THE ART OF INBOUND STORYTELLING
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- Christopher Lester
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1 THE ART OF INBOUND STORYTELLING INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in Cisco WebEx to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day
2 #INBOUNDLEARNING
3 WEBINAR SCHEDULE 12/3 - The Power of Storytelling & Inbound Marketing 12/10 - How to Tell Your Story
4 Mark
5 John
6 Jay
7 AGENDA 1 What is storytelling? (Recap) 2 Where to tell your story 3 Incorporating story into your content
8 Either you re going to tell stories that spread, or you will become irrelevant.
9 1 WHAT IS STORYTELLING?
10 People don t buy what you do, they buy why you do it. - Simon Sinek
11 Why are you doing what you re doing?
12 What s not a story.
13 Stories are not your brand lineage.
14 They re not what everyone else is saying
15 ..or doing.
16 Great stories don t contradict themselves.
17 Great stories spread because they re true.
18 Your One Simple Story Status Quo Drama From the POV of Your CUSTOMER Resolution
19 Your Customer s One Simple Story Status Quo Drama The spider is going up a waterspout. (States a fact.) Down came the rain. (Challenge.) Resolution Out came the sun & dried up all the rain. (Solution.)
20 Your Customer s One Simple Story Status Quo Drama Jim leads a crazy, fast-paced life. He can hardly slow down and can barely keep up with it all. Resolution He escapes with bold, aromatic coffee for a moment of comfort.
21 Your Customer s One Simple Story Status Quo Jennifer s a driven professional. Drama She s got a ton of pressure to deliver high quality work. Resolution Her tools are hassle-free and simple. All her work is beautiful.
22 Your Customer s One Simple Story Status Quo Drama Mark follows marketing best practices. But the playbook is getting less effective & audiences dislike it. Resolution Inbound marketing helps you create marketing people love.
23 2 WHERE TO TELL YOUR STORY.
24 The audience will not tune in to watch information. You wouldn t, I wouldn t. The audience will only tune in and stay tuned in to watch drama. David Mamet
25 WHERE YOUR STORY LIVES: Value proposition Customer experience Everywhere!
26 1 VALUE PROPOSITION
27 Appeal to the senses rather than logic. (Yes!)
28 WHAT S YOUR RAISON D'ÊTRE?
29 INCORPORATING YOUR PURPOSE: 1 Know your niche 2 Incorporate the personal/emotional experience 3 Counter challenges, failures, and an overall problem 4 What are you bringing to the table? 5 What excites/interests you? 6 Convince your audience to care
30
31
32
33 Knowing your audience gets you found
34 understanding their worldview is what resonates.
35 2 CUSTOMER EXPERIENCE
36 EXPERIENCE TRUMPS COST.
37 CREATING THE EXPERIENCE: 1 Focus on specific worldviews 2 Great value, fair price 3 Interaction and participation 4 Bring human element back 5 Convince your audience to care
38 8 th most loved company in the world. (APCO Worldwide.) Why?
39 Customers bought into the experience.
40 People don t remember the pitch..
41 they remember the experience.
42 3 EVERYWHERE!
43
44 Great stories stretch from function to phone calls.
45 CONSISTENCY IS KING: 1 Story = mission statement 2 Build story into the core of product/service 3 Separate service from the experience
46 Your story shouldn t contradict itself.
47 3 INCORPORATING STORY INTO YOUR CONTENT.
48 INCORPORATING STORY INTO YOUR CONTENT: Purple at the core Create a content mission statement Tell a different story!
49 1 PURPLE AT THE CORE
50 Concept before execution.
51 2 CREATE CONTENT MISSION STATEMENT
52 How are you helping?
53
54 3 TELL A DIFFERENT STORY!
55 Think Story. Not Features.
56 People buy the story.
57 START WITH WHY.
58 MASSAGING YOUR STORY.
59 WAIT, WAIT, WAIT: I VE GOT PRODUCTS & SERVICES TO SELL!
60 STORIES DRIVE INBOUND BUSINESS SOCIAL INBOX.
61 WHY? We believe social media should be about real human interactions, but it s too noisy and difficult to do so easily. Social media was always meant to be a personal channel. It became broadcasting, canned responses, and mindless monitoring. Get back to actual human interactions. As a personal channel, all departments can use it for their work.
62 MANY TOUCHPOINTS. ONE STORY. Website: PR: Video: Content:
63 MANY TOUCHPOINTS. ONE STORY.
64 MANY TOUCHPOINTS. ONE STORY.
65 ATTRACT THE RIGHT AUDIENCE Totally agree!
66 AVOID THE WRONG AUDIENCE That s poppycock!
67 ONE STORY AT EVERY STAGE
68 PROMOTERS SPREAD YOUR STORY Dude...! Totally agree!
69 STORYTELLING ISN T AN INBOUND BEST PRACTICE. STORYTELLING IS INBOUND AT ITS BEST.
70 NEXT STEPS 1. Finalize your one simple story 2. Create your next content offer around that one simple story 3. Revaluate your current value propositions
71 RESOURCES 10 of the World's Best Storytellers Content Creation Templates
72 QUESTIONS?
73 THANK YOU.
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