This document discusses how storytelling can be used for marketing and connecting with customers. It recommends using small, simple stories that customers can relate to. It also suggests employing techniques like metaphors, archetypes, and story arcs that tap into common narratives. The goal is to create meaningful and relevant stories that spread through word-of-mouth and engage customers at a deep level.

1. Storytelling What Makes Your Customers Tick? Mark Lightowler Storytelling Blogger newbrandstories.wordpress.com 1

2. A Marketing Problem Why do people seem not to listen to you? Why don’t they do what you expect ? Because they don’t understand you! Do you understand them! 2

3. Complete These Stories When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss. 3

4. Storytelling to Customers Small Simple Stories Storytelling Manifesto Transmedia in Storytelling 4

5. Small Simple Stories Sell 5

6. Its Friday night….. 6

7. Storytelling and Brands Storytelling is a way of creating long-lasting meaning, understanding, relevance The ability to spread these stories are goals of our communication 7

8. Origin of Stories 8

9. Making a Connection 9

10. Making a Connection Cold Raw Dead Fish 10

11. Its Not About You 11

12. Find Their Stories * *Deep Metaphors ™is an Olson Zaltman Trademark 12

13. Brand Storytelling Manifesto Employ left and right brain tactics Fulfil human hierarchy of needs Dig for metaphors and archetypes Persuasions, motivation and enthusiasm Create evidence based stories Choose your point of view Engage word of mouth advertising Open source branding Make your brand authentic Have a beyond the brand strategy 13

14. Hierarchy Of Needs 14

15. Metaphors Metaphors make sense of our culture and society and are our conceptual system Metaphors are our way of understanding and communicating comparative value 15

16. Example Metaphors “COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break” “Hepatitis B- Its like I want to just wash my blood and be clean” HIV – The infections begins with a bushfire in the immune system. MS- I though I was unstoppable- Much like the titanic 16

17. Archetypes Archetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevance Archetypes and story arcs enable us to tap into a small number of well known stories that all audiences know 17

18. Companion Sage Jester 12 Positive Archetypes Magician Patriach Enchantress Earth Mother Warrior Gardian Explorer Explorer Lover

19. Story Arcs http://www.ipressgames.com/downloads/download.html 19

20. Creating a Fan Base Resonance Authenticity Persuasion Motivation Influence 20

21. Conflict & Auto Completion 21

22. Varied Visual Volume 22

23. The Rise of Transmedia With digital media your audience has the ability to control the story 23

24. Small Simple Stories Sell www.newbrandstories.wordpress.com 24