Gilbane narrative workshop 2019
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This document discusses how to build a strong narrative for an organization. It defines what a narrative is and explains that great brands build narratives to explain themselves, reach out to others, and establish a system of beliefs. The document outlines a narrative hierarchy and provides exercises to assess a competitor's narrative strengths and weaknesses and then do the same assessment for one's own organization. It discusses how to develop the key components of a narrative including the "why", "how", "offer", and "proof". The goal is to develop a narrative that is aspirational, emotionally resonant, clearly about the organization, and answers prospects' questions to engage them further.
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Gilbane narrative workshop 2019
- 1. Deb Lavoy deb@atigro.com @deb_lavoy Narrative Building Proprietary and confidential. Copyright 2019, Atigro.com Understanding (And Building) Your Organization’s Core Narrative
- 3. A narrative is an interconnected set of beliefs that influence how you interpret the meaning of things.
- 5. AS MARKETERS WE BUILD NARRATIVES
- 10. GREAT BRANDS DO THIS
- 14. In building narratives we are explaining ourselves we are reaching out and we are also establishing a system of beliefs.
- 15. Agenda 1. Understanding narratives 2. Understanding narrative strength 3. Building narrative strength
- 17. NARRATIVE
- 18. STORY
- 20. 1. Are you hard to explain? deb@atigro.com
- 21. 2. Or hard to differentiate? deb@atigro.com
- 22. 3. Why do you matter? deb@atigro.com
- 23. So how do you get one?
- 24. 1. Narrative Hierarchy 2. Three second test 3. Narrative strength assessment
- 33. Not always just aspirational rainbows and unicorns….
- 35. The excuses: “People already know what we do.” “They will be curious and look around”
- 38. 1. Land my eye 2. Say the most important thing 3. Show me where to look next
- 39. Step one: Quick – what does your eye land on?
- 49. Exercise One: The three second test 1. Who is your biggest/most annoying competitor? 2. Pull up their website.
- 50. • Where does your eye land? • What are they telling you? • Where should you look next?
- 51. 3. Now do the same thing with your own website. • Try to imagine you’ve never seen the site before.
- 52. 4. Now swap with your neighbor. • Take turns. • Point to where your eye lands. • Tell them what you think this company does. • Point to where you think you should go next.
- 53. NARRATIVE STRENGHTH 1. PRESENTATION 2. CLARITY 3. RESONANCE 4. SHARE-ABILITY 5. REPETITION
- 54. 1. Presentation 0-2 Is the narrative obvious? Is it legible? Does it focus on the main points? Does it guide me to the next step? 2. Clarity Can I understand it? Does it answer my questions? Does it have a logical flow? Does it offer the right level of detail? 3. Resonance Does it connect emotionally? Does it “just make sense”? Does it offer proof and supporting info? Does it encourage me to action? 4. Share-ability Is it memorable? Can I explain it to someone else? Do you encourage me to share? Does it feel natural in your mouth? Copyright 2019 Atigro.com
- 55. 5. Repetition Do the key phrases show up in several channels and materials? Do the key ideas come up in client conversations? Do the people in your org know these ideas/phrases? Does your audience use them?
- 59. Exercise Two 1. Go back to that competitor’s site. 2. Apply the narrative strength test. What’s their score? 3. What are their narrative strengths? Weaknesses? 4. Now do yours. 5. What are your narrative strengths? 6. Weaknesses?
- 60. 1. Now do yours. 2. What are your narrative strengths? 3. Weaknesses?
- 61. Exercise three We’re going to start to build a narrative.
- 62. 1. What do you do? 2. Who do you do it for? Getting grounded.
- 63. 3. When do your clients want your product/service/idea? 4. When do they want YOU? 5. What emotions do they have about this need? • Aspirations? • Anxieties?
- 64. 6. What is your approach or methodology?
- 65. 7. How can you build credibility and prove what you say is true? (testimonials, data, awards, analyst reports)
- 66. 7. What do you actually sell? In other words, if I like you, what can I buy?
- 67. 7. What questions do you need to answer for your prospects before they’re ready to engage further?
- 68. 8. How can you build credibility and prove what you say is true? (testimonials, data, awards, analyst reports)
- 69. The big “why”. 1. Start with your what. 2. 5 whys. You are done when you are saying something that: - Is aspirational. - Creates an emotionally resonant statement - Is specific enough that it is clearly about you.
- 76. How to go forward Talk to • Your founders • Your clients • Your sales team Ask them these questions. Refine and review. Practice.
- 77. You know you’ve got something good when… It seems simple and obvious. Your phrases come out of your mouth easily. Your phrases come out of other people’s mouths. Some people are still unhappy.
- 78. Deb Lavoy deb@atigro.com Proprietary and confidential. Copyright 2019
- 79. THANK YOU
Editor's Notes
- What does image this mean to you? To my husband it means a perfect Friday night. To a nutritionist, it might mean the decline of the American Empire. To a vegetarian, it may mean temptation or animal cruelty. Most likely some of both. It depends on the narrative you’re bringing to the table.
- Narratives have deep emotional footings, but also things that appeal to what makes sense to us, they include logic and confirming information.
- So you create an idea of what this thing is.
- If you’re any good, you’ll connect that whole to a user.
- And if you’re very good, you’ll connect with a yearning. Now our photographer is a visionary. An adventurer.
- There’s emotional resonance, intellectual resonance. Positive and negative.
- And this
- These are moments that are not just about who we are, but who we want to be
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- The characters, the place, the time, the “boldly go where no man has gone before” thing, the tricorder and the communicator, the transporter, the computer you can speak to, but which oddly, didn’t talk back (I like this model, by the way) the elements of the gestalt, the physical laws of their environment.
- Those people and context, in action – responding to a situation - that’s a story.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- How do you want people to go through your site? How do they want to go through your site?
- How do you want people to go through your site? How do they want to go through your site?