DIY Startup Storytelling Guide

Startup Storytelling
#1 Secret to Get More Interest, Engagement and Sales

By Dee Copeland Patience www.DeePatience.com/heroes

Startup Storytelling
DIY Story Guide
Get More Interest
Engagement
Press
Sales

... without Pitching
!

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DeePatience.com/Heroes
Twitter: @DeePatience | e-mail: dee@deepatience.com

Lean Startup Era
New Methods = New Opportunities
"I believe for the ﬁrst time in history, entrepreneurship is
now a viable career."

Eric Ries
The Lean Startup

“For truly visionary founders, seeing things that could
be, means more than just a product—it means a world
transformed.”

Steve Blank
Thought Leader



Traction 101
Why do some startups grow faster than others?
Why can’t fans, investors, press and the media can’t get enough of them?

TRACTION = ATTENTION
....What’s their secret?
!

!



Traction 101
It’s NOT about...

Lots of Funding
Slick Marketing

Famous Founders
Superstar Team
Celebrity Mentors
(These HELP, but fade if you miss this one KEY step…)



Build Trust
Know

Like
Trust



No Pitch Sales
pitching is painful
Customer, investors, and the media need to...

know
like
...and trust
...you, your company and brand before they buy your product, story, or vision.
!



Founder Stories
#1 way to build trust
2

Create a Saga
Great startup stories
take us on a journey.
Increase engagement,
get more shares and
stand out.
Give us something to talk
about.



From Inside Apple
stories became legend
When I worked at Apple...
I learned the power of the founder story.
Employees, the press, and fans repeated
stories about Steve and Woz even
decades after they founded Apple.
I believe all founders are Heroes. When
the world knows your story, they will
listen, remember, and care.
Dee Copeland Patience
Startup Storyteller, DeePatience.com



Traction 101

3 RULES


Build Trust
create your HERO story
Use the HEROES Framework for...

more sales
with less pitching
Build trust, engagement, and traction with your audience.
Note: The HEROES framework will get you started, but it’s only a simple guide.
Experiment to create your own unique story…and have FUN!
!



HEROES Framework
6 steps to an awesome story
1)Humanize
H

humble beginnings,
start, childhood or
“down to earth”

E

E

O

R
2)Enemy
show us the “evil”,
change or challenge
that compelled,
propelled the hero
to take action


3)Resistance
show us images
to visualize the
struggle or battle
against the enemy

6)Success

5)Earn

start here!

tell us about the
day you earned a
badge of honor,
respect, kudos,
acclaim recognition,
or early “win”

you’ve earned the
right to brag!

4)Outlook

reveal the discovery or
secret of the turning
point or turnaround
lessons learned
or new solutions!


S

remind us of the
resulting change,
solution or vision
of the future that
solves our problem
or changes our
lives

tie the journey back to
brand values!

H Humanize
tell us who you are
We want to care. Tell us about you.
1) Where are the founders from?
2) Why did you start the company or product?
3) What was your original vision, reason, or goal?
4) What’s your “why”?
Why is this important? Press, investors, and customers want to know who you
are before they invest in you or your products.
!



Introduce

Enemy or
“Evil”

E Enemy
state what you stand for
Reveal the problem, customer’s pain, and/or “enemy” you’re taking a stance
against.
1) status quo
2) a big competitor
3) unsolved problem that your target audience faces
HINT: Use video, photos, audio, or customer stories to show why the problem,
pain, or situation is important and should be fixed.
Why? The problem needs to be important, feel real, and be worth the cost to
fix.



R Resistance
reveal the battle
Reveal the struggles that you or your company has faced.
1) failures
2) mistakes
3) problems along the way
Why? We want to buy from transparent, authentic, and “real” people. No
person or company is perfect. Your audience expects to hear about it.
!



O Outlook
remember the turning point
Bring us back to the moment (or day/year) something changed the game.
Tell us about:
1) pivots
2) lesson learned
3) “aha” moments
Why? We want to learn about your new direction, approach, or change in
perspective that created a turnaround.
!



Show
when You

Earned !
the ﬁrst Win

E Earn
showcase small wins
Describe the moment you knew success was round the corner.
You earned...
1) your first customer or testimonials
2) a big endorsement or influential partner
3) first article, interview or mention in the press
Why? We want to celebrate the day you got traction and/or were moving in the
right direction.
Hint: Don’t worry if you aren’t there yet. Your day is coming :)



S Success
share the big win
Congrats! You’ve now built trust.
It’s time to tell us about your wins!
1) traffic, shares, sales and testimonials
2) media coverage, interviews, articles or attention from the press
3) a new solution, successful product or awesome launch
Why? We want to root for you. It’s time to brag because you’ve earned it! :)



HEROES Framework
here it is again
1)Humanize
H

humble beginnings,
start, childhood or
“down to earth”

E

E

O

R
2)Enemy
show us the “evil”,
change or challenge
that compelled,
propelled the hero
to take action


3)Resistance
show us images
to visualize the
struggle or battle
against the enemy

6)Success

5)Earn

start here!

tell us about the
day you earned a
badge of honor,
respect, kudos,
acclaim recognition,
or early “win”

you’ve earned the
right to brag!

4)Outlook

reveal the discovery or
secret of the turning
point or turnaround
lessons learned
or new solutions!


S

remind us of the
resulting change,
solution or vision
of the future that
solves our problem
or changes our
lives

tie the journey back to
brand values!

Free Training
Join the early notification list
Visit DeePatience.com/heroes
Join the early notification list for access to
free startup storytelling workshops.

!

skype

ID: DeeCopelandPatience 
Austin, Texas


t

twitter

@DeePatience


DIY Startup Storytelling Guide

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DIY Startup Storytelling Guide