Post on 25-Jan-2015
description
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
Jon Hollyn Jill
Finding An Emotional Connection
ACHIEVING COMMON GROUND
Emotional Connection =
Opening the door to TRUST & BELIEVABILITY!
Finding Common Ground =
Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
What is the ROI of your Mother?
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
PLAN PRODUCE
PRESENT PERSUADE
PLAN PRODUCE
PRESENT PERSUADE
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN
Let’s Identify Some Targets...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN
- FIND NEW PEOPLE- INTRODUCE WHO WE ARE- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Possible target goals may be...
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People?
Identify them by the stage of your sales cycle...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN
Gut Feeling
Facts & Data
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 76 million people dumber than you...
76,489,492
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
PRODUCEPLAN
PRESENT PERSUADE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
PRODUCEPLAN
PRESENT PERSUADE
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Where next? What’s next?
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
PRODUCEPLAN
PRESENT PERSUADE
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE{SALES
VIDEOS
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
ENGAGE ONGOING INDUSTRY
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran
00: Ernie
02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
E
Getting permission to interrupt
{SALESVIDEOS
{MARKETINGVIDEOS
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EMOTIONALEQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who would get your permission?
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
SALES VIDEOS
MARKETINGVIDEOS
AUDIENCE CROSSOVER
WEB TO WEBSITE
{
{
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK