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@ESKIMON • TELLING INSPIRING STORIES1
THE POWER OF STORIES
HOW TO USE STORYTELLING FOR MORE ENGAGING MARKETING
SIMON KEMP • • DECEMBER 2016
@ESKIMON • TELLING INSPIRING STORIES2
SIMON KEMP
@ESKIMON
@ESKIMON • TELLING INSPIRING STORIES3
@ESKIMON • TELLING INSPIRING STORIES4
STORYTELLING IS ONE OF THE
HOTTEST TOPICS IN MARKETING TODAY
@ESKIMON • TELLING INSPIRING STORIES5
BUT WHY HAS STORYTELLING
BECOME SUCH A BIG DEAL?
@ESKIMON • TELLING INSPIRING STORIES6
STORIES ARE ONE OF THE MOST PERSUASIVE TOOLS
AVAILABLE TO MARKETERS ACROSS ALL INDUSTRIES
@ESKIMON • TELLING INSPIRING STORIES7
WHY?
@ESKIMON • TELLING INSPIRING STORIES8
STORIES ARE WHAT MAKE US HUMAN
@ESKIMON • TELLING INSPIRING STORIES9
THEY PROVIDE US WITH A SENSE OF BELONGING,
AND HELP TO CONNECT US WITH OTHER PEOPLE
@ESKIMON • TELLING INSPIRING STORIES10
STORIES ARE HOW WE LEARN
@ESKIMON • TELLING INSPIRING STORIES11
THE ‘NARRATIVE’ OF STORIES REFLECTS HOW OUR
BRAINS STRUCTURE AND REMEMBER INFORMATION
@ESKIMON • TELLING INSPIRING STORIES12
WE SHARE AND GROW THE COLLECTIVE WEALTH OF
HUMAN KNOWLEDGE BY TELLING EACH OTHER STORIES
@ESKIMON • TELLING INSPIRING STORIES13
STORIES ALSO DEFINE CULTURE, AND HELP US
UNDERSTAND WHERE WE ‘FIT’ IN THE WORLD
@ESKIMON • TELLING INSPIRING STORIES14
THEY’RE AT THE HEART OF EVERY CIVILISATION,
EVERY SOCIETY, EVERY RELIGION, EVERY FAMILY
@ESKIMON • TELLING INSPIRING STORIES15
STORIES SHAPE OUR SENSE OF SELF
@ESKIMON • TELLING INSPIRING STORIES16
THE STORIES WE TELL ABOUT OURSELVES – AND TO
OURSELVES – ARE CENTRAL TO DEFINING WHO WE ARE
@ESKIMON • TELLING INSPIRING STORIES17
ALL OUR LIVES
ARE STORIES
@ESKIMON • TELLING INSPIRING STORIES18
BUT WHAT EXACTLY IS A ‘STORY’?
@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.
“
”
@ESKIMON • TELLING INSPIRING STORIES20
WHAT MAKES A POWERFUL STORY?
@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
@ESKIMON • TELLING INSPIRING STORIES22
GOOD STORIES ARE EXPERIENTIAL: THEY
DRAW US IN, CAPTIVATING OUR ATTENTION
@ESKIMON • TELLING INSPIRING STORIES23
BUT GOOD STORIES CAPTIVATE MORE THAN JUST OUR
ATTENTION; THEY ALSO ENGAGE OUR IMAGINATIONS
@ESKIMON • TELLING INSPIRING STORIES24
STORIES ACTIVATE MORE AREAS OF
OUR BRAINS THAN MERE FACTS ALONE
@ESKIMON • TELLING INSPIRING STORIES25
STORIES ACTIVELY ENGAGE OUR SENSORY CORTEX,
WHERE OUR BRAINS PROCESS OUR FIVE SENSES
@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
@ESKIMON • TELLING INSPIRING STORIES27
AS A RESULT, THE BEST STORIES INVOLVE US AS ACTIVE
PARTICIPANTS, RATHER THAN PASSIVE SPECTATORS
@ESKIMON • TELLING INSPIRING STORIES28
AT THE SAME TIME, GOOD STORIES TRIGGER THE
RELEASE OF POWERFUL HORMONES IN OUR BODIES
@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
@ESKIMON • TELLING INSPIRING STORIES30
THESE HORMONES INFLUENCE OUR MOOD, AS
WELL AS OUR FEELINGS TOWARDS OTHER PEOPLE
@ESKIMON • TELLING INSPIRING STORIES31
IN OTHER WORDS, THE BEST STORIES
CAN ACTUALLY MAKE US FEEL SOMETHING
@ESKIMON • TELLING INSPIRING STORIES32
WHAT’S MORE, GOOD STORIES CAN ACTIVELY CHANGE
