30. Stories create impactful case studies
• Problem of client =
The dragon
• Your product =
Sant Jordi
• Use product to overcome
challenge →
31. Source: writtent
Charmin (Charmin Bears)
Frosted Flakes (Tony the Tiger)
Keebler (Keebler Elves)
Mr. Clean (Mr. Clean)
M&Ms (Spokescandies)
Nesquick (Nesquick Rabbit)
Cheetos (Chester Cheetah)
Green Giant (Sprout / Green Giant)
Travelocity (Gnome) -63%
-16%
+35%
+51%
+82%
+182%
+203%
+279%
+585%
Brand characters can help market
‘unconventional’ products
Boost in shares on Facebook by using brand character
32. If they can do it with toiler paper…
…you have no excuse
33. Having clarity on your own story is the
easiest way to build culture and
motivate people
34. – Tony Hsieh, Zappos
“Our number one priority is company culture.
Our whole belief is that if you get the culture
right, most of the other stuff like […] building a
long-term enduring brand will just happen
naturally on its own.”
36. Summary
• Storytelling is a tool for sharing ideas
• It helps you cut through the noise and create a
compelling message for your business
• It works on the brain to change people’s behavior
• Good stories start with people (desire+conflict)
and follow a ‘Dramatic Arc’
• You can tell stories both externally and internally
37. – Nir Eyal, Hooked
“If it can’t be used for evil, it’s not a
superpower.”
43. Resources
Books
• The Seven Basic Plots: Why We Tell Stories, Christopher Booker
• Delivering Happiness: A Path to Profits, Passion, and Purpose, Tony Hsieh
Articles
• How to use storytelling to connect with your customers, HelpScout
• How Experts Write Case Studies that Convert, Not Bore, Zapier
• What Storytelling Does to Our Brains, Buffer
• The Science Behind the Power of Storytelling, Contently’s The Content Strategist
• The Science of Storytelling & Memory and Their Impact on CRO, ConversionXL
• Why Storytelling Matters: a Data-Driven Answer, writtent
• The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated, Brain Pickings
• Dramatic Structure, Wikipedia (explanation of the “Dramatic Arc” concept)
Video
• Tony Hsieh on corporate storytelling
• Future of StoryTelling: Paul Zak