Storify Your Business!
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Storify Your Business!
CREATIVE ADVISORY
TRAINING PROGRAMS
ONLINE COURSES
PUBLIC SPEAKING
Who am I?
www.BD-Insider.comRevolu'onise your business!
Storytelling for business
Why does this maIer?
Life in an increasingly crowded and noisy word
A distracLon epidemic
Ge1ng ongoing a5en6on is more Important and difficult than ever before!
The need for clarity
You never get a 2nd chance to make a 1st impression
Part 1
GETTING ATTENTION
Why does Storytelling work?
When our brain detects a story, it knows it needs to pay aIenLon
!
Stories: How we always passed on knowledge
Only 100 years ago most of us were illiterate
Stories used to be the only way to share informaLon
How the brain works Ancient hardware that runs on outdated so7ware.
Mainly built to • Keep us safe • Save energy
Our brain isn’t really built for ongoing aIenLon…
Stories help to orgnanise informaLon so the brain
doesn't have to
Business Voodoo - Presentation Secrets
The Professor Mistake
Business Voodoo - Presentation Secrets
If you can’t explain it to a 7 year old, you don’t understand it yourself!
The Curse of Knowledge
The Logline
“A concise and informaLve summary of your story in 20-30
words”
Examples of loglines
Can you convey your story in a maIer of seconds?
This is also known as...
The elevator pitch
ABT And…But…Therefore
An original idea by Randy Olson - RandyOlsonProduc'ons.com
A scriptwriLng technique to make messages more
compelling
It works like a story in itself
ABT
AND
BUT
THEREFORE
“For sale: baby shoes, never worn”
The famous 6-word novel by Ernest Hemingway
MLK
The “I have a dream” speech
was a great example of ABT
Trump’s “Make America great Again” resonated stronger than Clinton’s policy-driven and…and…and…and… message
A great “elevator pitch” or “trailer” connects with the
audience and triggers ongoing aIenLon
Part 2
KEEPING ATTENTION
You know you have a story when the audience thinks
“So, what happens next?”
Think like
What can we learn from the masters of aIenLon?
BD-Insider
There are ancient and proven storytelling formats
There is 1 interes@ng thing all these stories have in common!
The Hero’s Journey
Joseph Campbell
There’s another thing these stories have in common…
The heroes are underdogs
The audience can idenLfy with the underdog’s reality
However, in business we believe that we should portray ourselves as strong, infallible successful characters
Guess who the strong, infallible, successful characters are in most stories?
The Villains!
Most great stories are about characters the audience can idenLfy with
But, what does all this have to do with our
business?
Great stories are all about the audience…
…great business stories are about our clients…
…NOT about us!
Hero’s journey = Client’s journey
knowledge
trust
relationship relationship
knowledge
relationship
knowledge
trust
relationship
knowledge
trust
relationship
knowledge
trust
Prospect zone
Client zone
The Road from Prospect to Client
THE CHARACTER
THE PROBLEM
THE GUIDE
THE PLAN
THE JOURNEY
THE OUTCOME
Story script
How to put this to work?
THE CHARACTER
THE PROBLEM
THE GUIDE
THE PLAN
THE JOURNEY
THE OUTCOME
Our prospect is the hero
The inner-story of the prospect’s challenge
We earn the privilege of becoming the guide
We provide the outline of the soluBon
We educate the prospect, answer FAQs,
We earn or ask for the business
How do we keep ongoing aIenLon?
Episode Episode Episode Episode
Remember Nedlix?
story plot
story plot
story plot
Keeping aIenLon while earning the business
Problem
Solu/on
Connec/on
Powered by an automated email campaign
But aren’t we already geeng too much email?
Email is sLll the leading channel
Source BBDirect
Email as a value delivery mechanismMost people abuse of email
There is an opportunity to stand out by geGng it right
The permission to communicate via email is a privilege. Treat it as such!
Adding value along the prospect journey Client zone
Build rela@onships of
trust that earn the business
Let’s summarise It maIers to get aIenBon in a noisy, crowded distracBng world
We need a clear message that connects with our prospect’s challenges and/or aspiraBons to get their aIenBon
A well craKed story delivery will help us keep that aIenBon and earn the business
There’s so much more…..
Learn the secrets of storytelling for business
Sign up for the FREE Storify Your Business course
www.BD-Insider.com
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