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How To Tell Inspiring Stories

Storytelling has become one of the hottest topics in marketing, but what makes a great story, and how can marketers harness storytelling to build stronger, more successful brands?

How To Tell Inspiring Stories

  1. 1. @ESKIMON • TELLING INSPIRING STORIES1 THE POWER OF STORIES HOW TO USE STORYTELLING FOR MORE ENGAGING MARKETING SIMON KEMP • • DECEMBER 2016
  2. 2. @ESKIMON • TELLING INSPIRING STORIES2 SIMON KEMP @ESKIMON
  3. 3. @ESKIMON • TELLING INSPIRING STORIES3
  4. 4. @ESKIMON • TELLING INSPIRING STORIES4 STORYTELLING IS ONE OF THE HOTTEST TOPICS IN MARKETING TODAY
  5. 5. @ESKIMON • TELLING INSPIRING STORIES5 BUT WHY HAS STORYTELLING BECOME SUCH A BIG DEAL?
  6. 6. @ESKIMON • TELLING INSPIRING STORIES6 STORIES ARE ONE OF THE MOST PERSUASIVE TOOLS AVAILABLE TO MARKETERS ACROSS ALL INDUSTRIES
  7. 7. @ESKIMON • TELLING INSPIRING STORIES7 WHY?
  8. 8. @ESKIMON • TELLING INSPIRING STORIES8 STORIES ARE WHAT MAKE US HUMAN
  9. 9. @ESKIMON • TELLING INSPIRING STORIES9 THEY PROVIDE US WITH A SENSE OF BELONGING, AND HELP TO CONNECT US WITH OTHER PEOPLE
  10. 10. @ESKIMON • TELLING INSPIRING STORIES10 STORIES ARE HOW WE LEARN
  11. 11. @ESKIMON • TELLING INSPIRING STORIES11 THE ‘NARRATIVE’ OF STORIES REFLECTS HOW OUR BRAINS STRUCTURE AND REMEMBER INFORMATION
  12. 12. @ESKIMON • TELLING INSPIRING STORIES12 WE SHARE AND GROW THE COLLECTIVE WEALTH OF HUMAN KNOWLEDGE BY TELLING EACH OTHER STORIES
  13. 13. @ESKIMON • TELLING INSPIRING STORIES13 STORIES ALSO DEFINE CULTURE, AND HELP US UNDERSTAND WHERE WE ‘FIT’ IN THE WORLD
  14. 14. @ESKIMON • TELLING INSPIRING STORIES14 THEY’RE AT THE HEART OF EVERY CIVILISATION, EVERY SOCIETY, EVERY RELIGION, EVERY FAMILY
  15. 15. @ESKIMON • TELLING INSPIRING STORIES15 STORIES SHAPE OUR SENSE OF SELF
  16. 16. @ESKIMON • TELLING INSPIRING STORIES16 THE STORIES WE TELL ABOUT OURSELVES – AND TO OURSELVES – ARE CENTRAL TO DEFINING WHO WE ARE
  17. 17. @ESKIMON • TELLING INSPIRING STORIES17 ALL OUR LIVES ARE STORIES
  18. 18. @ESKIMON • TELLING INSPIRING STORIES18 BUT WHAT EXACTLY IS A ‘STORY’?
  19. 19. @ESKIMON • TELLING INSPIRING STORIES19 A NARRATIVE THAT ENABLES PEOPLE TO CAPTURE, ORGANISE, REMEMBER, AND SHARE INFORMATION, EVENTS, IDEAS, AND DREAMS, TOGETHER WITH THE EMOTIONS THAT MAKE THOSE THINGS MEANINGFUL AND MEMORABLE TO US AND TO OTHER PEOPLE. “ ”
  20. 20. @ESKIMON • TELLING INSPIRING STORIES20 WHAT MAKES A POWERFUL STORY?
