THE ART OF INBOUND STORYTELLING

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INTERMEDIATE

#INBOUNDLEARNING

12/3 - The Power of Storytelling & Inbound Marketing

12/10 - How to Tell Your Story

WEBINAR SCHEDULE

Mark Kilens @MarkKilens

John Bonini @Bonini84‎

Jay Acunzo @Jay_zo

1 What is storytelling? (Recap)

2 Where to tell your story

3 Incorporating story into your content

AGENDA

Either you’re going to tell

stories that spread, or you will

become irrelevant.

WHAT IS STORYTELLING? 1

People don’t buy what you do, they buy why you do it. - Simon Sinek

Why are you doing what you’re doing?

What’s not a story.

Stories are not your

brand lineage.

They’re not what

everyone else is

saying…

..or doing.

Great stories don’t

contradict themselves.

Great stories spread because they’re true.

Your “One Simple Story”

Status Quo Drama Resolution

From the POV of Your CUSTOMER

Your Customer’s “One Simple Story”

Status Quo Drama Resolution

The spider is going up a waterspout. (States a fact.) Down came the rain. (Challenge.) Out came the sun & dried up all the rain. (Solution.)

Your Customer’s “One Simple Story”

Status Quo Drama Resolution

Jim leads a crazy, fast-paced life. He can hardly slow down and can barely keep up with it all. He escapes with bold, aromatic coffee for a moment of comfort.

Your Customer’s “One Simple Story”

Status Quo Drama Resolution

Jennifer’s a driven professional. She’s got a ton of pressure to deliver high quality work. Her tools are hassle-free and simple. All her work is beautiful.

Your Customer’s “One Simple Story”

Status Quo Drama Resolution

Mark follows marketing best practices. But the playbook is getting less effective & audiences dislike it. Inbound marketing helps you create marketing people love.

WHERE TO TELL YOUR STORY. 2

“The audience will not tune in to watch information. You wouldn’t, I wouldn’t. The audience will only tune in and stay tuned in to watch drama.”

– David Mamet

Value proposition

WHERE YOUR STORY LIVES:

1

2

3

Customer experience

Everywhere!

VALUE PROPOSITION 1

Appeal to the senses rather than logic.

(Yes!)

WHAT’S YOUR RAISON D'ÊTRE?

1 Know your niche

2 Incorporate the personal/emotional experience

3 Counter challenges, failures, and an overall problem

4 What are you bringing to the table?

5 What excites/interests you?

6 Convince your audience to care

INCORPORATING YOUR PURPOSE:

Knowing your audience gets you found…

…understanding their worldview is what resonates.

CUSTOMER EXPERIENCE 2

EXPERIENCE TRUMPS COST.

1 Focus on specific worldviews

2 Great value, fair price

3 Interaction and participation

4 Bring human element back

5 Convince your audience to care

CREATING THE EXPERIENCE:

8th most loved company in the world. (APCO Worldwide.)

Why?

Customers bought into the experience.

People don’t remember the pitch..

…they remember the experience.

EVERYWHERE! 3

Great stories stretch from function to phone calls.

1 Story = mission statement

2 Build story into the core of product/service

3 Separate service from the experience

CONSISTENCY IS KING:

Your story shouldn’t contradict itself.

INCORPORATING STORY INTO YOUR CONTENT. 3

Purple at the core

INCORPORATING STORY INTO YOUR CONTENT:

1

2

3

Create a content mission statement

Tell a different story!

PURPLE AT THE CORE 1

Concept before execution.

CREATE CONTENT MISSION STATEMENT 2

How are you helping?

TELL A DIFFERENT STORY! 3

Think Story. Not Features.

People buy the story.

START WITH “WHY.”

MASSAGING YOUR STORY.

WAIT, WAIT, WAIT: I’VE GOT PRODUCTS & SERVICES TO SELL!

STORIES DRIVE INBOUND BUSINESS

SOCIAL INBOX.

WHY?

• “Social media was always meant to be a personal channel.” • “It became broadcasting, canned responses, and mindless monitoring.” • “Get back to actual human interactions.” • “As a personal channel, all departments can use it for their work.”

We believe social media should be about real human interactions, but it’s too noisy and difficult to do so easily.

MANY TOUCHPOINTS. ONE STORY.

Website:

Video:

PR:

Content:

MANY TOUCHPOINTS. ONE STORY.

MANY TOUCHPOINTS. ONE STORY.

ATTRACT THE RIGHT AUDIENCE

“Totally agree!”

AVOID THE WRONG AUDIENCE

“That’s poppycock!”

ONE STORY AT EVERY STAGE

PROMOTERS SPREAD YOUR STORY

“Totally agree!” “Dude...!”

STORYTELLING ISN’T AN INBOUND BEST PRACTICE.

STORYTELLING IS INBOUND AT ITS BEST.

NEXT STEPS

1. Finalize your one simple story

2. Create your next content offer around that

one simple story

3. Revaluate your current value propositions

• 10 of the World's Best Storytellers

• Content Creation Templates

RESOURCES

QUESTIONS?

THANK YOU.