Story Telling Selling: the Why and How
Apr 14, 2017
Story Selling Story Telling Selling: the Why and How
• Marketing’s license• A critical distinction• Tightening in: A useful framework
WE BELIEVE BRANDS THAT LEAD CULTURE ARE MORE SUCCESSFUL
THAN BRANDS THAT FOLLOW CULTURE.
WE EXIST TO HELP AMBITIOUS BRANDS THRIVE IN CONTEMPORARY CULTURE
WE ARE 150+ CREATIVE ENTREPRENEURS ACTIVELY ENGAGED IN THE CULTURE
IN WHICH WE WORKCLIENT MANAGER • BRAND STRATEGIST • CREATIVE DIRECTOR
VIRAL VIDEO STAR • PLAYWRIGHT • THAI KICKBOXERSTREET PHOTOGRAPHER • SPACE ENTHUSIAST • COSTUME DESIGNER
GLASS BLOWER • FASHIONISTA • ART CURATOR • BLOGGERTRAPEZE ARTIST • BEAT-MAKER • EVENT PROMOTER • MAKE-UP ARTIST
Major: Strategist Minor: Emcee
Major: Analyst Minor: Fashion Critic
Major: Coordinator Minor: Music Production
Major: Account Supervisor Minor: Interior Designer
4
Watch here
Watch here
Watch here
HISTORICALLY, WE’VE HELPED THOSE WHO SEEK TO RECLAIM A ONCE-VITAL
CONNECTION TO CULTURE.
EVERMORE, WE’RE HELPING THOSE WHO SEEK TO ESTABLISH THAT CONNECTION.
IRRESPECTIVE, OUR STARTING POINT IS THE SAME.
“What’s your story?”
THIS IS GRAMMAR.Audio here (19:25-21:08)
Watch here
THIS IS GUTS.
STORY SELLING
GUTSGRAMMAR
STORY TELLING
STORY SELLING IF GRAMMAR WAS SUFFICIENT TO PERSUADE, WE WOULDN’T HAVE A GLOBAL WARMING PROBLEM.
GRAMMAR
STORY SELLING A WELL-TOLD STORY DRIVES ATTENTION.
A WELL-SOLD STORY DRIVES ACTION.
STORY SELLING
GUTS
Emotional Chord Cultural Tension Dissonance
Emotional Chord
INVOKE HOPE TO DRIVE JOYFUL ECHOES
INVOKE DISGUST TO DRIVE OUTRAGED WHISPERS
INVOKE PANIC TO DRIVE HAUNTING RECALL
Cultural Tension
RUN AT A BIG PROBLEM
PAINT TOWARDS THE CORNER
FIND THE “RIGHT SIDE OF HISTORY”
Dissonance
TEXT IS CONSUMED; PICTURES, PONDERED
38
CAST STRANGE BEDFELLOWS
“You can’t believe everything you read on
the internet.”
JOKES ARE ESSENTIALLY MISDIRECTS
STORY SELLING
GUTS
Emotional Chord Cultural Tension Dissonance
STORY SELLING
GUTS
Emotional Chord Cultural Tension Dissonance
GRAMMAR
STORY SELLING
“What’s your story?”
Question? Bring it.
chaucer.barnes (everywhere else)
@chocchauce