THE FUNDAMENTAL CHEMISTRY OF OUR BRAINS
@ESKIMON • TELLING INSPIRING STORIES33
THESE CHANGES CAN PERMANENTLY INFLUENCE OUR
PERSONALITIES, OUR HABITS, AND OUR BEHAVIOUR
@ESKIMON • TELLING INSPIRING STORIES34
MOREOVER, STORIES DON’T JUST
IMPACT US AS INDIVIDUALS, EITHER
@ESKIMON • TELLING INSPIRING STORIES35
STORIES CAN TRIGGER NEURAL COUPLING – THAT
FEELING WE GET WHEN WE ‘CLICK’ WITH SOMEONE
@ESKIMON • TELLING INSPIRING STORIES36
NEURAL COUPLING HELPS US TO SYNCHRONISE
OUR EMOTIONS WITH OTHER PEOPLE
@ESKIMON • TELLING INSPIRING STORIES37
THIS IS WHAT WE CALL ‘EMPATHY’
@ESKIMON • TELLING INSPIRING STORIES38
AND THIS IS WHY STORYTELLING IS SO VALUABLE IN
MARKETING: EMPATHY IS THE CORE PILLAR OF TRUST
@ESKIMON • TELLING INSPIRING STORIES39
STORIES ARE
POWERFUL
@ESKIMON • TELLING INSPIRING STORIES40
HOWEVER, MANY MARKETERS STILL STRUGGLE
TO TELL ENGAGING AND PERSUASIVE STORIES
@ESKIMON • TELLING INSPIRING STORIES41
SO WHAT ARE THE SECRETS
TO TELLING BETTER STORIES?
@ESKIMON • TELLING INSPIRING STORIES42
KEPIOS’S 1O STEPS
TO BETTER STORIES
@ESKIMON • TELLING INSPIRING STORIES43
HAVE A CLEAR PURPOSE: WHY DO YOU WANT TO
TELL A STORY? WHAT’S YOUR DESIRED OUTCOME?
@ESKIMON • TELLING INSPIRING STORIES44
UNDERSTAND YOUR AUDIENCE: HOW IS YOUR STORY
RELEVANT TO PEOPLE? HOW DOES IT ADD VALUE?
@ESKIMON • TELLING INSPIRING STORIES45
START STRONG: DRAW AUDIENCES INTO YOUR
NARRATIVE, RIGHT FROM THE VERY BEGINNING
@ESKIMON • TELLING INSPIRING STORIES46
BE AUTHENTIC: EVERY ONE OF
US IS DRAWN TO ‘TRUE’ STORIES
@ESKIMON • TELLING INSPIRING STORIES47
USE EMOTION: APPEAL TO PEOPLE’S FIVE (OR
SIX) SENSES, NOT JUST TO FACTS AND SENSE
@ESKIMON • TELLING INSPIRING STORIES48
KEEP IT SIMPLE: FOCUS ON THE
ENJOYMENT OF THE EXPERIENCE
@ESKIMON • TELLING INSPIRING STORIES49
...BUT REMEMBER THAT DRAMA AND MYSTERY CAN
HELP YOU TELL MORE ENGAGING STORIES TOO
@ESKIMON • TELLING INSPIRING STORIES50
MAKE IT SOCIABLE: OFFER WAYS FOR PEOPLE TO
INVOLVE THEMSELVES AS CHARACTERS IN YOUR STORY
@ESKIMON • TELLING INSPIRING STORIES51
DON’T TELL THE WHOLE STORY: LET PEOPLE
INTERPRET THEIR OWN MEANING AND CONCLUSIONS
@ESKIMON • TELLING INSPIRING STORIES52
LEAVE PEOPLE WANTING MORE: THERE’S
NOTHING MORE ENGAGING THAN A CLIFFHANGER
@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
@ESKIMON • TELLING INSPIRING STORIES54
WANT TO KNOW MORE? LET’S CONTINUE THE
CONVERSATION ON SOCIAL MEDIA: @ESKIMON
@ESKIMON • TELLING INSPIRING STORIES55
@ESKIMON • TELLING INSPIRING STORIES56
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
INSPIRING MARKETING
KEPIOS.COM

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How To Tell Inspiring Stories

  • 1. @ESKIMON • TELLING INSPIRING STORIES1 THE POWER OF STORIES HOW TO USE STORYTELLING FOR MORE ENGAGING MARKETING SIMON KEMP • • DECEMBER 2016
  • 2. @ESKIMON • TELLING INSPIRING STORIES2 SIMON KEMP @ESKIMON
  • 3. @ESKIMON • TELLING INSPIRING STORIES3
  • 4. @ESKIMON • TELLING INSPIRING STORIES4 STORYTELLING IS ONE OF THE HOTTEST TOPICS IN MARKETING TODAY
  • 5. @ESKIMON • TELLING INSPIRING STORIES5 BUT WHY HAS STORYTELLING BECOME SUCH A BIG DEAL?
