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Storytelling presentation (ma rs, june 11)
The document discusses the importance of storytelling in marketing, emphasizing that consumers encounter a vast amount of content daily and that effective storytelling can evoke emotions and forge connections. It highlights the necessity of establishing a core story for a company, which should focus on its purpose, impact on customers, and long-term success beyond financial gain. Additionally, it outlines different storytelling themes and marketing strategies that can guide a customer's journey from awareness to decision-making.
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Storytelling presentation (ma rs, june 11)
- 1. The Art ofStorytelling
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- 3. Yes, that’s anair conditioner
- 6. People see/hear >100,000 words/dayof content: TV, radio, social media, video games, text messages, Web.
- 7. Consumers have lots information aboutyour products
- 8. Stories Spark Emotions, BuildConnections and Trigger Actions
- 11. The Customer isKing It’s Not About the Product Always Be Storytelling Always be Storyhunting Establish Your Core Story A
- 13. “Capturing life’s mostexciting moments, and sharing them with others.” – Suzanne Watson
- 15. Discovering Your CoreStory Why does our company exist? How do we want to change the lives of our customers? Beyond money, how do we define success?
- 16. The Customer isKing It’s Not About the Product Always Be Storytelling Always be Storyhunting Establish Your Core Story A
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- 22. The Customer isKing It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story A
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- 24. Four Easy AndEffective Story Themes Stories about how you started Stories about your progress Stories your industry Stories about your customers’ success
- 25. Awareness Consideration Decision •Social media • Blog posts • Videos • Media outreach • eBooks • Infographics • Newsletters • White papers • Sales sheets • Case studies • Demos • Trials • Trials • Demos • Consultations • Proposals The Buyer’s Storytelling Journey
- 26. Six Storytelling Hooks Success Innovative/New Different Bepart of a bigger story Creativity Timing is Everything
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- 28. Exercise: Pitch Mea Story
- 29. The Customer isKing It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story A
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Editor's Notes
- #4 Good stories are authentic, relevant and establish a connection. They engage, entertain and educate.
- #5 People spend most of their conversations telling personal stories and gossiping. A 1997 study by anthropologist and evolutionary biologist Robin Dunbar, then at the University of Liverpool in England, found that social topics accounted for 65% of speaking time among people in public places. Research by the London School of Economics suggests retention is 60% to 65% when information is presented in a story vs. 5% to 10% when presented via facts. The problem is brands, particularly startups, are terrible storytellers. They love their products. They loves their platform. They love features. They don’t tell stories. Build it, and they will (hopefully) come.
- #6 But storytelling has never been more important.
- #7 Think about how much information and content we’re consuming and processing every day Think about how smartphones make it so easy to consume at all times – waiting in lineups, in bed, etc.
- #8 The relationship between brands and consumer has been reconfigured. Brands used to broadcast the information they want. Today, consumers already had a lot of information So how do brands engage these information-heavy consumers? They want to be engaged. They want emotional connections.
- #9 Here’s the thing: people make decisions powered by empowered. It is the way our brains our wired. Good stories driven emotional connection. They establish a powerful relationship.
- #10 Airbnb video – discover, feel at home everywhere
- #12 It’s not about the product. People don’t care about the product. The product is irrelevant. It’s about creating delight in the experience. It’s about the experience that the product enables.
- #13 Forget Hotels Travel like a human
- #14 The company was founded by Nick Woodman in 2002 after a surf trip to Australia where he was hoping to capture high-quality photos of his surfing. Woodman initially raised a portion of the money for his company by selling bead and shell belts for under US $20 out of his VW van.
- #17 It’s about their needs, goals, interests, aspirations, points of pain, problems – not about you and what you want to tell the world.
- #20 It’s about the experience
- #23 It’s not about the product. People don’t care about the product. The product is irrelevant. It’s about creating delight in the experience. It’s about the experience that the product enables.
- #30 It’s not about the product. People don’t care about the product. The product is irrelevant. It’s about creating delight in the experience. It’s about the experience that the product enables.
- #31 Entrepreneur talked about the e-commerce service they were launching in the GTA. The real story is they were focused on meeting the needs of people who had immigrated from Southeast Asia who missed the foods they at home.
- #35 My secret weapon – the notepad.
- #36 http://www.shopify.ca/plus/customers/blackmilk
- #37 Airbnb host video – getting your customers to tell