A/E/C Marketers must continually deepen their expertise and share it generously via the power of story. Learn the About Me, About My Firm, and Whom We've Helped Stories. Learn why story persuades, how to write your stories, and how to tell your stories.

1. 3 Super Stories
Marketers Must Master
D A V I D L E C O U R S f o r S M P S - P R C 2 0 1 7

2. Can I Tell You
a Story?

5. A R C H I T E C T S
KIRKPATRICK

8. The Point
Continually Deepen Expertise
Share Expertise Generously
via The Power of Story

9. 1 of 3 Stories
About My Firm
About Me
Whom We’ve Helped

10. Agenda
Why Lead with Story?
The 3 Stories to Master
How to Write Your 3 Stories
How to Tell Stories

11. Format
Presentation / Stories
Participation / Dialogue
Q&A
Notes / Handout / Slides

12. Slides
lecoursdesign.com/3stories

13. Why lead
with story?

14. Story Helps
Get to Know, Like, Trust You
Know, Like, Trust Your Firm
Persuade
Everyone is in Marketing

15. Story Allows
You In
WHY

18. Neocortex
Limbic
Reptilian

20. Leaders
Tell Stories
WHY

22. “People that
tell stories rule
the world.”
–Plato
WHY

23. 3

24. LOGOS
ETHOS
PATHOS

25. ?
WHY

26. Agenda
Why Lead with Story?
The 3 Stories to Master
How to Write Your 3 Stories
How to Tell Stories

27. What three
stories must
marketers
master?

28. About Me About
My Firm
Whom We’ve
Helped

29. Story
Structure

30. SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5

31. SETUP1

32. CONFLICT2

33. “Something must be at stake
that convinces the audience
that a great deal will be lost if
the hero doesn’t obtain his
goal. If nothing is at risk, then
it’s not interesting.”
–Robert McKee

34. TURNING POINT
3

35. OUTCOME
4

36. YOUR POINT
5

37. SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5
Alaskan winters makes
people a little crazy
who
where
when
tension
resistance
struggle
a-ha
light bulb
catalyst to change
ending
new way

38. About Me
3 STORIES

39. POINT
Not just
what you do,
but why

40. People do
business
with people
they know.

41. bio=facts
story=character

42. About Me Stories
1. Event from your youth predicting you
becoming a marketer
2. Why did you become a marketer?
3. A moment confirming this is your calling
4. Key turning point in your career
via Bill Baker

43. Homework
About Me
Homework

44. About
My Firm
WHAT

45. About Me
About
My Firm
Whom I’ve
Helped
Possible Plots:
Founding Story
Purpose Story
Vision Story

47. Homework
About My Firm
Homework

48. Whom We’ve
Helped
WHAT

49. About Me
About
My Firm
Whom I’ve
Helped
Possible Plots:
Value of Design
Overcome Challenges
Your Process Works
How Client Met Goals

51. Your Client is
the Protagonist
WHAT

52. Homework
Whom We’ve Helped
Homework

53. ?
WHAT 3 STORIES

54. Agenda
Why Lead with Story?
The 3 Stories to Master
How to Write Your 3 Stories
How to Tell Stories

55. How to
write your
stories

56. About Me
Story Development
HOW

57. SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5

58. Start with the point.
HOW

59. About Me Stories
1. Event from your youth predicting you
becoming a marketer
2. Why did you become a marketer?
3. A moment confirming this is your calling
4. Key turning point in your career
via Bill Baker

60. My About Me
1. Point: my purpose
2. Outcome: my new way
3. Setup: me, KAA, work
4. Conflict: fired
5. Turning Point: pain

61. Agenda
Why Lead with Story?
The 3 Stories to Master
How to Write Your 3 Stories
How to Tell Stories

62. How to
tell your
stories

64. LT
S

65. SL
T

66. Mirror
Neurons

67. Where?
HOW

68. About Me
About
My Firm
Whom We’ve
Helped
Written Bio
Video Bio
Self-Intro
Interviews
Networking
Social Media
Speaking
Website
Video
Direct Mail
Proposal
Networking
Social Media
Speaking
Case Studies
Project Sheets
Website
Monograph
Interviews
Publicity
Social Media
Testimonials

69. When?
HOW

70. About Me About
My Firm
Whom We’ve
Helped
Tell Me About
Yourself.
Why Should I
Hire you?
Tell Me About
Your Firm.
What’s
different about
your firm?
Questions on:
Problem Solving
Change
Collaboration
ROI
Expectations
Pragmatism
Hands-On
Environment

71. Set Up
HOW

72. Show
Vulnerability
HOW

73. It is Not
Weakness
HOW

74. Power of
Going First
HOW

75. Homework

76. Speak
Human
HOW

77. “There is nothing like telling
your story in person. The more
time we spend in front of
screens, the more we crave
human contact.”
–Arianna Huffington

78. Make It
Sticky
HOW

79. ?
HOW

80. Agenda
Why Lead with Story?
The 3 Stories to Master
How to Write Your 3 Stories
How to Tell Stories

81. Next Steps

82. Share What
You Learned

83. Homework

84. Slides
lecoursdesign.com/3stories

85. Hunting for
Stories

86. Conclusion

87. Why lead
with story?

88. What three
stories to
tell?

89. How to
tell your
stories?

90. Tell me a fact and I’ll
learn. Tell me a truth
and I’ll believe. But tell
me a story and it will
live in my heart forever.
— Indian Proverb