  • 6. @ESKIMON • TELLING INSPIRING STORIES6 STORIES ARE ONE OF THE MOST PERSUASIVE TOOLS AVAILABLE TO MARKETERS ACROSS ALL INDUSTRIES
  • 7. @ESKIMON • TELLING INSPIRING STORIES7 WHY?
  • 8. @ESKIMON • TELLING INSPIRING STORIES8 STORIES ARE WHAT MAKE US HUMAN
  • 9. @ESKIMON • TELLING INSPIRING STORIES9 THEY PROVIDE US WITH A SENSE OF BELONGING, AND HELP TO CONNECT US WITH OTHER PEOPLE
  • 10. @ESKIMON • TELLING INSPIRING STORIES10 STORIES ARE HOW WE LEARN
  • 11. @ESKIMON • TELLING INSPIRING STORIES11 THE ‘NARRATIVE’ OF STORIES REFLECTS HOW OUR BRAINS STRUCTURE AND REMEMBER INFORMATION
  • 12. @ESKIMON • TELLING INSPIRING STORIES12 WE SHARE AND GROW THE COLLECTIVE WEALTH OF HUMAN KNOWLEDGE BY TELLING EACH OTHER STORIES
  • 13. @ESKIMON • TELLING INSPIRING STORIES13 STORIES ALSO DEFINE CULTURE, AND HELP US UNDERSTAND WHERE WE ‘FIT’ IN THE WORLD
  • 14. @ESKIMON • TELLING INSPIRING STORIES14 THEY’RE AT THE HEART OF EVERY CIVILISATION, EVERY SOCIETY, EVERY RELIGION, EVERY FAMILY
  • 15. @ESKIMON • TELLING INSPIRING STORIES15 STORIES SHAPE OUR SENSE OF SELF
  • 16. @ESKIMON • TELLING INSPIRING STORIES16 THE STORIES WE TELL ABOUT OURSELVES – AND TO OURSELVES – ARE CENTRAL TO DEFINING WHO WE ARE
  • 17. @ESKIMON • TELLING INSPIRING STORIES17 ALL OUR LIVES ARE STORIES
  • 18. @ESKIMON • TELLING INSPIRING STORIES18 BUT WHAT EXACTLY IS A ‘STORY’?
  • 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. @ESKIMON • TELLING INSPIRING STORIES20 WHAT MAKES A POWERFUL STORY?
  • 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. @ESKIMON • TELLING INSPIRING STORIES22 GOOD STORIES ARE EXPERIENTIAL: THEY DRAW US IN, CAPTIVATING OUR ATTENTION
  • 23. @ESKIMON • TELLING INSPIRING STORIES23 BUT GOOD STORIES CAPTIVATE MORE THAN JUST OUR ATTENTION; THEY ALSO ENGAGE OUR IMAGINATIONS
  • 24. @ESKIMON • TELLING INSPIRING STORIES24 STORIES ACTIVATE MORE AREAS OF OUR BRAINS THAN MERE FACTS ALONE
  • 25. @ESKIMON • TELLING INSPIRING STORIES25 STORIES ACTIVELY ENGAGE OUR SENSORY CORTEX, WHERE OUR BRAINS PROCESS OUR FIVE SENSES
  • 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. @ESKIMON • TELLING INSPIRING STORIES27 AS A RESULT, THE BEST STORIES INVOLVE US AS ACTIVE PARTICIPANTS, RATHER THAN PASSIVE SPECTATORS
  • 28. @ESKIMON • TELLING INSPIRING STORIES28 AT THE SAME TIME, GOOD STORIES TRIGGER THE RELEASE OF POWERFUL HORMONES IN OUR BODIES
  • 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. @ESKIMON • TELLING INSPIRING STORIES30 THESE HORMONES INFLUENCE OUR MOOD, AS WELL AS OUR FEELINGS TOWARDS OTHER PEOPLE
  • 31. @ESKIMON • TELLING INSPIRING STORIES31 IN OTHER WORDS, THE BEST STORIES CAN ACTUALLY MAKE US FEEL SOMETHING
  • 32. @ESKIMON • TELLING INSPIRING STORIES32 WHAT’S MORE, GOOD STORIES CAN ACTIVELY CHANGE THE FUNDAMENTAL CHEMISTRY OF OUR BRAINS
