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3 Stories A/E/C Marketers Must Master

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A/E/C Marketers must continually deepen their expertise and share it generously via the power of story. Learn the About Me, About My Firm, and Whom We've Helped Stories. Learn why story persuades, how to write your stories, and how to tell your stories.

Published in: Marketing
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3 Stories A/E/C Marketers Must Master

  1. 1. 3 Super Stories Marketers Must Master D A V I D L E C O U R S f o r S M P S - P R C 2 0 1 7
  2. 2. Can I Tell You
 a Story?
  3. 3. A R C H I T E C T S KIRKPATRICK
  4. 4. The Point Continually Deepen Expertise Share Expertise Generously via The Power of Story
  5. 5. 1 of 3 Stories About My Firm About Me
 Whom We’ve Helped
  6. 6. Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 Stories How to Tell Stories
  7. 7. Format Presentation / Stories Participation / Dialogue Q&A Notes / Handout / Slides
  8. 8. Slides lecoursdesign.com/3stories
  9. 9. Why lead with story?
  10. 10. Story Helps Get to Know, Like, Trust You Know, Like, Trust Your Firm Persuade Everyone is in Marketing
  11. 11. Story Allows You In WHY
  12. 12. Neocortex Limbic Reptilian
  13. 13. Leaders Tell Stories WHY
  14. 14. “People that 
 tell stories rule the world.” 
 –Plato WHY
  15. 15. 3
  16. 16. LOGOS ETHOS PATHOS
  17. 17. ? WHY
  18. 18. Agenda Why Lead with Story?
 The 3 Stories to Master
 How to Write Your 3 Stories
 How to Tell Stories
  19. 19. What three stories must marketers master?
  20. 20. About Me About 
 My Firm Whom We’ve Helped
  21. 21. Story Structure
  22. 22. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
  23. 23. SETUP1
  24. 24. CONFLICT2
  25. 25. “Something must be at stake that convinces the audience that a great deal will be lost if the hero doesn’t obtain his goal. If nothing is at risk, then it’s not interesting.” 
 –Robert McKee
  26. 26. TURNING POINT 3
  27. 27. OUTCOME 4
  28. 28. YOUR POINT 5
  29. 29. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 Alaskan winters makes people a little crazy who where when tension resistance struggle a-ha light bulb catalyst to change ending new way
  30. 30. About Me 3 STORIES
  31. 31. POINT Not just
 what you do, 
 but why
  32. 32. People do business with people they know.
  33. 33. bio=facts story=character
  34. 34. About Me Stories 1. Event from your youth predicting you becoming a marketer 2. Why did you become a marketer? 3. A moment confirming this is your calling 4. Key turning point in your career via Bill Baker
  35. 35. Homework About Me Homework
  36. 36. About 
 My Firm WHAT
  37. 37. About Me About 
 My Firm Whom I’ve Helped Possible Plots: Founding Story Purpose Story Vision Story
  38. 38. Homework About My Firm Homework
  39. 39. Whom We’ve Helped WHAT
  40. 40. About Me About 
 My Firm Whom I’ve Helped Possible Plots: Value of Design Overcome Challenges Your Process Works How Client Met Goals
  41. 41. Your Client is the Protagonist WHAT
  42. 42. Homework Whom We’ve Helped Homework
  43. 43. ? WHAT 3 STORIES
  44. 44. Agenda Why Lead with Story? The 3 Stories to Master
 How to Write Your 3 Stories
 How to Tell Stories
  45. 45. How to 
 write your stories
  46. 46. About Me Story Development HOW
  47. 47. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
  48. 48. Start with the point. HOW
  49. 49. About Me Stories 1. Event from your youth predicting you becoming a marketer 2. Why did you become a marketer? 3. A moment confirming this is your calling 4. Key turning point in your career via Bill Baker
  50. 50. My About Me 1. Point: my purpose 2. Outcome: my new way 3. Setup: me, KAA, work 4. Conflict: fired 5. Turning Point: pain
  51. 51. Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 Stories
 How to Tell Stories
  52. 52. How to 
 tell your stories
  53. 53. LT S
  54. 54. SL T
  55. 55. Mirror Neurons
  56. 56. Where? HOW
  57. 57. About Me About 
 My Firm Whom We’ve Helped Written Bio Video Bio Self-Intro Interviews Networking Social Media Speaking Website Video Direct Mail Proposal
 Networking Social Media Speaking Case Studies Project Sheets Website Monograph
 Interviews Publicity
 Social Media Testimonials
  58. 58. When? HOW
  59. 59. About Me About 
 My Firm Whom We’ve Helped Tell Me About Yourself. Why Should I Hire you? Tell Me About Your Firm. What’s different about your firm? Questions on: Problem Solving Change Collaboration ROI Expectations Pragmatism Hands-On Environment
  60. 60. Set Up HOW
  61. 61. Show Vulnerability HOW
  62. 62. It is Not Weakness HOW
  63. 63. Power of Going First HOW
  64. 64. Homework
  65. 65. Speak Human HOW
  66. 66. “There is nothing like telling your story in person. The more time we spend in front of screens, the more we crave human contact.” 
 –Arianna Huffington
  67. 67. Make It Sticky HOW
  68. 68. ? HOW
  69. 69. Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 Stories How to Tell Stories
  70. 70. Next Steps
  71. 71. Share What You Learned
  72. 72. Homework
  73. 73. Slides lecoursdesign.com/3stories
  74. 74. Hunting for Stories
  75. 75. Conclusion
  76. 76. Why lead with story?
  77. 77. What three stories to tell?
  78. 78. How to 
 tell your stories?
  79. 79. Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will 
 live in my heart forever.  — Indian Proverb

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