  21. 21. @ESKIMON • TELLING INSPIRING STORIES21 THE 4ES OF POWERFUL STORYTELLING GREAT STORIES ARE MORE THAN JUST A COLLECTION OF SOUNDS AND IMAGES STORIES TAKE US ON AN EMOTIONAL JOURNEY AND MAKE US ‘FEEL SOMETHING’ EXPERIENCE EMOTION STORIES DRAW US IN AND CAPTIVATE OUR ATTENTION AND OUR IMAGINATION ENGAGEMENT STORIES ENABLE US TO RELATE TO OTHER PEOPLE’S IDEAS, EMOTIONS AND LIVES EMPATHY
  22. 22. @ESKIMON • TELLING INSPIRING STORIES22 GOOD STORIES ARE EXPERIENTIAL: THEY DRAW US IN, CAPTIVATING OUR ATTENTION
  23. 23. @ESKIMON • TELLING INSPIRING STORIES23 BUT GOOD STORIES CAPTIVATE MORE THAN JUST OUR ATTENTION; THEY ALSO ENGAGE OUR IMAGINATIONS
  24. 24. @ESKIMON • TELLING INSPIRING STORIES24 STORIES ACTIVATE MORE AREAS OF OUR BRAINS THAN MERE FACTS ALONE
  25. 25. @ESKIMON • TELLING INSPIRING STORIES25 STORIES ACTIVELY ENGAGE OUR SENSORY CORTEX, WHERE OUR BRAINS PROCESS OUR FIVE SENSES
  26. 26. @ESKIMON • TELLING INSPIRING STORIES26 THE BEST STORIES ACTIVELY STIMULATE OUR SENSES PICTURING THINGS, PLACES AND EVENTS, EVEN WITH EYES CLOSED HELPING US TO IMAGINE SOUNDS THAT ARE AS REAL AS IF WE’D HEARD THEM SIGHT SOUND EVOKING WHOLE NEW WORLDS, JUST BY DESCRIBING A SCENT SMELL USING METAPHOR TO TRIGGER EXPERIENCES IN PEOPLE’S MINDS TOUCH ACTIVATING OUR TASTE BUDS, WITHOUT EVEN EATING OR DRINKING TASTE
  27. 27. @ESKIMON • TELLING INSPIRING STORIES27 AS A RESULT, THE BEST STORIES INVOLVE US AS ACTIVE PARTICIPANTS, RATHER THAN PASSIVE SPECTATORS
  28. 28. @ESKIMON • TELLING INSPIRING STORIES28 AT THE SAME TIME, GOOD STORIES TRIGGER THE RELEASE OF POWERFUL HORMONES IN OUR BODIES
  29. 29. @ESKIMON • TELLING INSPIRING STORIES29 GOOD STORIES STIMULATE THE RELEASE OF... A NEUROTRANSMITTER THAT REGULATES OUR BRAINS’ REWARD AND PLEASURE CENTRES AN ADRENAL HORMONE THAT HELPS FOCUS OUR ATTENTION AND FACILITATES MEMORY DOPAMINE CORTISOL A HORMONE THAT IS CENTRAL TO SOCIAL BONDING AND AFFECTION, AS WELL AS WOUND HEALING OXYTOCIN
  30. 30. @ESKIMON • TELLING INSPIRING STORIES30 THESE HORMONES INFLUENCE OUR MOOD, AS WELL AS OUR FEELINGS TOWARDS OTHER PEOPLE
  31. 31. @ESKIMON • TELLING INSPIRING STORIES31 IN OTHER WORDS, THE BEST STORIES CAN ACTUALLY MAKE US FEEL SOMETHING
  32. 32. @ESKIMON • TELLING INSPIRING STORIES32 WHAT’S MORE, GOOD STORIES CAN ACTIVELY CHANGE THE FUNDAMENTAL CHEMISTRY OF OUR BRAINS
  33. 33. @ESKIMON • TELLING INSPIRING STORIES33 THESE CHANGES CAN PERMANENTLY INFLUENCE OUR PERSONALITIES, OUR HABITS, AND OUR BEHAVIOUR
  34. 34. @ESKIMON • TELLING INSPIRING STORIES34 MOREOVER, STORIES DON’T JUST IMPACT US AS INDIVIDUALS, EITHER
  35. 35. @ESKIMON • TELLING INSPIRING STORIES35 STORIES CAN TRIGGER NEURAL COUPLING – THAT FEELING WE GET WHEN WE ‘CLICK’ WITH SOMEONE
  36. 36. @ESKIMON • TELLING INSPIRING STORIES36 NEURAL COUPLING HELPS US TO SYNCHRONISE OUR EMOTIONS WITH OTHER PEOPLE
  37. 37. @ESKIMON • TELLING INSPIRING STORIES37 THIS IS WHAT WE CALL ‘EMPATHY’
  38. 38. @ESKIMON • TELLING INSPIRING STORIES38 AND THIS IS WHY STORYTELLING IS SO VALUABLE IN MARKETING: EMPATHY IS THE CORE PILLAR OF TRUST
  39. 39. @ESKIMON • TELLING INSPIRING STORIES39 STORIES ARE POWERFUL
  40. 40. @ESKIMON • TELLING INSPIRING STORIES40 HOWEVER, MANY MARKETERS STILL STRUGGLE TO TELL ENGAGING AND PERSUASIVE STORIES
  41. 41. @ESKIMON • TELLING INSPIRING STORIES41 SO WHAT ARE THE SECRETS TO TELLING BETTER STORIES?
