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iStrategy Melbourne - Let Me Tell You a Story: Content is the Word - Joe Smith, BlueArc

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In the beginning there was the word… then the internet… and now the word again.

Whatever your product or service, you need to be in the business of telling great stories. It’s not optional, it’s essential. Tweeting, blogging, websites and any number of other digital delivery methods ARE optional. Creating content that tells powerfully persuasive stories that shape customer behaviour and captures users’ hearts and minds needs to be your brand’s top priority.

Our workshop will introduce you to the basic tenets of great storytelling for digital audiences. You’ll learn what makes a great message and get tools and tips for shaping your own. You’ll get a new perspective on your old words and understand how to make them work harder for an audience with ever diminishing attention spans and an over abundance of content choices.

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iStrategy Melbourne - Let Me Tell You a Story: Content is the Word - Joe Smith, BlueArc

  1. 1. BluearcStory tellingLET ME TELLYOU A STORYWHY STORIES MATTERHOW THEY CAN HELP YOU SELLHOW TO BUILD GOOD ONES
  2. 2. Bluearc /9Story tellingCREATURESOF NARRATIVE• Explaining• Remembering• Understanding
  3. 3. Bluearc /9Story tellingWHY THETERM“STORIES”?• A bit of stretch• An attempt to disorientate• Emotional not rational
  4. 4. Bluearc /9Story tellingMARKETINGSTORIES &FLOW• Staccato bursts vs narrative flow• Pitch for more time• Get to “yes”
  5. 5. Bluearc /9 The problemStory telling TheMARKETING unwanted feeling you have nowSTORIES &FLOW The features:
  6. 6. Bluearc /9Story tellingATLAS
  7. 7. Bluearc /9Story tellingFORD
  8. 8. Bluearc /9Story tellingSEA-MONKEYS
  9. 9. Bluearc /9Story tellingPEOPLE BUYON EMOTION• Facts: features that get you on the list• Feelings: emotional benefits that are bought• Create feeling in your customer
  10. 10. Bluearc /9Story tellingTODAY’SSTORY• I can help you feel competent about building emotional reactions to your products and services.
  11. 11. Bluearc /9Story tellingACTIVITY ONE:PERSONALISED PLATES• Warm up• Concise• personal
  12. 12. Bluearc /9Story tellingMAJORBARRIERS• It’s all about you• It’s too easy to talk
  13. 13. Bluearc /9Story tellingACTIVITY TWO:FEATURES VS.BENEFITS• Where’s the story in this?• Show empathy• Hunt the benefits
  14. 14. Bluearc /9Story tellingWEBSITESTORIES• Unique platform• Concise, clear & with c.t.a.• Audience is primed
  15. 15. Bluearc /9Story tellingACTIVITY THREE:MORE BUILDINGBLOCKS• Target your audience• Unique features/solutions• Calls to action
  16. 16. Bluearc /9Story tellingACTIVITY FOUR:BUILDING YOURSTORY• Target your audience• Unique features/solutions• Calls to action

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