iStrategy Melbourne - Let Me Tell You a Story: Content is the Word - Joe Smith, BlueArc
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Transcript of iStrategy Melbourne - Let Me Tell You a Story: Content is the Word - Joe Smith, BlueArc
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BluearcStory telling
LET ME TELLYOU A STORY
WHY STORIES MATTERHOW THEY CAN HELP YOU SELLHOW TO BUILD GOOD ONES
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CREATURES OF NARRATIVE
• Explaining• Remembering• Understanding
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WHY THE TERM “STORIES”?• A bit of stretch• An attempt to disorientate• Emotional not rational
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MARKETING STORIES & FLOW• Staccato bursts vs narrative flow• Pitch for more time• Get to “yes”
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MARKETING STORIES & FLOW
The problem
The features:
The unwanted
feeling you have now
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ATLAS
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FORD
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SEA-MONKEYS
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PEOPLE BUY ON EMOTION
• Facts: features that get you on the list• Feelings: emotional benefits that are
bought• Create feeling in your customer
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TODAY’S STORY
• I can help you feel competent about building emotional reactions to your products and services.
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ACTIVITY ONE: PERSONALISED PLATES• Warm up• Concise• personal
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MAJOR BARRIERS
• It’s all about you• It’s too easy to talk
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ACTIVITY TWO: FEATURES VS. BENEFITS• Where’s the story in this?• Show empathy• Hunt the benefits
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WEBSITE STORIES
• Unique platform• Concise, clear & with c.t.a.• Audience is primed
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ACTIVITY THREE: MORE BUILDING BLOCKS• Target your audience• Unique features/solutions• Calls to action
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ACTIVITY FOUR: BUILDING YOUR STORY• Target your audience• Unique features/solutions• Calls to action