SEMPL18: KINDRA HALL

Kindra Hall | @kindramhall kindrahall.com

THE IRRESISTIBLE POWER OF STRATEGIC STORYTELLING

FOOLPROOF STORYTELLING

STRATEGIES

WHY DOES STORYTELLING

WORK SO WELL?

STO RY /ˈstôrē/

Goal To redefine story, what it

is and what it is not. Kindra Hall | @kindramhall kindrahall.com

WHY DOES STORYTELLING WORK SO WELL?




IT’S SCIENCE

STORIES ARE MEMORABLE

IT’S SCIENCE


NEUROLOGIST PAUL ZAK STORY CHANGES BRAIN CHEMISTRY


Cortisol Increased Focus

& Attention

Oxytocin Increased Empathy

& Emotion



IT’S SCIENCE

CHANGES THE

CONVERSATION


SIGNIFICANT OBJECTS ANTHROPOLOGICAL EXPERIMENT

200 Objects Total cost = $250 (apprx 235 EUR)

Total sold = $8,000 (apprx 7527 EUR) +3,200%



SIGNIFICANT OBJECTS ANTHROPOLOGICAL EXPERIMENT

Storytelling changes the conversation.

FROM $$ TO VALUE




STORY

ACTION

IT’S SCIENCE

CHANGES THE

CONVERSATION



VALUE OF STORYTELLING ON FACEBOOK FOR MARKETERS

https://www.facebook.com/business/news/value-of-storytelling-on-facebook



VALUE OF STORYTELLING ON FACEBOOK FOR MARKETERS

VS = &

https://www.facebook.com/business/news/value-of-storytelling-on-facebook

Sequential Ad

Campaign Sustained

CTA


SEQUENTIAL AD CAMPAIGN VS SUSTAINED CALL TO ACTION

Subscribes = 56% more View-through = 87% more

PROMISE OF A STORY




STORY

ACTION

STORIES ARE MEMORABLE

IT’S SCIENCE

CHANGES THE

CONVERSATION


If history were taught in the form of stories, it would never be forgotten RUDYARD KIPLING

“ “


WHY AREN’T WE TELLING THEM?



STO RY/ˈstôrē/

Goal: To redefine story, what it is and what it is not.



WHAT A STORY IS NOT

STO RY /ˈstôrē/

1.  A Story is not a tagline/slogan/mission statement. 2.  It’s not a list of features or benefits. 3.  It’s not simply catchy copy or cool infographics. 4.  It’s not a plan. 5.  A Story is not vague, high-level principles or thought.


WHAT A STORY IS

STO RY /ˈstôrē/

1.  A Story happens in a particular moment."

2.  There is a beginning, middle, and end."

3.  There are emotions not just information."

4.  There are characters to care about & "something at stake.

THE BIGGEST STORYTELLING MISTAKE



FOOLPROOF STORYTELLING STRATEGIES



FINDING the story

CRAFTING the story

TELLING the story



FINDING THE STORY

1.  Make a List of Differentiators — In Action. 2.  Make a List of Products // Services — In Action. 3.  Make a List of Clients. — Their Transformations. 4.  Make a List of Objections. 5.  Make a List of Most Common Questions. 6.  When was the Idea was Born.



FINDING the story

CRAFTING the story

TELLING the story



CRAFTING THE STORY

Beginning"

Middle! End!✗ ✗ ✗



CRAFTING THE STORY

Normal"

Explosion! New Normal!



CRAFTING THE STORY

Normal"

Explosion! New Normal!


✗ ✗

RULES FOR CRAFTING A STORY

•  Set the scene – people & place. "Be vivid..

•  Include emotions: not just information. •  Include specific, strategic details. •  Offer a directive.



CRAFTING THE STORY


FINDING the story

CRAFTING the story

TELLING the story



Videos, Videos, Videos"

Website — About Us & Testimonials"

Social Media // Blogs // Email Campaigns // PR // Print "

Presentations & In-Person Meetings


TELLING THE STORY Places to tell:


TELLING the story


FINDING the story

CRAFTING the story

FOOLPROOF STORYTELLING

STRATEGIES

WHY DOES STORYTELLING

WORK SO WELL?

STO RY /ˈstôrē/

Goal To redefine story, what it

is and what it is not. Kindra Hall | @kindramhall kindrahall.com


KINDRA HALL Speaker. Author. Consultant.

facebook.com/kindrahallfan @kindramhall linkedin.com/in/kindrahall

SEMPL18: KINDRA HALL

Sales

Transcript of SEMPL18: KINDRA HALL