Storytelling in crowdfunding

#Springboard IoT˝April 2013

Alex Barrera (@abarrera)˝http://www.press42.com

HELLO MY NAME IS...

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Not for everybody

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Size matters

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Personal

connection

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Personal

VS

connection

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Pre-campaign: Get ready before...

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Locate fanatic

s

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Understand your fans Brave����������� ������������������  Hearts

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Interact and

involve them

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http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Avoid words like: “help”, “support”, or “fund”

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http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

MaKey MaKey

Pebbles

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3 types of videos

Product driven

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3 types of videos

1. Intro of the founder, who and why are you there?

2. Problem

3. Show the product

4. Describe features of the product

5. What will you do with the money

6. Empower your investors

7. Immediate call to action

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3 types of videos

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3 types of videos

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3 types of videos

Why do stories work?

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Memory recollection Causation effect

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Memory recollection Causation effect Mirror neurons & Oxytocin

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Memory recollection Causation effect Mirror neurons & Oxytocin Oxytocin & Dopamine

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Why

How

What

Golden Circle

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Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Golden Circle

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Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Why

How

What

Robert McKee

A story is a universal human experience wrapped inside a culture-specific expression

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http://www.slideshare.net/press42 Alex Barrera (@abarrera)

expectation

result

GAP

Story beats

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Hero’s journey

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Double Fine Adventures

WTF?

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Double Fine Adventures

1. Off balance WTF

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Double Fine Adventures

You talking to me?!

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Double Fine Adventures

Drumming

Sky diving

Donate to charity (or something)

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Double Fine Adventures

Games!

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Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

Personal story

(credibility)

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Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

Avoid bragging (Accomplishment

rhetoric)

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Protagonist#1

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Double Fine Adventures

Adventure games!!

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Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

3. Product introduction

Connecting personal and professional

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Double Fine Adventures

Stuff of dreams and memories...

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Double Fine Adventures

Remember the good ol’ days?

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Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

3. Product introduction

4. Problem + nostalgia

Blame rhetoric aka underdog

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Double Fine Adventures

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Story beats

expectation

result

GAP antagonists

Object of desire (conscious or unconscious)

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YOU!#2

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Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

3. Product introduction

4. Problem + nostalgia

Hero’s Journey

(wise guy)5. Call to adventure!!!

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Double Fine Adventures

Noooooorggg!!!

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Double Fine Adventures

5. Call to adventure

6. Refusal of the call

Problem with publishers

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Double Fine Adventures

I’ll pay you!

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Double Fine Adventures

5. Call to adventure

6. Refusal of the call

7. Implicit call to action

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Double Fine Adventures

Not enough...

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Double Fine Adventures

5. Call to adventure

6. Refusal of the call

7. Implicit call to action

8. Group action call!

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Double Fine Adventures

But����������� ������������������  maybe...

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Double Fine Adventures

Down with the publishers!!

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Double Fine Adventures

5. Call to adventure

6. Refusal of the call

7. Implicit call to action

8. Group action call!

9. Starts believing (Spark) Underdog theme

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Double Fine Adventures

EUREKA!!

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Double Fine Adventures

9. Starts believing (Spark)

10. Solution

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Double Fine Adventures

Meet the team

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Double Fine Adventures

Just����������� ������������������  in����������� ������������������  case����������� ������������������  you����������� ������������������  forgot...

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Double Fine Adventures

9. Starts believing (Spark)

10. Solution

11. Team intro + background

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Double Fine Adventures

Fuck off!

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Double Fine Adventures

He’ll help... I hope!

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Double Fine Adventures

9. Starts believing (Spark)

10. Solution

11. Team intro + background

12. Call to action (team)

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Double Fine Adventures

Rewards, rewards!

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Double Fine Adventures

This is how cool it will be...

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Double Fine Adventures

9. Starts believing (Spark)

10. Solution

11. Team intro + background

12. Call to action (team)

13. Rewards

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Double Fine Adventures

Nerd2

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Double Fine Adventures

9. Starts believing (Spark)

10. Solution

11. Team intro + background

12. Call to action (team)

13. Rewards

14. Extra connection (passion)

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Double Fine Adventures

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Double Fine Adventures

15. Crossing first thresholdAdventure, no fear, brave

14. Extra connection (passion)

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Double Fine Adventures

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Double Fine Adventures

Not����������� ������������������  only����������� ������������������  collaboration...����������� ������������������  but����������� ������������������  COOL!

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Double Fine Adventures

15. Crossing first threshold

14. Extra connection (passion)

16. Repeat involvement (status)

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Double Fine Adventures

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Double Fine Adventures

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Double Fine Adventures

15. Crossing first threshold

14. Extra connection (passion)

16. Repeat involvement (status)

17. Pleaded funds Security, underdog budget

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Double Fine Adventures

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Double Fine Adventures

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Double Fine Adventures

15. Crossing first threshold

14. Extra connection (passion)

16. Repeat involvement (status)

17. Pleaded funds

18. Final WTF

19. Final call to action

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Avoid Silos

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Story structure

1. Intro of the founder, who and why are you there?

2. Problem

3. Show the product

4. Describe features of the product

5. What will you do with the money

6. Empower your investors

7. Immediate call to action

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Double Fine Adventures

1. Off balance WTF

2. Audience connection (passion)

3. Product introduction

4. Problem + nostalgia

Hero’s Journey

(wise guy)5. Call to adventure!!!

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Double Fine Adventures

5. Call to adventure

6. Refusal of the call

7. Implicit call to action

8. Group action call!

9. Starts believing (Spark) Underdog theme

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Double Fine Adventures

9. Starts believing (Spark)

10. Solution

11. Team intro + background

12. Call to action (team)

13. Rewards

14. Extra connection (passion)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Double Fine Adventures

15. Crossing first threshold

14. Extra connection (passion)

16. Repeat involvement (status)

17. Pleaded funds

18. Final WTF

19. Final call to action

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Protagonist#1

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Connection#2

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Underdog#3

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Team#4

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Rewards#5

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Calls to Action#6

DoUmo ArigatoU

http://www.press42.com alex@press42.com @42press / @abarrera

http://slideshare.net/press42

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)