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SearchLove Boston 2016 | Kindra Hall | Storytelling: The Secret of Irresistible Marketing

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It's no secret; in marketing, whoever tells the best story wins. The problem? ‘Storytelling’ has surpassed buzzword status and now everyday marketers are missing opportunities to connect with their customers because they simply don't know what a good story is anymore. In this engaging and immediately applicable presentation, strategic storytelling consultant Kindra Hall will reveal specific storytelling strategies to create great content to win customers without a fight.

Publicada em: Marketing
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SearchLove Boston 2016 | Kindra Hall | Storytelling: The Secret of Irresistible Marketing

  1. 1. @kindramhall
  2. 2. Storytelling Why Does Work So Well? Sto ry /ˈstôrē/ Goal To redefine story, what it Is and what it is not. FOOLPROOFS t o r y t e l l i n g S t ra t e g i e s @kindramhall
  3. 3. Storytelling Why Does Work So Well?
  4. 4. Storytelling Why Does Work So Well? Humans are Attracted to Story
  5. 5. Storytelling Why Does Work So Well? 2 Year analysis of Super Bowl Commercials VS VS Celebrity Endorsements Cute Animals
  6. 6. Storytelling Why Does Work So Well? It’s Science Humans are Attracted to Story
  7. 7. Storytelling Why Does Work So Well? Neurologist Paul Zak Story Changes Brain Chemistry Cortisol Oxytocin Increased Focus & Attention Increased Empathy & Emotion
  8. 8. Storytelling Why Does Work So Well? Create a Connection ACTION It’s Science Humans are Attracted to Story
  9. 9. Storytelling Why Does Work So Well? The Value of Storytelling on Facebook for Marketers Sequential Ad Campaign Sustained CTA Campaign VS
  10. 10. Storytelling Why Does Work So Well? The Value of Storytelling on Facebook for Marketers 87% 56%
  11. 11. Storytelling Why Does Work So Well? The Value of Storytelling on Facebook for Marketers The world’s place for discovering empowering, and celebrating personal style. Sign up now! Sign up to get the latest dish on celebs, fashion beauty and health trends
  12. 12. Storytelling Why Does Work So Well? The Value of Storytelling on Facebook for Marketers Wonder how those French girls get so pretty? Get daily beauty inspiration delivered to you Promise of a Story
  13. 13. Storytelling Why Does Work So Well? Stories are Memorable It’s Science Humans are Attracted to Story Create a Connection ACTION
  14. 14. Storytelling Why Does Work So Well? “If history were taught in the form of stories, it would never be forgotten.” - Rudyard Kipling
  15. 15. why aren’t you using them?
  16. 16. switch to the story default.
  17. 17. Sto ry /ˈstôrē/ Goal To redefine story, what it Is and what it is not.
  18. 18. Sto ry /ˈstôrē/ Redefining Storytelling 1. A Story is not a tagline/slogan/mission statement. 2. A Story not a simply great copy or beautiful images. 3. A Story is not vague, high-level principles or theory.
  19. 19. Sto ry /ˈstôrē/ Redefining Storytelling 1. A Story happens in a particular moment. 2. There is a beginning, middle, and end. 3. There is EMOTION not just INFORMATION. 4. There are characters to care about & something at stake.
  20. 20. Sto ry /ˈstôrē/ A Storytelling Case Study – The Before
  21. 21. Sto ry /ˈstôrē/ Redefining Storytelling The Biggest Storytelling MistakeThe Biggest Storytelling Mistake
  22. 22. Sto ry /ˈstôrē/ A Storytelling Case Study – The After
  23. 23. FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
  24. 24. FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s FINDING CRAFTING TELLINGT h e S t o r y T h e S t o r y T h e S t o r y
  25. 25. FINDINGT h e S t o r y FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s NOUNSNOUNS
  26. 26. FINDINGT h e S t o r y FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s 1. Make a List of Values. 2. Make a List of Objections. 3. Make a List of Clients—Their Transformations. 4. When Your Why was Born. 1. Make a List of Values. 2. Make a List of Objections. 3. Make a List of Clients—Their Transformations. 4. When Your Why was Born
  27. 27. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s MIDDLE BEGINNING END ✗ ✗ ✗
  28. 28. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s NORMALNORMAL EXPLOSIONEXPLOSION NEW NORMALNEW NORMAL
  29. 29. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s NORMAL EXPLOSION NEW NORMAL
  30. 30. CRAFTINGT h e S t o r yFOOLPROOFS 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. Be vivid. Include emotions: the struggle, the hope. Include specific, strategic details. Rules for Crafting a Story Offer a directive.
  31. 31. TELLINGT h e S t o r y 1. Videos 2. Email Campaigns 3. Presentations & Client Meetings 4. Online: Social Media // Website // Blog 5. Print material FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s PLACES to TELL
  32. 32. facebook.com/kindrahallfan linkedin.com/in/kindrahall @kindramhall

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