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TONIGHT’S AGENDA
People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.
Stories Spark Emotions, Build Connections and
Trigger Actions
Characteristics of a Good Story?
Keys to Storytelling
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
“Airbnb believes in the power of storytelling because when people share stories…..they start caring more about each other and something magical can happen.” - Venetia Pristavec
“Capturing life’s most exciting moments, and sharing them with others.” – Suzanne Watson
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
Product is Irrelevant
It’s about the experience
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
Look at the world using a different lens
Take an outside-in perspective
Always Be Storytelling
Your Storytelling Collection
Tool
It’s Not About the Product
Always Be Storytelling
Always be Story-hunting
Establish Your Core Story
Four Easy Story Themes
Stories about how
you started
Stories about your challenges, successes
Stories about the world
around you
Stories about your customers’
success
Four-word storytelling
Pinterest: Organize everything you loveNymi: Your Everyday Life SimplifiedSouthwest Airlines: Low Fares, Friendly Service
Exercise: Describe your company in…. four words
A value proposition is a statement of unique benefits (and value) delivered by your product to target customers
Value Propositions Questions
• What is your product?• What problem are you solving?• Who is the target audience?• What is the value of your product?• How is your product unique, different or better?
Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.
Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.
Your everyday simplified. Seamlessly unlock devices, remember passwords and more, using your heart's unique signature.
ExerciseCreate your value proposition, which could include:• What your product does• The value/benefits delivered• Who’s the target audience?
The Creation Myth
ExerciseCreate your myth story. It could include:• Your mission, vision or purpose• Your humble beginnings• Your lucky break
Storytelling Themes
• The inspiration for your startup• The problem you wanted to solve and
why• The challenges of the journey• A story about your success
15 Minutes
Customer Stories
Exercise: The CustomerCreate a story about one of your customers:• How did they discover your product?• What is interesting about how they are using
it?• What is the benefit or value being delivered?
Pitching the Media
The Media
• Overworked creating articles, blogs, podcasts, video, social media
• Overflowing inboxes
• Overwhelmed with story pitches from desperate startups
What does the really media want?
It’s About the Hook
Six Storytelling Angles
Success
Innovative/New
Different
Be part of a bigger story
Creativity
Timing is Everything
Storytelling Guidelines
• User-friendly• Clear and understandable• Easily shareable• Creative, interesting
Pitch Me Another Story
How About Another Story?
How About Another Story?
ExerciseBased on the storytelling hooks or themes, create two pitches to a reporter or blogger that includes the following:- Your hook – e.g. how are you new, different,
better or part of a trend- Their interests and focus- Why it’s relevant, topical or timely
Success
Innovative/New
Different
Be part of a bigger story
Creativity
Timing is Everything
Stories about how you started
Stories about your
progress
Stories your
industry
Stories about your customers’
success
Telling the right stories to the right audiences at the right time
Prioritize Your StorytellingKey questions:1. How do our customers make buying
decisions?2. Where do they research and get information?3. What resources do we have available?
(People, time, money)
Stories to Tell Now Stories to Tell LaterStories to Tell Soon
• Blog• Newsletter• Speaking• Website
• Infographic• eBooks• Video
• Webinars• Demos• Podcasts
Stories to Tell Now Stories to Tell LaterStories to Tell Soon
Exercise: Establishing Priorities
Wrap Up
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