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TELL THE TALE

-‘>l_. EVERAG| NG STORY TO DEFINE YOUR BRAND &
/ CRAFT MARKETING STRATEGY

 

_ SHAWN _ V » DER
#5 | NBOUND...
GODADDY + INBOUND Edltlon 2015
Copyright © 2015 Shawn Pfunder
All rights reserved

This is the space where I type some stu...
E251. 
‘l’.  I
 -3,; 

INBOUND #INBOUND: L5
GRANDIOSE CERTIFIABLE
TRUMAN
LIAR

POSER
ACTOR INTERESTING

INBOUND tt NNNNNNN 15
INBOUND
LOGOS.  LOGIC.  MATH. 

INBOUND
MYTHOS.  MYTH.  MAGIC. 

INBOUND tt NNNNNNN 15
SKIN,  BRAIN,  HAIR,  LIVER, 
STOMACH,  NAILS,  EYES,  EARS, 
NOSE,  MUSCLE,  BONE, 
CARTILAGE,  LIPS,  HEART, 
TEETH,  LU...
WE ARE MADE OF STORIES. 

INBOUND tt NNNNNNN 15
DREAMS,  NIGHTMARES, 
WISHES,  REGRETS,  GOALS, 
HOPE,  DESIRES,  LOVE,  HATE, 
BELIEFS,  OPINIONS,  MOVIES, 
BOOKS,  SONG...
THE AVERAGE DAYDREAM IS
14 SECONDS LONG.  WE HAVE
ABOUT 2,000 OF THEM A DAY. 

INBQUND tt NNNNNNN 15
THAT'S EIGHT HOURS A DAY. 

INBOUND tt NNNNNNN 15
INBOUND mN3ouND15
IF WE ARE MADE OF STORIES, 
WHY DON'T WE USE THEM
MORE? 

INBOUND tt NNNNNNN 15
J . 
¥*@@cE@e@@@@@@
T: @ooem@@Q@@a@@
gmaeooeomeoemm
 Gn6@O0m5‘: ;rfa: ‘aF:3

INBOUND ¢tmsouND15
FIVE.  SEVEN.  FIVE. 

INBOUND tt NNNNNNN 15
E I I“,  1 1‘ h 1‘ ‘    > ». _-:  

‘A

INB. C)UND $$INBOUND15
WHEN WE MEET,  PLEASE DON'T
SWING YOUR HONESTY LASSO. 
I'M UNDERCOVER. 

INBOUND
_x''‘
‘as

ST
’ X

INBOUND ' #INBOUND15
THE GREEN GREAT DRAGON

INBOUND ti NNNNNNN 15
OP| N|ON—S| ZE—AG E—SHAPE—
COLOR—ORIG| N—MATER| AL—
PURPOSE NOUN

INBOUND :1 NNNNNNN 15
LOVELY LITTLE OLD
RECTANGULAR GREEN FRENCH
SILVER WH| '|'| 'L| NG KNIFE

INBOUND # NNNNNNN 15
LITTLE LOVELY RECTANGULAR
GREEN SILVER FRENCH
WHITTLING OLD KNIFE

INBOUND # NNNNNNN 15
INBOUND

$3 | NBOUND15
THIS IS LIFE. 
SOMETHING HAPPENS. 
LIFE IS DIFFERENT NOW. 

INBOUND $3 NNNNNNN 15
COMMERCIALS,  ARTICLES, 
TESTIMONIALS,  PITCHES, 
BIOGRAPHIES,  BLOG POSTS, 
PRESS RELEASES,  NEWS, 
FLASH MOBS,  PRESENTA...
THIS IS A PROBLEM. 
SOMETHING'S MISSING. 
THIS IS A SOLUTION. 

INBOUND 1: NNNNNNN 15
IT'S BIGGER THAN THAT.  WE
NEED TO UNDERSTAND OUR
CUSTOMER NARRATIVE. 

INBOUND
THIS IS LIFE. 
SOMETHING HAPPENS. 
LIFE IS DIFFERENT NOW. 

