Storytelling for CrowdFunding

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Press42

A walk through how storytelling can enhance the video pitch in crowdfunding campaign and deliver a funded project.

Negócios Tecnologia Design

Storytelling in crowdfunding

Alex Barrera (@abarrera)˝
http://www.press42.com

#Springboard IoT˝
April 2013

HELLO MY NAME IS...

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Alex Barrera (@abarrera)

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Alex Barrera (@abarrera)

Not for everybody

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Alex Barrera (@abarrera)

Size matters

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Alex Barrera (@abarrera)

Personal

connection

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Alex Barrera (@abarrera)

Personal

connection
VS

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Alex Barrera (@abarrera)

Pre-campaign: Get ready before...

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Alex Barrera (@abarrera)

ate
Lo c

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t i cs
ana
f

Alex Barrera (@abarrera)

Hearts

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Alex Barrera (@abarrera)

Interact
and
involve them

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Alex Barrera (@abarrera)

Avoid words like:
“help”, “support”, or “fund”
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Alex Barrera (@abarrera)

Pebbles

MaKey MaKey

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Alex Barrera (@abarrera)

3 types of videos

Product driven

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Alex Barrera (@abarrera)

3 types of videos
1. Intro of the founder, who and why are you there?
2. Problem
3. Show the product
4. Describe features of the product
5. What will you do with the money
6. Empower your investors
7. Immediate call to action

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Alex Barrera (@abarrera)

3 types of videos

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Alex Barrera (@abarrera)

Why do
stories
work?

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Alex Barrera (@abarrera)

Memory recollection
Causation effect

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Alex Barrera (@abarrera)

Memory recollection
Causation effect
Mirror neurons Oxytocin

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Alex Barrera (@abarrera)

Memory recollection
Causation effect
Mirror neurons Oxytocin
Oxytocin Dopamine

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Alex Barrera (@abarrera)

Golden Circle
What
How

Why

Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

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Alex Barrera (@abarrera)

A story is a universal human experience
wrapped inside a culture-speciﬁc expression
Robert McKee

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Alex Barrera (@abarrera)

Story beats
expectation

GAP

result

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Alex Barrera (@abarrera)

Hero’s journey

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Alex Barrera (@abarrera)

Double Fine Adventures

WTF?

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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF

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Alex Barrera (@abarrera)

Double Fine Adventures

You talking to me?!
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Alex Barrera (@abarrera)

Double Fine Adventures
Drumming
Sky diving
Donate to charity
(or something)

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Alex Barrera (@abarrera)

Double Fine Adventures

Games!

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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

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Personal
story
(credibility)

Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

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Avoid bragging
(Accomplishment
rhetoric)

Alex Barrera (@abarrera)

#1

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Protagonist

Alex Barrera (@abarrera)

Double Fine Adventures

Adventure games!!
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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction

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Connecting
personal and
professional

Alex Barrera (@abarrera)

Double Fine Adventures

Stuff of dreams and memories...

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Alex Barrera (@abarrera)

Double Fine Adventures

Remember the good ol’ days?
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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction
4. Problem + nostalgia

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Blame rhetoric
aka underdog

Alex Barrera (@abarrera)

Double Fine Adventures

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Alex Barrera (@abarrera)

Story beats
Object of desire

(conscious or unconscious)

expectation

GAP

antagonists

result

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Alex Barrera (@abarrera)

#2

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YOU!

Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction
4. Problem + nostalgia

5. Call to adventure!!!

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Hero’s
Journey
(wise guy)
Alex Barrera (@abarrera)

Double Fine Adventures
Noooooorggg!!!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call

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Problem with
publishers

Alex Barrera (@abarrera)

Double Fine Adventures
I’ll pay you!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

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Alex Barrera (@abarrera)

Double Fine Adventures

Not enough...
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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

8. Group action call!

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Alex Barrera (@abarrera)

maybe...

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Alex Barrera (@abarrera)

Double Fine Adventures

Down with the
publishers!!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

8. Group action call!
9. Starts believing (Spark)

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Underdog
theme
Alex Barrera (@abarrera)

Double Fine Adventures

EUREKA!!

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution

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Alex Barrera (@abarrera)

Double Fine Adventures
Meet the team

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Alex Barrera (@abarrera)

forgot...

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background

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Alex Barrera (@abarrera)

Double Fine Adventures

Fuck off!

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Alex Barrera (@abarrera)

Double Fine Adventures
He’ll help... I hope!

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

Rewards, rewards!

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

This is how cool it will be...
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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)
13. Rewards

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

Nerd

2

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)
13. Rewards
14. Extra connection (passion)

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)

Adventure,
no fear, brave

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15. Crossing first threshold

Alex Barrera (@abarrera)

COOL!

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Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)
17. Pleaded funds

http://www.slideshare.net/press42

Security,
underdog budget

Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)
17. Pleaded funds
18. Final WTF
19. Final call to action

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Avoid Silos

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Alex Barrera (@abarrera)

Story structure
1. Intro of the founder, who and why are you there?
2. Problem
3. Show the product
4. Describe features of the product
5. What will you do with the money
6. Empower your investors
7. Immediate call to action

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

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Mastering Startup Pitching

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