1. WE CREATE EMOTIONAL CONNECTIONS
THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND
PRESENTING ONLINE VIDEO

3. Sticky Side Down
WRITE BIG
LIKE THIS

4. My brother can do really cool
“wheelies” on his motorcycle!

5. !
!
!
My brother can do really cool
“wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while
traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is
scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad.
In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more
money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt
real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted
Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was
walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really
caught Shellie's eye since
Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold
the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he
doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him
wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

6. !
!
!
My brother can do really cool
“wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while
traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is
scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad.
In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking
out to put more money in the parking meter. Stunned by
the ribbing the accelerator and popping up his front tire
really caught Shellie's eye since Mom, who is scared for
Jimmy’s safety, says that if he doesn’t stop soon Jimmy
with ultimately crash his motorcycle and get hurt real, real
bad. In reality, Mom really hates seeing him do wheelies
since it was those very same type of wheelies that attracted
Dad’s girlfriend to him. Dad was showing off on his motor
cycle in the local pub parking lot when Dad’s not yet new
girlfriend was walking out to put more money in the parking
meter. Stunned by the ribbing the accelerator and popping
up his front tire really caught Shellie's eye since.

10. !
!
!
My brother can do really cool
“wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while
traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is
scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad.
In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking
out to put more money in the parking meter. Stunned by
the ribbing the accelerator and popping up his front tire
really caught Shellie's eye since Mom, who is scared for
Jimmy’s safety, says that if he doesn’t stop soon Jimmy
with ultimately crash his motorcycle and get hurt real, real
bad. In reality, Mom really hates seeing him do wheelies
since it was those very same type of wheelies that attracted
Dad’s girlfriend to him. Dad was showing off on his motor
cycle in the local pub parking lot when Dad’s not yet new
girlfriend was walking out to put more money in the parking
meter. Stunned by the ribbing the accelerator and popping
up his front tire really caught Shellie's eye since.

11. Let’s Get Uncomfortable:
Find An Emotional Connection

12. Emotional Connection =
ACHIEVING COMMON GROUND
Achieving Common Ground =
Opening the door to
TRUST & BELIEVABILITY!

13. Trust & Believability =
Positive Decision Making Without
FEAR, UNCERTAINTY & DOUBT!

14. What is an Emotional Connection?
Heart
Data
Distribution
Personal

15. SIMON SINEK: Start With Why

17. Facts & Data
Gut Feeling

18. Why is Why important? Cart before the horse
02. Secondary
Emotional Connection
01. Primary
Emotional Connection

19. Horse before the cart...
02. Secondary
Emotional Connection
01. Primary
Emotional Connection

20. WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”

21. PLAN
PRODUCE
PRESENT
PERSUADE

22. PLAN
PRODUCE
PRESENT
PERSUADE

24. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

25. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

26. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
A plan for attaching video storytelling
to sales and marketing processes...

27. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

28. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

29. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Where are they?
!
01: Fran
02: Dan
!
!
03: Claire
04: Bob
!
!
!
!
!
Identify them by the stage of your sales cycle...

30. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Meet Fran
Meet Dan
Meet Claire
Meet Bob
FOUND
DIGEST
CONFIRM
BELIEVE
!
≈
?
AWARE
CURIOUS
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

31. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
01: Fran
02: Dan
03: Claire
04: Bob
FIND
DIGEST
CONFIRM
BELIEVE
≈
!
?
UNAWARE
AWARE
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

32. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
FRAN: Why Story

33. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
WHY DO YOU DO WHAT YOU DO?

34. Why do you do
what you do?

35. On a scale of 1-10, how important is it for
new prospects to want to learn more?

36. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
01: Fran
02: Dan
03: Claire
04: Bob
FIND
DIGEST
CONFIRM
BELIEVE
≈
!
?
UNAWARE
AWARE
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

37. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
DAN: About Us Story

38. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
WHAT NEEDS TO BE SUPER CLEAR?

39. What about you needs
to be completely
understood?

40. On a scale of 1-10, how important is it for new
prospects to completely get what you do?

41. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
01: Fran
02: Dan
03: Claire
04: Bob
FIND
DIGEST
CONFIRM
BELIEVE
≈
!
?
UNAWARE
AWARE
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

42. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
CLAIRE: Client Story

43. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
WHAT DO YOU DO BEST?

44. What do you do best?

45. On a scale of 1-10, how important is it
that prospects believe you?

46. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
01: Fran
02: Dan
03: Claire
04: Bob
FIND
DIGEST
CONFIRM
BELIEVE
≈
!
?
UNAWARE
AWARE
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

47. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
BOB: Best Practices Story

48. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
WHAT NEW THING ARE YOU EXCITED ABOUT?

49. What’s new or
coming up?

50. On a scale of 1-10, how important is it that
your clients keep learning how to use you?

51. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

52. Where’s the ROI?
Without Story = $1.49 / With Story = $197.50

53. What is the ROI of your Mother?

54. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST

55. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
CAN YOU DESCRIBE YOUR EMOTIONAL CONNECTION?

56. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

57. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation

58. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
No recipe for the One Hit Wonder...

59. PLAN
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
How many views?

60. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
78,237,263
CONGRATULATIONS! You now know there are
over 78 million people dumber than you...

61. PLAN
BOLT ON
AUDIENCE
ROI
DELIVERY
COST

62. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
How much you got? Please provide a budget...

