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3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
The document emphasizes the importance of storytelling for A/E/C marketers, outlining three essential stories to master: personal stories, firm narratives, and client success stories. It highlights the structure of a compelling story, which includes a setup, conflict, turning point, and outcome to engage audiences and foster trust. Additionally, it provides guidance on how to effectively tell these stories to improve connection and persuasion in marketing.
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3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
- 1. 3 Stories @ DA V I D L E C O U R S A/E/C Marketers Must Master
- 3. Can I tellyou a story? INTRO
- 14. The Point ✴ AboutMe ✴ My purpose: help A/E/C fi rms to di ff erentiate ✴ Continually deepen your expertise ✴ Share that expertise through story
- 15. 1 of 3Stories ✴ About me ✴ About our fi rm ✴ Whom we’ve helped
- 16. About Me AboutMy 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
- 18. Agenda ✴ Why leadwith story? ✴ Story structure ✴ 3 stories to master ✴ How to tell stories
- 19.
- 20. Why lead withstory?
- 21. 21 Story moves audiences ✴Get to know, like, and trust you and your fi rm ✴ Persuasion ✴ Everyone markets, everyone can tell stories
- 22. Story Allows YouIn 22 W H Y L E A D W I T H S T O R Y ?
- 23.
- 24.
- 25.
- 26. 26 W H YL E A D W I T H S T O R Y ?
- 27.
- 28.
- 29. Leaders Tell Stories 29 WH Y L E A D W I T H S T O R Y ?
- 31. “People that tell storiesrule the world” 31 L E A D E R S T E L L S T O R I E S – P L AT O
- 33. – P ET E R D R U C K E R “Culture eats strategy for breakfast.” 33
- 34. Culture Foundation • Values •Bene fi ts • Language • Stories • Rituals • Artifacts
- 35. Story helps us toremember. 35 W H Y L E A D W I T H S T O R Y ?
- 36. We aren’t present whendecisions are being made. 36 S T O R Y H E L P S U S R E M E M B E R
- 37. “Tell me afact 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.” 37 S T O R Y H E L P S U S R E M E M B E R – I N D I A N P R O V E R B
- 38. Viral Stories 38 S TO R Y H E L P S U S R E M E M B E R
- 40. ? W H YL E A D W I T H S T O R Y ?
- 41. Agenda ✴ Why leadwith story? ✴ Story structure ✴ 3 stories to master ✴ How to tell stories
- 42.
- 43. S T OR Y S T R U C T U R E SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
- 44.
- 45.
- 46.
- 47.
- 48.
- 49.
- 50.
- 51. S T OR Y S T R U C T U R E SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 The Blue Flame breaks the land speed record at Bonneville Salt Flats, Utah
- 52. ? W H YL E A D W I T H S T O R Y ?
- 53. Agenda ✴ Why leadwith story? ✴ Story structure ✴ 3 stories to master ✴ How to tell stories
- 54. 3 Stories toMaster
- 55. 3 Stories toMaster ✴ About me ✴ About our fi rm ✴ Whom we’ve helped
- 56.
- 57. Why did Ilead with my KAA story? 57 A B O U T M E
- 58. Connection. 58 A B OU T M E
- 59. People do businesswith people they know, like, and trust. 59 A B O U T M E
- 60.
- 61. Write an AboutMe Outline 61 A B O U T M E
- 62. 62 About Me Plots ✴Challenge ✴ Rags to riches ✴ What I’ve learned ✴ Biggest mistake ✴ Purpose
- 63. 63 About Me Plots ✴Challenge ✴ Rags to riches ✴ What I’ve learned ✴ Biggest mistake ✴ Purpose: why I’m an A/E/C marketer
- 64. Not what youdo, but why you do it. 64 A B O U T M E
- 65. 65 About Me (Purpose)Inspiration ✴ Event from your youth as a marketing prodigy ✴ A moment that validated this is your calling ✴ A turning point in your career ✴ ?
