Jon DiGregory Let’s spend some quality time together
WRITE BIG LIKE THIS
Sticky Side Down & At The Top!
My brother can do really cool “wheelies” on his motorcycle!
My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more
money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
! Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the
front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
My brother can do really cool “wheelies” on his motorcycle!
! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost
effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.
! Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
!
Let’s Get Awkward: Find An Emotional Connection
What is an Emotional Connection?
Heart Data Distribution Personal
What is an Emotional Connection?
Gut Feeling
Facts & Data
ACHIEVING COMMON GROUND
Emotional Connection =
Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!
Lesson one: Only trust people who like big butts… !
They cannot lie.
Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Applying Emotional Connections To Marketing SIMON SINEK’S: Start With Why
Gut Feeling
Facts & Data
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
01. Primary Emotional Connection
02. Secondary Emotional Connection
Instead… Horse before the cart!
WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”
PLAN PRODUCE PRESENT
PLAN PRODUCE PRESENT
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
PLAN
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
A plan for attaching video storytelling to your sales and marketing processes...
PLAN
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where is your audience? Identifying them by the four stages of your sales cycle
FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE!
The four Personalities of your sales cycle PLAN
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
PLAN
PLAN
FRAN: Why Story WHY DO YOU DO WHAT YOU DO?
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
DAN: About Us Story WHAT NEEDS TO BE
SUPER CLEAR?
PLAN
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
The four Personalities of your sales cycle PLAN
CLAIRE: Client Story WHAT DO YOU DO BEST?
PLAN
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
The four Personalities of your sales cycle PLAN
BOB: Best Practices Story WHAT NEW THINGS ARE YOU EXCITED ABOUT?
PLAN
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
Where is the ROI? Without A Story - $1.49
With A Story How much is it worth now?
$??.??
$1.49 > $197.50!
What is the ROI of your Mother?
Can you describe your emotional connection?
PLAN
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
No recipe for the One Hit Wonder
How many views?
✆
PLAN
✆ $
PLAN
✆ $
4 weeks
PLAN
✆ $
4 weeks
✔
18 mn
PLAN
✆ $
4 weeks
✔
18 mn
PLAN
✆ $
4 weeks
✔
18 mn
PLAN
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18 mn
PLAN
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
PLAN
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
PLAN
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
PLAN
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
PLAN
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
PLAN
CONGRATULATIONS! You now know there are over 79 million people dumber than you...
79,405,003
PLAN
PLAN
BOLT ON AUDIENCE ROI DELIVERY COST
PLAN
How much you got? Please provide a budget
Think Phone Bill! What can you spend monthly?
PLAN
PLAN PRODUCE PRESENT
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
PRODUCE
We actually CAN handle the truth
Authentic is real… Real = trust and believability
PRODUCE
Authentic is efficient “An pleasant unexpected surprise”
PRODUCE
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
Story is the fastest way to achieve Common Ground
PRODUCE
What makes a Story?
Question Journey Reflection Reward Story
?
What makes a good story?
PRODUCE
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
PRODUCE
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
PRODUCE
PLAN PRODUCE PRESENT
PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
PRESENT
PRESENT
PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
AUDIENCE SHIFT
Getting permission to interrupt!
!{SALES VIDEOS
!{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
!{THE ADS
!{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
BELIEVE
REINFORCE
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS≈I LIKE IT
$I’M BUYING
?AWARE
CAREDON’T CARE
!
Audience
Shift
PRESENT
PRESENT
Everyone Has A Blurry Space
PRESENT
STORY.BOOK EXCUSE NOT ABOUT YOU
Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
PRESENT
!
ROADMAP WORKSHOP Basic Story.Book Framework !
WITH CHIP MCLEAN
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