INBOUND $3 NNNNNNN 15
QUEST,  PURSUIT,  RESCUE, 
ESCAPE,  REVENGE,  RIDDLE, 
RIVALRY,  UNDERDOG, 
TEMPTATION,  ADVENTURE, 
TRANSFORMATION,  LOVE...
# INBOUND15

INBOUND
1. THE QUEST. 
2. THE UNDERDOG. 
3. TRANSFORMATION. 

INBOUND 1::  nnnnnnn 15
I
INBOUND #INBOUND15
1. WHO'S THE HERO? 

2. WHAT'S NORMAL LIFE? 

3. WHY CHANGE? 

4. WHAT WILL BE DIFFERENT? 
5. WHAT'S NEXT? 

INBOUND 1::  ...
# INBOUND15

INBOUND
1K
MURMURATION YOGA

PRIMARY STORY:  TRANSFORMATION TYPICAL TRANSFORMATION STORY
" I’I. II IIII—1II~. :~IIVI; ) :1! III "’...
INBOUND

 

$3 INBOUND15
SHOESHINE STUDIO

PRIMARY STORY:  UNDERDOG TYPICAL UNDERDOG STORY

: "II I‘-1.’,  ._i'I"I,  A .  ..  H’ H .1r‘«. I—1'. I"I...
# INBOUND15

INBOUND
SAWTOOTH LODGE

 

PRIMARY STORY:  ESCAPE TYPICAL ESCAPE STORY

‘ET!  3 VT‘-FE"

          
 

    

Different?  Cftnfif 
,...
1. WHO'S THE HERO? 

2. WHAT'S NORMAL LIFE? 

3. WHY CHANGE? 

4. WHAT WILL BE DIFFERENT? 
5. WHAT'S NEXT? 

INBOUND #3 NN...
# INBOUND15

INBOUND
SEE THE WORLD

INBOUND 1::  nnnnnnn 15
Thos Is where I put notes and the many thank you messages about all
the books and movies and Ideas that aren't mnne but ma...
. THANK YOU! 

4' FLY MY PREITIESI GO TELL SOME TALES.  IT'S WORTH IT. 

INBOUND $$| NBOUND15
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Live to Tell the Tale

Leveraging story to define your brand & craft marketing strategy.