- 66. How to writeall stories 66 W R I T I N G Y O U R A B O U T M E S T O R Y
- 67. Start with thepoint: Why I’m an AEC marketer 67 W R I T I N G Y O U R A B O U T M E S T O R Y
- 68. 68 About Me Outline 1.Point: my purpose 2. Outcome: my new way to di ff erentiate our fi rm 3. Setup: me, KAA, working together 4. Con fl ict: getting fi red 5. Turning Point: pain and re fl ection
- 69. W R IT I N G Y O U R A B O U T M E S T O R Y SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 My Purpose: Help A/E/C fi rms di ff erentiate through the power of story Me KAA Owner Getting fi red Pain and re fl ection: my fi rm was a commodity Focus on A/E/C, winning new KAA project
- 70. T E LL I N G Y O U R A B O U T M E S T O R Y SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
- 71. W R IT I N G Y O U R A B O U T M E S T O R Y SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 Why I’m an A/E/C marketer who where when tension struggle resistance a-ha moment light bulb catalyst to change ending new way
- 72. ? W H YL E A D W I T H S T O R Y ?
- 73. 2 About MyFirm
- 74. 74 About My FirmPlots ✴ Origin – how you were born ✴ Purpose – why you exist ✴ Vision – where you are headed ✴ Reinvention – why you’ve changed ✴ Revenge – what your fi ghting against ✴ Challenge – what your fi ghting for
- 75. W R IT I N G Y O U R A B O U T M Y F I R M S T O R Y SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 Select one: origin, purpose, vision, challenge, revenge, reinvention who where when tension struggle resistance a-ha moment light bulb catalyst to change ending new way
- 76. ? W H YL E A D W I T H S T O R Y ?
- 77. 3 Whom We’veHelped
- 78. Prospective clients can’t testdrive your services. 78 W H Y A B O U T M Y F I R M S T O R I E S W O R K
- 79. You’ve solved similar problemsfor similar clients. 79 W H Y A B O U T M Y F I R M S T O R I E S W O R K
- 80. Story is ashortcut to trust. 80 W H Y A B O U T M Y F I R M S T O R I E S W O R K
- 82. 82 Whom We’ve HelpedPlots ✴ Value of design, ROI ✴ Overcoming challenges ✴ Innovation, a new way ✴ Process ✴ Saving time or dollars
- 83. Your client isthe protagonist. 83 W H O M W E ’ V E H E L P E D
- 84. W R IT I N G Y O U R W H O M W E ’ V E H E L P E D S T O R I E S SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 Select one: value, challenge, innovation, process, saving time or $ who where when tension struggle resistance a-ha moment light bulb catalyst to change ending how your client bene fi ts
- 85. 3–5 hero stories wouldbe great. 85 W H O M W E ’ V E H E L P E D
- 86.
- 87.
- 88. ? W H YL E A D W I T H S T O R Y ?
- 89. Agenda ✴ Why leadwith story? ✴ Story structure ✴ 3 stories to master ✴ How to tell stories
- 90. How to tellstories
- 91. 91 Speak Human. ✴ Simplelanguage, not biz speak ✴ Use order, restraint, and brevity ✴ Use empathy to create connection
- 92. “There is nothinglike telling your story in person. The more time we spend in front of screens, the more we crave human contact.” 92 H O W T O T E L L S T O R I E S – A R I A N N A H U F F I N G T O N
- 93. 93 Make it sticky ✴Enthusiasm, mirror neurons ✴ Use props or visual aids ✴ Descriptive language, dialogue ✴ Metaphor and other poetic devices
- 94. 94 Be vulnerable ✴ Perfectionisn’t interesting ✴ Change is scary, and asking for help is desired ✴ Power in sharing fi rst
- 95.
- 96. Where to tellstories
- 97. About Me AboutMy 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
- 98. ? W H YL E A D W I T H S T O R Y ?
- 99. Agenda ✴ Why leadwith story? ✴ Story structure ✴ 3 stories to master ✴ How to tell stories
- 100.
- 101. It will seemweird at first. 101 C O N C L U S I O N
- 102. You now havetools. 102 C O N C L U S I O N
- 103. Why lead withstory?
- 104. S T OR Y S T R U C T U R E SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
- 105. 3 Stories toMaster ✴ About me ✴ About our fi rm ✴ Whom we’ve helped
- 106. How to tellstories
- 107. You now havetools. Will you use them? 107 C O N C L U S I O N
- 108. Share what you’velearned 108 C O N C L U S I O N
- 110. ✴ A SA T H A N K Y O U , W E ’ L L E M A I L Y O U A P R I V AT E L I N K W I T H G O O D I E S Bonus Goodies
- 111. People are hungryfor good stories. 111 C O N C L U S I O N
- 112. “Tell me afact 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.” 112 S T O R Y H E L P S U S R E M E M B E R – I N D I A N P R O V E R B
- 113. Let’s be friends. DA V I D @ L E C O U R S D E S I G N . C O M