This document provides an overview of a master class on storytelling for business. The class will cover how companies can use storytelling to enhance their brand identity, improve customer connections, and increase conversion rates. It notes common doubts about storytelling, such as that it is not necessary or measurable, and outlines challenges such as finding relevant stories. The class will teach how to craft stories for different platforms and marketing materials. It emphasizes that everyone has stories to share and provides an exercise to help attendees start identifying their own stories.

1. MASTER
CLASS
BOSTON, MA ~ JUNE 12 - 13, 2023
DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland
Chad Illa-Petersen
LEAD STORY CATCHER
THE STORY CATCHER LLC
The Stories You
Didn't Know You Had

3. THE MISSION

4. YOU DON’T HAVE TO
BE THE BEST
MEMORABLE

5. ARE ALL WE HAVE

7. EVERYTHING
GOOD

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

17. ANECDOTE
VS
STORY

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

22. RELATIONSHIPS
SAVED LIFE

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

37. CRAFT FOR PLATFORMS
LONG-FORM
YOUTUBE
FACEBOOK
INSTAGRAM
TWITTER
LINKEDIN
TIKTOK

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

43. YOUR STORIES
MATTER
Candice
Valerie
Crystal