The document emphasizes the importance of storytelling in marketing to engage audiences emotionally and make them care about a product. It outlines essential elements of storytelling, such as defining the journey, identifying heroes and mentors, and anticipating resistance. The key message is that effective storytelling can draw customers in and create a strong emotional investment in products.

1. @adamsigel
Aereo
#ILYmktg
STORYTELLING

2. WHY ARE YOU HERE?

3. PITCH CONTENT SPEC
When would you use storytelling?

4. EMPATHY = care

5. DISTRESS = focus

6. ”
“The greatest
commandment in story
is make me care.

7. BIG
IDEA

8. 1 2 3

9. setthe
stakes
1 2 3

10. onesentence.
1 2 3

11. The United States should lead in
space achievement because it holds
the key to our future on Earth.

12. Together, we can fix the broken pumps and
filled latrines to help prevent 6,000 people
from dying every day.

13. Intelligent.ly helps you learn
what you need to win, from
people who've done it before.

14. your
turn

15. elements of
story
telling

16. heroes
mentors
&

17. domain expertise

18. offer wisdom
shared
understanding

19. define
the
journey

20. call
to
adventure

23. allies
and
Enemies

26. anticipate
resistance

29. reward
the
define

33. YOUR PRODUCT
is the
ADVENTURE
that
YOUR USERS
have been waiting for

34. recap

35. STORIES
contentyou
audience message
users
product

36. EMOTION
care
focus

37. BIG IDEA
POV “so what”+ = sentence

38. JOURNEY
hero + mentor
1
shared understanding2
call to adventure3
allies + enemies 4
anticipate resistance
5define the reward
6

39. PRODUCT
ordinary
extraordinary

40. Q A&

41. Drawing customers in with
stories makes them emotionally
invested in your product.
@ADAMSIGEL
ADAMDSIGEl•com