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In the beginning there was the word… then the internet… and now the word again. Whatever your product or service, you need to be in the business of telling great stories. It’s not optional, it’s essential. Tweeting, blogging, websites and any number of other digital delivery methods ARE optional. Creating content that tells powerfully persuasive stories that shape customer behaviour and captures users’ hearts and minds needs to be your brand’s top priority. Our workshop will introduce you to the basic tenets of great storytelling for digital audiences. You’ll learn what makes a great message and get tools and tips for shaping your own. You’ll get a new perspective on your old words and understand how to make them work harder for an audience with ever diminishing attention spans and an over abundance of content choices.
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BluearcStory telling
LET ME TELLYOU A STORY
WHY STORIES MATTERHOW THEY CAN HELP YOU SELLHOW TO BUILD GOOD ONES
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CREATURES OF NARRATIVE
• Explaining• Remembering• Understanding
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WHY THE TERM “STORIES”?• A bit of stretch• An attempt to disorientate• Emotional not rational
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MARKETING STORIES & FLOW• Staccato bursts vs narrative flow• Pitch for more time• Get to “yes”
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MARKETING STORIES & FLOW
The problem
The features:
The unwanted
feeling you have now
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ATLAS
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FORD
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SEA-MONKEYS
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PEOPLE BUY ON EMOTION
• Facts: features that get you on the list• Feelings: emotional benefits that are
bought• Create feeling in your customer
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TODAY’S STORY
• I can help you feel competent about building emotional reactions to your products and services.
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ACTIVITY ONE: PERSONALISED PLATES• Warm up• Concise• personal
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MAJOR BARRIERS
• It’s all about you• It’s too easy to talk
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ACTIVITY TWO: FEATURES VS. BENEFITS• Where’s the story in this?• Show empathy• Hunt the benefits
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WEBSITE STORIES
• Unique platform• Concise, clear & with c.t.a.• Audience is primed
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ACTIVITY THREE: MORE BUILDING BLOCKS• Target your audience• Unique features/solutions• Calls to action
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ACTIVITY FOUR: BUILDING YOUR STORY• Target your audience• Unique features/solutions• Calls to action
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