63. PLAN
BOLT ON : AUDIENCE : ROI : DELIVERY : COST
Think Phone Bill! What can you spend monthly?

64. PLAN
PRODUCE
PRESENT
PERSUADE

65. AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE

66. AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE

67. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER
We actually CAN handle the truth...

68. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER

69. AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE

70. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER
Story is the fastest way to achieve Common Ground

71. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER
What makes a Story?
?
Question
Journey
Reflection
Reward
Story

72. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER

73. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER

74. AUTHENTIC
STORY
CLIENT VS. VIEWER
PRODUCE

75. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER
Client
F
Facts
Data
Compliance
Viewer
V
Relevant
Believable
Reward

76. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER
Client
F
Facts
Data
Compliance
Viewer
V
Relevant
Believable
Reward

77. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER

78. PRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER

79. PLAN
PRODUCE
PRESENT
PERSUADE

80. PRESENT
DEEPER DIVE
SOCIAL STORY
CROSS DATABASE

81. PRESENT
DEEPER DIVE
SOCIAL STORY
CROSS DATABASE

82. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
Where next? What’s next?

83. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE

84. PRESENT
DEEPER DIVE
SOCIAL STORY
CROSS DATABASE

85. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE

86. PRESENT
DEEPER DIVE
SOCIAL STORY
CROSS DATABASE

87. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
Who is your
partner?

88. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE

89. PRESENT
DEEPER DIVE : SOCIAL STORY : CROSS DATABASE

90. PLAN
PRODUCE
PRESENT
PERSUADE

91. EXCUSE
ONGOING
NOT ABOUT YOU
PERSUADE

92. EXCUSE
ONGOING
NOT ABOUT YOU
PERSUADE

93. PERSUADE
MARKETING
VIDEOS
EXCUSE : ONGOING : NOT ABOUT YOU
!
{
Meet Trigger
TOUCH
DON’T CARE
ONGOING
CARE
ence
i
Aud ift
Sh
Meet Fran
Meet Claire
Meet Bob
FOUND
SALES
VIDEOS
Meet Dan
DIGEST
CONFIRM
BELIEVE
!
{
Getting
permission
to interrupt!
!
≈
?
AWARE
CURIOUS
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

94. PERSUADE
MARKETING
VIDEOS
EXCUSE : ONGOING : NOT ABOUT YOU
!
{
Meet Trigger
TOUCH
DON’T CARE
ONGOING
CARE
ence
i
Aud ift
Sh
Meet Fran
Meet Claire
Meet Bob
FOUND
SALES
VIDEOS
Meet Dan
DIGEST
CONFIRM
BELIEVE
!
{
Getting
permission
to interrupt!
!
≈
?
AWARE
CURIOUS
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

95. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU

96. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
Everyone Has A Blurry Space

97. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
THE ARTICLES
!
{
Meet Trigger
TOUCH
DON’T CARE
ence
i
Aud ift
Sh
Meet Fran
THE ADS
FOUND
Mee
Meet Dan
DIGEST
!
{
!
AWARE
?
CURIOUS
CON
≈
I LIKE IT

98. EXCUSE
ONGOING
NOT ABOUT YOU
PERSUADE

99. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
✆

100. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
✆
$

101. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
4 weeks
✆
$

102. PERSUADE
18
mn
✔
EXCUSE : ONGOING : NOT ABOUT YOU
4 weeks
✆
$

103. PERSUADE
18
mn
✔
EXCUSE : ONGOING : NOT ABOUT YOU
4 weeks
✆
$

104. PERSUADE
18
mn
✔
EXCUSE : ONGOING : NOT ABOUT YOU
4 weeks
✆
$

105. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
18
mn
✔
4 weeks
▶
▶
▶
▶
✆
$

106. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
x
18
mn
✔
▶
▶
▶
▶
4 weeks
✆
$

107. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
x
18
mn
✔
▶
▶
▶
▶
4 weeks
✆
$

108. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
x
18
mn
✔
4
▶
▶
▶
▶
4 weeks
✆
$

109. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
x
18
mn
✔
4
▶
▶
▶
▶
4 weeks
✆
$

110. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
Email Clicks WITH
Embedded video
Email Clicks WITHOUT
Embedded video

111. EXCUSE
ONGOING
NOT ABOUT YOU
PERSUADE

112. PERSUADE
EXCUSE : ONGOING : NOT ABOUT YOU
Who gets your permission to keep interrupting?
To work... it can’t be about you. So get over it!

113. Frequency?
Duration?
What industry
do you serve?

114. On a scale of 1-10, how important is it for
you to find and keep a relevant audience?

115. AUDIENCE ALLOCATION
E TO
CUSRUPT
EX R
INTE
Meet Trigger
TOUCH
DON’T CARE
ONGOING
CARE
e
ienc
Aud ift
Sh
Meet Fran
Meet Dan
Meet Claire
Meet Bob
FOUND
DIGEST
CONFIRM
BELIEVE
AGE
S ST ITY
E
SAL ONAL
S
PER
r
avio
Behange
Ch
R
YOURY
STO
!
≈
?
AWARE
CURIOUS
$
I LIKE IT
$$
I’M BUYING
BUY AGAIN
INTRODUCE
TELL
PROVE
REINFORCE
WHY
ABOUT US
CLIENT STORY
BEST PRACTICES

116. THE ARTICLES
EXCUSE TO
INTERRUPT
THE ADS
{
{
STORYBOOK
00: Earl
E
ENGAGE
ONGOING
INDUSTRY
01: Fran
02: Dan
03: Claire
04: Bob
FIND
DIGEST
CONFIRM
BELIEVE