the goal & needs of customers.
2. Fictional customers that are
just like the real thing.
3. Characterise your company,
employees and/or competitors.
3. Characterisation: GE – The Boy Who Beeps
GE’s industrial internet offering is communicated through
the story of a boy who can talk to machines…
3. Characterisation: Microsoft – The Garage
3,600 word interactive
story about the people
Placing your story in a
context, which will
typically include time
4. Setting: Adobe Mean Streets
By simply changing the setting, Adobe were able to put a
fresh twist on Marketers who rely on bought clicks…
Instilling emotion or affinity
in readers through tone,
voice, and pacing.
Pacing drives the action
forward. Spend too long
building suspense, you’ll
lose interest. Move too
quickly and you risk
5. Atmosphere: Leadercast
To promote a conference, Leadercast used all the awkward
stops, starts, and disruptions of a conference call…
5. Atmosphere: Google – Cambridge Satchel Co.
Google told the story of Cambridge Satchel company’s
rise through their products (search, email, chat, video).
CONTENT FORMATS TO
THINK ABOUT (BEYOND
Tapestry – Interactive Mobile Ads
Tapestry mobile ads put the user in charge of tapping
through the frames of a story (supports GIF files).
Graphic Stories – Nokia Ovi Maps
Taking inspiration from the world of graphic novels, B2B
stories can be communicated through cartoon formats.
Just like a great
Slideshare can be a
allowing the reader to
unravel the narrative
with every new slide.
Interlude – Interactive videos
Like ‘choose your adventure’ books, Interlude allows you
to create videos where the viewer chooses the narrative.
WHAT NARRATIVE STORIES
COULD YOUR B2B BRAND
We can help.
Copyright 2013 Omobono Ltd.
All ideas, concepts, brand-related names, strap line, phrases,
and creative concepts developed and contained in this document
remain the intellectual property of Omobono Ltd until such time as
they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the
contents without our prior consent.
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