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Storytelling The Secret of Irresistible Marketing
@kindramhall
Storytelling Why Does
Work So Well?
Sto ry /ˈstôrē/
Goal To redefine story, what it Is and what it is not.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
@kindramhall
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Storytelling Why Does
Work So Well?
Storytelling Why Does
Work So Well?
Humans are
ANracted to
Story
Storytelling Why Does
Work So Well?
2 Year analysis of Super Bowl Commercials
VS VS
Celebrity Endorsements
Cute Animals
Storytelling Why Does
Work So Well?
It’s
Science
Humans are
ANracted to
Story
Storytelling Why Does
Work So Well?
Neurologist Paul Zak Story Changes Brain Chemistry
CorYsol Oxytocin
Increased Focus & ANenYon
Increased Empathy & EmoYon
Storytelling Why Does
Work So Well?
Create an EmoYonal ConnecYon
ACTION
It’s
Science
Humans are
ANracted to
Story
Storytelling Why Does
Work So Well?
2X
Storytelling Why Does
Work So Well?
Create an EmoYonal ConnecYon
ACTION
Stories are
Memorable It’s
Science
Humans are
ANracted to
Story
Storytelling Why Does
Work So Well?
“If history were taught in the form of stories, it would never be forgoNen.”
-‐ Rudyard Kipling
why aren’t you using them?
switch to the story default.
Sto ry /ˈstôrē/
Goal
To redefine story, what it Is and what it is not.
Sto ry /ˈstôrē/
Redefining Storytelling
1. A Story happens in a particular moment. 2. There is a beginning, middle, and end. 3. There are characters to care about and something at stake. 4. Something happens! (a decision is made, an event occurs) 5. As a result of that happening…something came to be.
@kindramhall
Sto ry /ˈstôrē/
A Storytelling Case Study – The Before
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Sto ry /ˈstôrē/
Redefining Storytelling
The Biggest Storytelling Mistake
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Sto ry /ˈstôrē/
A Storytelling Case Study – The After
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
FINDING CRAFTING TELLING T h e S t o r y T h e S t o r y T h e S t o r y
FINDING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
NOUNS
FINDING T h e S t o r y
1. Happiest clients/customers. 2. Make a List of Objections. 3. When the Why was Born.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
MIDDLE BEGINNING END ✗ ✗ ✗ NORMAL EXPLOSION NEW NORMAL
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
EXPLOSION
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
NORMAL
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
Set the scene — people & place. DO Include the emotions.
Include details.
DO DO
Be STRATEGIC about those details. DO
Rules of the Normal
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
Rules of the New Normal
CRAFTING T h e S t o r y
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
DO DO DO
DON’T
Rules of the New Normal Consider this the progress report.
Use a detail from the Normal.
Offer a directive.
Get sloppy at the end.
TELLING T h e S t o r y
1. Client/Potential Customer Meetings. 2. Online: Social Media. Website. Blog.
3. Presentations.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
FINDING CRAFTING TELLING T h e S t o r y T h e S t o r y T h e S t o r y
Finding and Crafting Your Story
kindrahall.com/searchlove $300 discount until 9/15
Storytelling Why Does
Work So Well?
Sto ry /ˈstôrē/
Goal To redefine story, what it Is and what it is not.
FOOLPROOF S t o r y t e l l i n g S t r a t e g i e s
@kindramhall
facebook.com/kindrahallfan
linkedin.com/in/kindrahall
@kindramhall
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