Startup Storytelling#1 Secret to Get More Interest, Engagement and Sales

By Dee Copeland Patience www.DeePatience.com/heroes

DeePatience.com/Heroes Twitter: @DeePatience | e-mail: dee@deepatience.com

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Startup StorytellingDIY Story Guide

Get More Interest Engagement

Press Sales

... without Pitching !

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"I believe for the first time in history, entrepreneurship is now a viable career."

“For truly visionary founders, seeing things that could be, means more than just a product—it means a world transformed.”

Eric Ries The Lean Startup

Steve Blank Thought Leader

Lean Startup EraNew Methods = New Opportunities

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Traction 101

Why do some startups grow faster than others?

Why can’t fans, investors, press and the media can’t get enough of them?

TRACTION = ATTENTION ....What’s their secret?

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Traction 101

It’s NOT about... Lots of Funding

Slick Marketing

Famous Founders

Superstar Team

Celebrity Mentors

(These HELP, but fade if you miss this one KEY step…)

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Trust

Like

Know

Build Trust

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pitching is painfulNo Pitch Sales

Customer, investors, and the media need to...

know

like

...and trust ...you, your company and brand before they buy your product, story, or vision.

!

DeePatience.com/Heroes Twitter: @DeePatience | e-mail: dee@deepatience.com

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Create a Saga Great startup stories take us on a journey.

Increase engagement, get more shares and stand out.

Give us something to talk about.

2

Founder Stories#1 way to build trust

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Dee Copeland Patience Startup Storyteller, DeePatience.com

When I worked at Apple...

I learned the power of the founder story.

Employees, the press, and fans repeated stories about Steve and Woz even decades after they founded Apple.

I believe all founders are Heroes. When the world knows your story, they will listen, remember, and care.

stories became legendFrom Inside Apple

Why do we care about David?

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Traction 101

3 RULES

#1 Reveal the Battle

#2 Show the

Struggle

#3 Don’t be Boring

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create your HERO storyBuild Trust

Use the HEROES Framework for...

more sales

with less pitching

Build trust, engagement, and traction with your audience.

Note: The HEROES framework will get you started, but it’s only a simple guide. Experiment to create your own unique story…and have FUN!

!

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1)Humanizehumble beginnings, start, childhood or “down to earth”

6)Successremind us of the resulting change, solution or vision of the future that solves our problem or changes our lives

3)Resistanceshow us images to visualize the struggle or battle against the enemy

5)Earntell us about the day you earned a badge of honor, respect, kudos, acclaim recognition, or early “win”

H

E

S

OR

E

HEROES Framework6 steps to an awesome story

4)Outlookreveal the discovery or secret of the turning point or turnaround

2)Enemyshow us the “evil”, change or challenge that compelled, propelled the hero to take action

you’ve earned the right to brag!

start here!

tie the journey back to brand values!

lessons learned or new solutions!

Humanize the Hero

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tell us who you areH Humanize

We want to care. Tell us about you.

1) Where are the founders from?

2) Why did you start the company or product?

3) What was your original vision, reason, or goal?

4) What’s your “why”?

Why is this important? Press, investors, and customers want to know who you are before they invest in you or your products.

!

Introduce Enemy or

“Evil”

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state what you stand forE Enemy

Reveal the problem, customer’s pain, and/or “enemy” you’re taking a stance against.

1) status quo

2) a big competitor

3) unsolved problem that your target audience faces

HINT: Use video, photos, audio, or customer stories to show why the problem, pain, or situation is important and should be fixed.

Why? The problem needs to be important, feel real, and be worth the cost to fix.

Show the

Resistance

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reveal the battleR Resistance

Reveal the struggles that you or your company has faced.

1) failures

2) mistakes

3) problems along the way

Why? We want to buy from transparent, authentic, and “real” people. No person or company is perfect. Your audience expects to hear about it.

!

Highlight a New

Outlook

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remember the turning pointO Outlook

Bring us back to the moment (or day/year) something changed the game.

Tell us about:

1) pivots

2) lesson learned

3) “aha” moments

Why? We want to learn about your new direction, approach, or change in perspective that created a turnaround.

!

Show when You

Earned !the first Win

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showcase small winsE Earn

Describe the moment you knew success was round the corner.

You earned...

1) your first customer or testimonials

2) a big endorsement or influential partner

3) first article, interview or mention in the press

Why? We want to celebrate the day you got traction and/or were moving in the right direction.

Hint: Don’t worry if you aren’t there yet. Your day is coming :)

Show your

Success

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share the big winS Success

Congrats! You’ve now built trust.

It’s time to tell us about your wins!

1) traffic, shares, sales and testimonials

2) media coverage, interviews, articles or attention from the press

3) a new solution, successful product or awesome launch

Why? We want to root for you. It’s time to brag because you’ve earned it! :)

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1)Humanizehumble beginnings, start, childhood or “down to earth”

6)Successremind us of the resulting change, solution or vision of the future that solves our problem or changes our lives

3)Resistanceshow us images to visualize the struggle or battle against the enemy

5)Earntell us about the day you earned a badge of honor, respect, kudos, acclaim recognition, or early “win”

H

E

S

OR

E

HEROES Frameworkhere it is again

4)Outlookreveal the discovery  or secret of the turning point or turnaround

2)Enemyshow us the “evil”, change or challenge that compelled, propelled the hero to take action

you’ve earned the right to brag!

start here!

tie the journey back to brand values!

lessons learned or new solutions!

QUESTIONS?

R! Get answers!

DeePatience.com/Heroes Twitter: @DeePatience | e-mail: dee@deepatience.com

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