How Full Monty Storytelling Can Drive Your Agency New Business

THE FULL

MONTYSTORYTELLING

by Park HowellCopyright Park and Company Marketing Communications, Inc. 2015. All rights reserved.

Thursday, October 15, 15

@ParkHowell#StoryCycle



Helping Brands Create Abundance for the Greater Good Through The Power of Story



“Don’t tell me to save water. Show me how.”


@ParkHowellplant-something.orgThursday, October 15, 15

@ParkHowell#StoryCycle ecodrivingsolutions.comThursday, October 15, 15

The Story CycleHow to craft and tell compelling stories that sell.

Copyright Park&Co, 2013. All rights reserved.



EXECUTIVE MASTERS FOR SUSTAINABILITY LEADERSHIPOwn the boardroom, break room, chat room and living room



We tell stories to make sense of the world around us.



Behind every great brandstands a great story


The masses are the media


“The human mind yields helplessly to the suction of story.” - Jonathan Gottschall The Storytelling Animal


They’re all the same story.


To Be Continued...Brand Rituals

Special World

Ordinary World

The MoralBrand Ideal

Victory Is At Hand!Brand Statement

The Road Of TrialsBrand Interaction

Enter The MentorBrand Promise/Gift/Personality

Villains, Fog & CrevassesAntagonistic Forces

The Call To AdventureTension & Disruption

What’s At Stake?Goals

Who’s Your Hero?Customer Persona

Where In The World Have You Been?Backstory & Positioning

Act ISeparation

Act IIInitiation

Act IIIReturn

The Story Cycle



MoralSuccessJourneyMentorObstaclesIncidentGoalsAudienceBackstory Ritual

ACT I ACT II ACT III

The Story Cycle



Story = Three Acts



Beginning Middle End



Act I


Where In The World Have They Been?

1


Who’s Your Hero?2


What’s At Stake?

3


The Call To Adventure

4


Villains, Fog And Crevasses

5


Enter The Mentor6


The Road Of Trials

7


7


Victory Is At Hand!

8


The Moral Of Your Story

9


To Be Continued...

10


To Be Continued...Brand Rituals

Special World

Ordinary World

The MoralBrand Ideal

Victory Is At Hand!Brand Statement

The Road Of TrialsBrand Interaction

Enter The MentorBrand Promise/Gift/Personality

Villains, Fog & CrevassesAntagonistic Forces

The Call To AdventureTension & Disruption

What’s At Stake?Goals

Who’s Your Hero?Customer Persona

Where In The World Have You Been?Backstory & Positioning

Act ISeparation

Act IIInitiation

Act IIIReturn

The Story Cycle



@ParkHowell

Our brain,


@ParkHowell

like the amoeba,


@ParkHowell

has one main goal: Survival.


@ParkHowell

We can go weeks without food,


@ParkHowell

days without water,


@ParkHowell

but only about 35 seconds without finding Meaning in something.


@ParkHowell

We constantly scan our environment,


@ParkHowell

probing for clues beneath the surface,


@ParkHowell

with an embedded app. called Curiosity.


@ParkHowell

Curiosity is our primal search engine that captures insight, then filters it through past experience


@ParkHowell

to help our mind predict the future


@ParkHowell

in an endless battle to find Clarity in the chaos around us.


@ParkHowell

Nature helps in our hunt for meaning


@ParkHowell

by enticing us with story


@ParkHowell

to draw our Rapt attention.


@ParkHowell

We live vicariously through story,


@ParkHowell

trying on trouble,


@ParkHowell

to Learn what to do in case it happens to us.


@ParkHowell

Powerful stories use urgency,


@ParkHowell

novelty and surprise


@ParkHowell

to deliver a Truth .


- Joseph Campbell

“We’re not on our journey to save the world but to save ourselves. And in doing that you save the world.”


What’s Your Story?


[email protected]


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mailto:[email protected]

How Full Monty Storytelling Can Drive Your Agency New Business

Marketing

Transcript of How Full Monty Storytelling Can Drive Your Agency New Business