  • 33. @ESKIMON • TELLING INSPIRING STORIES33 THESE CHANGES CAN PERMANENTLY INFLUENCE OUR PERSONALITIES, OUR HABITS, AND OUR BEHAVIOUR
  • 34. @ESKIMON • TELLING INSPIRING STORIES34 MOREOVER, STORIES DON’T JUST IMPACT US AS INDIVIDUALS, EITHER
  • 35. @ESKIMON • TELLING INSPIRING STORIES35 STORIES CAN TRIGGER NEURAL COUPLING – THAT FEELING WE GET WHEN WE ‘CLICK’ WITH SOMEONE
  • 36. @ESKIMON • TELLING INSPIRING STORIES36 NEURAL COUPLING HELPS US TO SYNCHRONISE OUR EMOTIONS WITH OTHER PEOPLE
  • 37. @ESKIMON • TELLING INSPIRING STORIES37 THIS IS WHAT WE CALL ‘EMPATHY’
  • 38. @ESKIMON • TELLING INSPIRING STORIES38 AND THIS IS WHY STORYTELLING IS SO VALUABLE IN MARKETING: EMPATHY IS THE CORE PILLAR OF TRUST
  • 39. @ESKIMON • TELLING INSPIRING STORIES39 STORIES ARE POWERFUL
  • 40. @ESKIMON • TELLING INSPIRING STORIES40 HOWEVER, MANY MARKETERS STILL STRUGGLE TO TELL ENGAGING AND PERSUASIVE STORIES
  • 41. @ESKIMON • TELLING INSPIRING STORIES41 SO WHAT ARE THE SECRETS TO TELLING BETTER STORIES?
  • 42. @ESKIMON • TELLING INSPIRING STORIES42 KEPIOS’S 1O STEPS TO BETTER STORIES
  • 43. @ESKIMON • TELLING INSPIRING STORIES43 HAVE A CLEAR PURPOSE: WHY DO YOU WANT TO TELL A STORY? WHAT’S YOUR DESIRED OUTCOME?
  • 44. @ESKIMON • TELLING INSPIRING STORIES44 UNDERSTAND YOUR AUDIENCE: HOW IS YOUR STORY RELEVANT TO PEOPLE? HOW DOES IT ADD VALUE?
  • 45. @ESKIMON • TELLING INSPIRING STORIES45 START STRONG: DRAW AUDIENCES INTO YOUR NARRATIVE, RIGHT FROM THE VERY BEGINNING
  • 46. @ESKIMON • TELLING INSPIRING STORIES46 BE AUTHENTIC: EVERY ONE OF US IS DRAWN TO ‘TRUE’ STORIES
  • 47. @ESKIMON • TELLING INSPIRING STORIES47 USE EMOTION: APPEAL TO PEOPLE’S FIVE (OR SIX) SENSES, NOT JUST TO FACTS AND SENSE
  • 48. @ESKIMON • TELLING INSPIRING STORIES48 KEEP IT SIMPLE: FOCUS ON THE ENJOYMENT OF THE EXPERIENCE
  • 49. @ESKIMON • TELLING INSPIRING STORIES49 ...BUT REMEMBER THAT DRAMA AND MYSTERY CAN HELP YOU TELL MORE ENGAGING STORIES TOO
  • 50. @ESKIMON • TELLING INSPIRING STORIES50 MAKE IT SOCIABLE: OFFER WAYS FOR PEOPLE TO INVOLVE THEMSELVES AS CHARACTERS IN YOUR STORY
  • 51. @ESKIMON • TELLING INSPIRING STORIES51 DON’T TELL THE WHOLE STORY: LET PEOPLE INTERPRET THEIR OWN MEANING AND CONCLUSIONS
  • 52. @ESKIMON • TELLING INSPIRING STORIES52 LEAVE PEOPLE WANTING MORE: THERE’S NOTHING MORE ENGAGING THAN A CLIFFHANGER
  • 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. @ESKIMON • TELLING INSPIRING STORIES54 WANT TO KNOW MORE? LET’S CONTINUE THE CONVERSATION ON SOCIAL MEDIA: @ESKIMON
  • 55. @ESKIMON • TELLING INSPIRING STORIES55
  • 56. @ESKIMON • TELLING INSPIRING STORIES56 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM INSPIRING MARKETING KEPIOS.COM