Telling Stories To Bigger Revenue

Lisa GerberBig Leap Creative@lisagerber

@lisagerber

Jackson

The moral of this story

1. real people with real problems

2. Stories get you found

Paid EarnedOwned

3. Good storytelling is profitable

fourth - connection

Today’s agenda

1. Uncover Your Story

2. Five Ways to Tell Your Story

3. The Dos and Don’ts of a Good Story

@lisagerber@lisagerber

The goal - what is your business?

You don’t sell a product; you solve a problem.

YOUR PRODUCT

NEED

STORY

Conflict

The hero of the story

How do want to change the audience?

“‘fresh is not enough, anymore.’ Now we want to

know the sources for all of our ingredients, so that

we can be sure they are as flavorful as possible while

we are mindful of the environmental and societal

impact of our business.”

Vision Tell a bigger story than yourself

Stand for something Be provocative with a purpose

Tell the story

Culture

Hiring

Training

Pricing DistributionMarketing

Comms

Web content

Email marketing

Media relations

Social

Your story

Customer Experience

Five Ways To Tell The Story That Generate Leads

1. Solve problems

2. Address concerns or objections

3. Pricing

4. Shed light on your community

5. Let your customers tell your

storyreviews, check-ins, testimonials

From Snoozefest to Rockstar

Be real

@lisagerber

Say no to these words

• Amazing, incredible, awesome

• World-class

• Leading provider

• Award winning

• “We”

• Industry jargon

Keep it simple

Use social proof

Leverage affinity

Happy Endings

Resolve conflict

Captivate your audience

Make your customer the hero& to

The key to a good story

and we all live happily ever after

Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•lisa@bigleapcreative.com•@lisagerber•Slideshare: www.slideshare.com/lisagerber

Tell a Great Story on The Web

Lisa GerberBig Leap Creative@lisagerber

You don’t have to be a beautiful writer. You have to tell a great story

• Personal

• Make it about your customer

• Speak to benefits and outcomes/not features and services

• Tell a story bigger than yourself

• Be provocative with a purpose

• Don’t tell people how to feel. Make them feel it.

Tell the story

Culture

Hiring

Training

Pricing DistributionMarketing

Comms

Web content

Email marketing

Media relations

Social

Your story

Customer Experience

Channels of distribution

Web pages

Media/blogger

Presentations

Blog Video

Long-form

Internal comm.

Investor

Email

Social

Marketing Comms

Crisis

The Home Page

Promise headline

• Benefit

• Benefit

• Benefit

Questions to ask

• What is the conflict

• Is something at stake?

• Who is the protagonist?

• How will it be resolved?

• What is the outcome?

The About Page

Where to start

• So what?

• How does it relate to the protagonist of your story?

• Give background as it related to resolving their conflict.

• What is the point you are trying to make?

• Social proof - what do others say/think about you? How have you helped others? Prestigious awards and recognition.

• Showcase your people. Who will your prospects be doing business with?

Edit and Polish

trim the fat

Useless Words

verythatactuallyreally

Opinion Words

I feel, we feelI think, we thinkIt is our opinion....

Meaningless Words

AmazingIncredibleAwesome

The following tips are going to help you

These tips will help you

Giving him inspiration to

Inspire him to

I saw Bob Moore, founder of Red Mill Whole Grains speak at a conference this year about growing his business from his kitchen table to $200 million business in 40 years.

Bob Moore, founder of Red Mill Whole Grains, grew his business from his kitchen

table to a $40 million business in 40 years.

Now, it’s a trendy to wear these boots. People pay a premium to wear Red Wings with leggings and oversized flannel shirts from Pendleton.

Now fashionistas pay top dollar at trendy shops to wear Red Wings paired with

leggings and oversized Pendleton plaid shirts.

Vocabulary - percentage of language we actually use.

Style for the web

Sleep on it

Troubleshooting common writing problems

and we all live happily ever after

Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•lisa@bigleapcreative.com•@lisagerber•Slideshare: www.slideshare.com/lisagerber