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Live to Tell the Tale

  1. TELL THE TALE -‘>l_. EVERAG| NG STORY TO DEFINE YOUR BRAND & / CRAFT MARKETING STRATEGY _ SHAWN _ V » DER #5 | NBOUND15 . Q EDITOR ‘ EF, GODADDY . Q . . ‘I 9
  2. GODADDY + INBOUND Edltlon 2015 Copyright © 2015 Shawn Pfunder All rights reserved This is the space where I type some stufi‘ up to give the perception that this is the copyright page of a book and it will look so ofiicial that no one will read it because Iet'sfl1ce it: no one reads the eopyright section of 11 book — unless you're a lawyer. And even then, you don‘t want to. You want to get to the good stuflf You want to get to the story. You can fiillow me on Twitter and Instagmm but I can‘! promise it will be as exciting as the stuff we‘ re gonna talk about today. opfunder O pfunder D shawnpfunder O shawnpfunder IN BOUN D :1: msouums
  3. E251. ‘l’. I -3,; INBOUND #INBOUND: L5
  4. GRANDIOSE CERTIFIABLE TRUMAN LIAR POSER ACTOR INTERESTING INBOUND tt NNNNNNN 15
  5. INBOUND
  6. LOGOS. LOGIC. MATH. INBOUND
  7. MYTHOS. MYTH. MAGIC. INBOUND tt NNNNNNN 15
  8. SKIN, BRAIN, HAIR, LIVER, STOMACH, NAILS, EYES, EARS, NOSE, MUSCLE, BONE, CARTILAGE, LIPS, HEART, TEETH, LUNGS, HORMONES, SALIVA. INBOUND tt NNNNNNN 15
  9. WE ARE MADE OF STORIES. INBOUND tt NNNNNNN 15
  10. DREAMS, NIGHTMARES, WISHES, REGRETS, GOALS, HOPE, DESIRES, LOVE, HATE, BELIEFS, OPINIONS, MOVIES, BOOKS, SONGS, PLAY, BRANDS, SALES. INBOUND it NNNNNNN 15
  11. THE AVERAGE DAYDREAM IS 14 SECONDS LONG. WE HAVE ABOUT 2,000 OF THEM A DAY. INBQUND tt NNNNNNN 15
  12. THAT'S EIGHT HOURS A DAY. INBOUND tt NNNNNNN 15
  13. INBOUND mN3ouND15
  14. IF WE ARE MADE OF STORIES, WHY DON'T WE USE THEM MORE? INBOUND tt NNNNNNN 15
  15. J . ¥*@@cE@e@@@@@@ T: @ooem@@Q@@a@@ gmaeooeomeoemm Gn6@O0m5‘: ;rfa: ‘aF:3 INBOUND ¢tmsouND15
  16. FIVE. SEVEN. FIVE. INBOUND tt NNNNNNN 15
  17. E I I“, 1 1‘ h 1‘ ‘ > ». _-: ‘A INB. C)UND $$INBOUND15
  18. WHEN WE MEET, PLEASE DON'T SWING YOUR HONESTY LASSO. I'M UNDERCOVER. INBOUND
  19. _x''‘ ‘as ST ’ X INBOUND ' #INBOUND15
  20. THE GREEN GREAT DRAGON INBOUND ti NNNNNNN 15
  21. OP| N|ON—S| ZE—AG E—SHAPE— COLOR—ORIG| N—MATER| AL— PURPOSE NOUN INBOUND :1 NNNNNNN 15
  22. LOVELY LITTLE OLD RECTANGULAR GREEN FRENCH SILVER WH| '|'| 'L| NG KNIFE INBOUND # NNNNNNN 15
  23. LITTLE LOVELY RECTANGULAR GREEN SILVER FRENCH WHITTLING OLD KNIFE INBOUND # NNNNNNN 15
  24. INBOUND $3 | NBOUND15
  25. THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW. INBOUND $3 NNNNNNN 15
  26. COMMERCIALS, ARTICLES, TESTIMONIALS, PITCHES, BIOGRAPHIES, BLOG POSTS, PRESS RELEASES, NEWS, FLASH MOBS, PRESENTATIONS, CAMPAIGNS INBOUND 1:: NNNNNNN 15
  27. THIS IS A PROBLEM. SOMETHING'S MISSING. THIS IS A SOLUTION. INBOUND 1: NNNNNNN 15
  28. IT'S BIGGER THAN THAT. WE NEED TO UNDERSTAND OUR CUSTOMER NARRATIVE. INBOUND
  29. THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW. INBOUND $3 NNNNNNN 15
  30. QUEST, PURSUIT, RESCUE, ESCAPE, REVENGE, RIDDLE, RIVALRY, UNDERDOG, TEMPTATION, ADVENTURE, TRANSFORMATION, LOVE, MATURATION, SACRIFICE INBOUND 1:: NNNNNNN 15
  31. # INBOUND15 INBOUND
  32. 1. THE QUEST. 2. THE UNDERDOG. 3. TRANSFORMATION. INBOUND 1:: nnnnnnn 15
  33. I INBOUND #INBOUND15
  34. 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY CHANGE? 4. WHAT WILL BE DIFFERENT? 5. WHAT'S NEXT? INBOUND 1:: NNNNNNN 15
  35. # INBOUND15 INBOUND
  36. 1K MURMURATION YOGA PRIMARY STORY: TRANSFORMATION TYPICAL TRANSFORMATION STORY " I’I. II IIII—1II~. :~IIVI; ) :1! III "’I: —'»--5;g: I'II: } '-—1IwI>3' I- .1» f? :—u III . .I. ~m, SIIIp_. . '. Hero? r: + Normal life? Why? IIMCI 11' Different? L: IT ‘ NGXI7 I, ’-IIWII , . m "I: 3,II'IrI, v, n: .31 :1._I I'I~»: ‘ ‘j: WFI'Ij. 'I 1 " '<. "‘u"'II"I (W? '-’I , I : —I; .‘ III IIZI1I. ~ I. lII. I‘. ".‘ : I‘[I II. 'I"I‘—1II IIvII{—1I1IjII , ::. II II‘I>~“,1"’I I‘-.7 "+< . I<: ' II‘ 'II>r‘I I V'. ".". 'I II 1:‘-. I‘II I: :— I“I'II II‘ I I: .Ir‘ 1.: 1III*‘'’I'TI*‘n Ht. ’ II WIII I~. :I-. I = .I IrIn«‘; I‘—I- >4: I. :‘. I': 'II . . I. v‘. IIII 5: '1|I Ir. » -11"‘-. ~1,1I, I . +.= IrI: —:<I: ~I. I+= ~:z INBOUND #INBOUND15
  37. INBOUND $3 INBOUND15
  38. SHOESHINE STUDIO PRIMARY STORY: UNDERDOG TYPICAL UNDERDOG STORY : "II I‘-1.’, ._i'I"I, A . .. H’ H .1r‘«. I—1'. I"Ig IiII. ! III: E-_I. i: ;Ir"IIJ_ r-«"7 Mr, 4} Hero? IIVEI Mme E-WI" Normal life? :’: I.I , mi Why? 'I: :. r":1|-1 , Different? vi»: .—1I Next? IJU L‘. -II']I. ]v3r - ' tn, .; ..'Ir1I»2*'Ir'p, I‘—, :~ WI I| ,_’II , ._‘ - . . ; Ir'I1I= I-, - ' ‘ 3 VI . H . I, _ II, ,_» WI , ,,, I II‘II': II IITIpr. ‘I. ';II-: :II IIII 'I. I”-. I'»-: I'V"II II'I'I "1:-1 'IF‘II I II‘ II II-I'~ Ia‘ I1 . I;, »:II I tj‘ I‘, "‘yII-‘ V ‘~": I"I II? 1 '| *,-‘II I I I>—‘II'*— I’? I>—1" II II III: II< I-I IH III I‘Ir—1 rigs VI. I’I~: ":~e II we ‘I. ’.II: :=:1I In-~: ~II, I‘ ': I| : —-‘. I'II, :r' I ‘I | :—- ; .I: I—I‘I"I II_I '1I——* I'I 1 I1’ 'rII"I, I"II, "I Eli": I7I«; _I vm I: Ir: Ip-1-I . :II' In, " INBOUND #INBOUND15
  39. # INBOUND15 INBOUND
  40. SAWTOOTH LODGE PRIMARY STORY: ESCAPE TYPICAL ESCAPE STORY ‘ET! 3 VT‘-FE" Different? Cftnfif , ‘Ir; "u‘_“ l V, r », r.: —mtm; , M‘- -1'; -.n»m; ~ ; 0'4 3:-1. "5. H-';5’M {J. T‘. ‘H INBOUND #| NBOUND15
  41. 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY CHANGE? 4. WHAT WILL BE DIFFERENT? 5. WHAT'S NEXT? INBOUND #3 NNNNNNN 15
  42. # INBOUND15 INBOUND
  43. SEE THE WORLD INBOUND 1:: nnnnnnn 15
  44. Thos Is where I put notes and the many thank you messages about all the books and movies and Ideas that aren't mnne but make thxs kind of conversation possnble. The Storytelling Animal by Jonathan Gottschall 20 Master Plots by Ronam B Tomas The Elements of Eloquence by Mark Forsyth The Wizani ofoz by Frank L Baum Wonder Woman by Charles Moulton and H. G. Peter Gleaming the Cube by Michael Tolkln Dead Poet's Society by Tom Schulman INBOUND #lNBOUND15
  45. . THANK YOU! 4' FLY MY PREITIESI GO TELL SOME TALES. IT'S WORTH IT. INBOUND $$| NBOUND15

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