Art of Storytelling by Andy Walden
28
1 the art of STORYTELLING how to captivate your audience
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Transcript of Art of Storytelling by Andy Walden
1
the art of
STORYTELLINGhow to captivate your audience
2
INTRODUCTIONStorytelling
3
AgendaIm
port
ance1
Pers
pect
ive
2
En
ab
lem
ent
3
4
IMPORTANCE OF STORYTELLING
Section 1
5
Foundation
6
Captivation
7
2013 Most Viral Super Bowl Ad
WINNER
8
2013 Most Viral Super Bowl Ad
10
Understanding
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PERSPECTIVESection 2
12
Elements of a Story
CharactersSettingPlot ConflictResolution
13
Creating a story together
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Perspective
WHAT
HOW
WHY
15
Audience
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Relevance
Your Story
Audience’s Beliefs
and Experienc
e
Sweet Spot
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ENABLE YOUR CUSTOMERSSection 3
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Past: Customers as Consumers
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Now: Customers as Contributors
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Hero
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Hero’s Mentor
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2+2 Theory
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Enable your customers
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Enable your customers
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Highlight Customers
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Create Opportunity
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Storytelling ConclusionImportance of Storytelling People are more engaged with your stories. It creates a stronger impression.
Co-Create TogetherStoryteller and Audience create story together
Start with WhyEmpower your customers
Enable your Customer Provide customers different channels to share their story of your brand.
2+2Don’t tell the customer what to think. Let them find the answer for themselves.
