Telling Stories to Bigger Revenue
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Stories are more than fairy tales - they help businesses get found. They grab the attention of your audience, and turn them into loyal customers. If done properly. Here, we talk about how to uncover your own brand story, how to tell it well, and turn that audience into a captive one.
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Telling Stories to Bigger Revenue
- 1. Telling Stories To Bigger Revenue Lisa Gerber Big Leap Creative @lisagerber
- 4. The moral of this story
- 5. 1. real people with real problems
- 6. 2. Stories get you found Owned Paid Earned
- 7. 3. Good storytelling is profitable
- 9. Today’s agenda 1. Uncover Your Story 2. Five Ways to Tell Your Story 3. The Dos and Don’ts of a Good Story
- 11. The goal - what is your business? NEED YOUR PRODUCT STORY You don’t sell a product; you solve a problem.
- 12. Conflict
- 13. The hero of the story
- 14. “‘fresh is not enough, anymore.’ Now we want to know the sources for all of our ingredients, so that we can be sure they are as flavorful as possible while we are mindful of the environmental and societal impact of our business.” How do want to change the audience?
- 15. Vision Tell a bigger story than yourself
- 16. Stand for something Be provocative with a purpose
- 18. Five Ways To Tell The Story That Generate Leads
- 21. 2. Address concerns or objections
- 23. 3. Pricing
- 24. 4. Shed light on your community
- 25. 5. Let your customers tell your story reviews, check-ins, testimonials
- 26. From Snoozefest to Rockstar
- 27. Be real
- 29. Say no to these words • Amazing, incredible, awesome • World-class • Leading provider • Award winning • “We” • Industry jargon @lisagerber
- 30. Keep it simple
- 31. Use social proof
- 34. The key to a good story Resolve conflict & Make your customer the hero Happy Endings to Captivate your audience
- 35. Lisa Gerber Big Leap Creative Integrated Communications •www.bigleapcreative.com/blog •lisa@bigleapcreative.com •@lisagerber •Slideshare: www.slideshare.com/lisagerber
- 36. Tell a Great Story on The Web Lisa Gerber Big Leap Creative @lisagerber
- 37. You don’t have to be a beautiful writer. You have to tell a great story
- 38. • Personal • Make it about your customer • Speak to benefits and outcomes/not features and services • Tell a story bigger than yourself • Be provocative with a purpose • Don’t tell people how to feel. Make them feel it.
- 41. The Home Page
- 44. Promise headline • Benefit • Benefit • Benefit
- 45. Questions to ask • What is the conflict • Is something at stake? • Who is the protagonist? • How will it be resolved? • What is the outcome?
- 46. The About Page
- 48. Where to start • So what? • How does it relate to the protagonist of your story? • Give background as it related to resolving their conflict. • What is the point you are trying to make? • Social proof - what do others say/think about you? How have you helped others? Prestigious awards and recognition. • Showcase your people. Who will your prospects be doing business with?
- 49. Edit and Polish
- 51. trim the fat
- 52. Useless Words Opinion Words Meaningless Words very that actually really I feel, we feel I think, we think It is our opinion.... Amazing Incredible Awesome
- 53. The following tips are going to help you These tips will help you
- 54. Giving him inspiration to Inspire him to
- 55. I saw Bob Moore, founder of Red Mill Whole Grains speak at a conference this year about growing his business from his kitchen table to $200 million business in 40 years. Bob Moore, founder of Red Mill Whole Grains, grew his business from his kitchen table to a $40 million business in 40 years.
- 56. Now, it’s a trendy to wear these boots. People pay a premium to wear Red Wings with leggings and oversized flannel shirts from Pendleton. Now fashionistas pay top dollar at trendy shops to wear Red Wings paired with leggings and oversized Pendleton plaid shirts.
- 57. Vocabulary - percentage of language we actually use.
- 58. Style for the web
- 59. Sleep on it
- 60. Troubleshooting common writing problems
- 61. Lisa Gerber Big Leap Creative Integrated Communications •www.bigleapcreative.com/blog •lisa@bigleapcreative.com •@lisagerber •Slideshare: www.slideshare.com/lisagerber
Editor's Notes
- I turned to the internet to figure out what to do. In this case, I used google.
- and we tend to forget that when we’re creating our marketing content. We’re focused on checkign items off the to-do list - filling in home page real estate. This is your opportunity to be remarkable - It doesn’t matter if you are giving dogs back their quality of life, or making paperclips - you are in business because you solve a problem in the marketplace.
- There are a variety of ways people are looking for you and a ton of ways to get found. Search engines are getting smarter. You’ll notice Google served me results relatively near my home. Your stories are getting distributed on the internet in a variety of ways - and it all serves to get you found.
- How much I spent at the hospital. Ebay experiment.
- when you share who you are, you connect more meaningfully.
- How do you tell a story that captivates the audience? What you do is boring, right? When done right, stories captivate us and make us feel something. In it’s simplest form, stories are made up of conflict and conflict resolution. Our brains are wired for survival. That definition of survival has changed over the millennia, obviously. What it means now is very different from when we were living in caves. We seek happiness and we’re looking for meaning. If our content doesn’t do that right away, they move on.
- What is the goal? How do you want to change people? You’re not selling your service or product, you are somehow making life better for people with the solution you provide. Tie back up to example - the vet hospital never sold me on THEM.
- The customer is the hero of your story. not you.
- You can’t tell people how to think or feel. But you can make them think or feel. How do you want to transform them? Inspire, motivate, educate, entertain.
- Tell a story bigger than yourself. Vision. What is the outcome or end game of doing business with you? What is the new bliss. (Nancy Duarte). Spin Sucks, Patagonia, Chipotle
- Your story is much more than the About page on your website. Please don’t let it languish there.
- Once you have your big picture story, you can drill down and get it out in a variety of ways. How do you take it and apply it practically to your business. You want to know what to talk about? here are some ideas.
- Febreze and the safety for pet rumor
- Your pricing is a big part of your story and all too often, it gets left out because we want the phone to ring and
- Like the guy with the dog who got help. Customer stories are some of the best and most powerful. and there are a lot of ways to get them out regardless of your budget, from encouraging social shares, customer testimonials on your website and via email marketing, your pr and blogger outreach. and take it up from there -
- Personality - have fun.
- Don’t feel like you have to give it all up in the first date.
- Weber Grill could have said they are the leading provider of world-class grills for 50 years.
- If I were to boil it all down into one sentence, it would look like this. Solve problems, don’t sell products. Make it about the customer, not you, and you will capture the attention you desire.
- there is a framework that needs to happen underneath
- Your story is much more than the About page on your website. Please don’t let it languish there.
- Your story is much more than the About page on your website. Please don’t let it languish there.
- Weber Grill could have said they are the leading provider of world-class grills for 50 years.
- What is the problem you solve
- reading, saving words in files. change boring verbs into exciting ones. Oxford Dictionary has over 170,000 words. According to Economist, Most adult native test-takers range from 20,000–35,000 words .
- bullets, short paragraphs, sentences, lists, sub heads.
- visualize one person, just start, step back and explain to an imaginary friend.