2012 MBO :: The WHY Workshop :: Cantaloupe.tv

The WHY Workshop

Creating Emotional Connections that KeepProspects and Clients Close and Coming

Back

#WhyWorkshop

Who am I?

Why are we here?

Emotional Commitment

The point where your audience no longer needs to decide between you and your competition.

Once achieved, It’s always you.

My brother Matt...

Matt is Emotionally Committed to BMW

Cubby is Emotionally Committedto some baseball team.

Have you met Cubby?

Humans are wired to make decisions emotionally then justify with facts.

SecondaryEmotionalConnection

RelevantOnlineDistribution

The Emotional Equation

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PrimaryEmotionalConnection

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Gut feeling

How decisions are made

Takes place in the limbic brain where there is no language

Can’t describe why this just “feels” right

The details

The facts & figures that justify your “feeling”

Doesn’t resonate if PEC hasn’t first been made

No matter how great your video is, it won’t do anything unless it get the right messages to the right person at the right times with the right intensity.

PrimaryEmotional Connection

Secondary Emotional Connection

People don’t buy what you do.

They buy why you do it.

StartWithWhy.com

What they do:We make great computers.

How they do it:They’re beautifully designed, simple to useand user friendly.

Want to buy one? Meh.

How most companies talk:

Why they do it:Everything we do, we believe inchallenging the status quo. We believein thinking differently.

How they do:We challenge the status quo by making our products

beautifully designed, simple to use, user friendly.

What they do:We just happen to make great computers.

What if they communicatefrom the inside out?

We believe in creating emotional connections through authentic storytelling by creating and distributing relevant online videos.

An Example:Cantaloupe’s WHY Statement

A video recap for our home audience...

http://bit.ly/Ug4oL0

Jon DiGregoryCantaloupe.tv

cell: 317.361.9450getjon@cantaloupe.tv

@cantaloupe_tv#WhyWorkshop

www.cantaloupe.tv

Jon DiGregorycell: 317.361.9450

getjon@cantaloupe.tv

The WHY WorkshopMBO 2012#WhyWorkshop