The Stories You Didn't Know You Had - Chad Illa- Petersen, The Story Catcher LLC
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Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. The Stories You Didn't Know You Had will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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The Stories You Didn't Know You Had - Chad Illa- Petersen, The Story Catcher LLC
- 1. SAN FRANCISCO, CA ~ JULY 10 - 11, 2023 DIGIMARCONSILICONVALLEY.COM | #DigiMarConSiliconValley Chad Illa-Petersen LEAD STORY CATCHER THE STORY CATCHER LLC The Stories You Didn't Know You Had KEYNOTE
- 3. THE MISSION
- 4. YOU DON’T HAVE TO BE THE BEST MEMORABLE
- 5. ARE ALL WE HAVE
- 8. - Lack of Engagement - Difficulty Differentiating - Lower Conversion Rates - Limited Customer Loyalty - Lack of Organizational Identity - Trouble Attracting Talent THE NO STORIES BLUES
- 9. Content with story-driven images gets 94% more views than content without. (Source: HubSpot) 92% of consumers want brands to make ads that feel like a story. (Source: OneSpot) After hearing a story, people are 22 times more likely to remember a fact. (Source: Stanford University) 81% of consumers say that they need to be able to trust the brand in order to buy from them. Sharing authentic stories can help build this trust. (Source: Edelman Trust Barometer) Companies with a strong mission statement, i.e., a clear story, have 50% less employee turnover. (Source: Forbes) 80% of Millennials look for people and culture fit with employers, followed by career potential. A strong, attractive company story can significantly aid in attracting top talent. (Source: Glassdoor) STATS YOU WON’T REMEMBER
- 10. BENEFITS OF STORYTELLING IN BUSINESS • Enhanced Brand Identity • Stronger Customer Connection • Improved Conversion Rates • Informed Decision Making • Internal Alignment
- 11. According to the Content Marketing Institute, 81% of marketers believe storytelling, grabs attention more effectively than static content. Salesforce found that 80% of consumers say the experience/stories a company provides is as important as its products and services. The Edelman Trust Barometer reveals that trustworthiness is one of the top qualities that consumers expect from brands. Storytelling is an amazing way to establish this trust, regardless of the nature of your business. Forrester Research found that storytelling platforms can improve conversion rates by 30% or more. The Content Marketing Institute reports that 56% of marketers who have increased their use of content creation (including storytelling) in the past 12 months have done so through the use of technology, indicating that efficient, resource-saving methods are possible and increasingly popular. MORE STATS YOU WON’T REMEMBER
- 12. • I don’t have stories • My stories aren’t relevant • Storytelling is a luxury, not a necessity • Storytelling is only for creatives or marketers • Our business isn't "interesting" enough for storytelling • Storytelling doesn't lead to measurable results • Storytelling requires a lot of time and resources • I can’t tell stories DOUBTS AND MISCONCEPTIONS
- 19. CHALLENGES • It's not just about telling stories but telling the right kind of stories • Finding Relevant Stories • Storytelling requires time and consistency • Challenging to craft a narrative that represents the business and captures the interest and attention of the target audience • Shifting from traditional sales pitches to a more story-driven approach requires planning and changes • Measuring Impact
- 30. RELATE IDEAS
- 35. HERO HARVEST HURDLE SETTING RELATABLE (PERSONAS) GOALS AND IDEAS SMOOTH SAILING STRUGGLE BOTTOM FALLS OUT BUT RESOLUTION/ TRANSFORMATION
- 36. CUSTOMER JOURNEY NARRATIVE AND EMOTION Awareness Consideration Decison Anticipation Frustration Resolution Dream Nightmare
- 38. KNOW DO BELIEVE WHO YOU ARE HOW YOU ARE DIFFERENT SOLUTION OFFERED HOW TO CONTACT PROOF + EMOTION CONSISTENT VOICE PERSUASIVE NARRATIVES CTA MAKE IT CLEAR LIONS CONVERT
- 39. CONVERT STORY-DRIVEN MARKETING MATERIALS SALES PITCHES AND PRESENTATIONS CUSTOMER SUCCESS STORIES
- 42. • QUIET PLACE • PEN AND PAPER • 3-MINUTE TIMER • CHOOSE A WORD • START WRITING • NO GRAMMAR, SPELLING, COMPLETE STORIES • DO NOT STOP UNTIL TIME