  42. 42. @ESKIMON • TELLING INSPIRING STORIES42 KEPIOS’S 1O STEPS TO BETTER STORIES
  43. 43. @ESKIMON • TELLING INSPIRING STORIES43 HAVE A CLEAR PURPOSE: WHY DO YOU WANT TO TELL A STORY? WHAT’S YOUR DESIRED OUTCOME?
  44. 44. @ESKIMON • TELLING INSPIRING STORIES44 UNDERSTAND YOUR AUDIENCE: HOW IS YOUR STORY RELEVANT TO PEOPLE? HOW DOES IT ADD VALUE?
  45. 45. @ESKIMON • TELLING INSPIRING STORIES45 START STRONG: DRAW AUDIENCES INTO YOUR NARRATIVE, RIGHT FROM THE VERY BEGINNING
  46. 46. @ESKIMON • TELLING INSPIRING STORIES46 BE AUTHENTIC: EVERY ONE OF US IS DRAWN TO ‘TRUE’ STORIES
  47. 47. @ESKIMON • TELLING INSPIRING STORIES47 USE EMOTION: APPEAL TO PEOPLE’S FIVE (OR SIX) SENSES, NOT JUST TO FACTS AND SENSE
  48. 48. @ESKIMON • TELLING INSPIRING STORIES48 KEEP IT SIMPLE: FOCUS ON THE ENJOYMENT OF THE EXPERIENCE
  49. 49. @ESKIMON • TELLING INSPIRING STORIES49 ...BUT REMEMBER THAT DRAMA AND MYSTERY CAN HELP YOU TELL MORE ENGAGING STORIES TOO
  50. 50. @ESKIMON • TELLING INSPIRING STORIES50 MAKE IT SOCIABLE: OFFER WAYS FOR PEOPLE TO INVOLVE THEMSELVES AS CHARACTERS IN YOUR STORY
  51. 51. @ESKIMON • TELLING INSPIRING STORIES51 DON’T TELL THE WHOLE STORY: LET PEOPLE INTERPRET THEIR OWN MEANING AND CONCLUSIONS
  52. 52. @ESKIMON • TELLING INSPIRING STORIES52 LEAVE PEOPLE WANTING MORE: THERE’S NOTHING MORE ENGAGING THAN A CLIFFHANGER
  53. 53. @ESKIMON • TELLING INSPIRING STORIES53 1. HAVE A CLEAR PURPOSE 2. UNDERSTAND YOUR AUDIENCE 3. START STRONG 4. BE AUTHENTIC 5. APPEAL TO EMOTIONS 6. KEEP IT SIMPLE 7. ADD DRAMA AND INTRIGUE 8. MAKE IT SOCIABLE 9. LET THEM DISCOVER THE MEANING 10. LEAVE THEM WANTING MORE KEPIOS’S 10 STEPS TO BETTER STORYTELLING
  54. 54. @ESKIMON • TELLING INSPIRING STORIES54 WANT TO KNOW MORE? LET’S CONTINUE THE CONVERSATION ON SOCIAL MEDIA: @ESKIMON
  55. 55. @ESKIMON • TELLING INSPIRING STORIES55
  56. 56. @ESKIMON • TELLING INSPIRING STORIES56 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM INSPIRING MARKETING KEPIOS.COM

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