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“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”

CEO & Co-Founder of HubSpot

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Smart Brands Are Evolving Their Messaging

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The Ancient Art of Storytelling

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Your Brain On Stories

Attention:

Cortisol

Feel Good:

Dopamine

Feel Empathy:

Oxytocin

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CLUTTER SCIENCE+A Return To Storytelling

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Industries That Use Storytelling

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Industries That Use Storytelling

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Industries That Use Storytelling

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Von Miller Denver Broncos #58

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What are Marketing Stories?

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What’s Your

Story?

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How To Find Your Story

WHYDid You

Start?

WHODo You

Help?

WHATDo You

Really Sell?

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What Do You Really Sell?

95%Of all purchasing

decisions are made

subconsciously

Harvard Business School

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What Do You Really Sell?

Basic Needs

Safety Needs

Social Needs

Esteem Needs

Self

Actualization

Most Important

Needs

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What Do You Really Sell?

Cars Houses InsuranceFreedom

Independence

Shelter

Family Time

Peace of mind

Protection

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You’ve Got Your Story!Now What?

Content,That’s What!

YOUR STORY

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INGREDIENTS FOR PERSUASION

The Science Of Crafting Really Great Stories

Pathos

65%

Logos

25%

Ethos

10%

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What Makes AGood Story?

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RulesFor

Storytelling

1. Be Authentic

2. Keep It Simple

3. Show, Don’t Tell

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RulesFor

Storytelling

1. Be Authentic

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How To Be Authentic

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Don’t Lie.

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Be Different.

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Pay Attention To The Details

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RulesFor

Storytelling2. Keep It Simple

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“If it can't fit on the back of an envelope, it's rubbish.”Richard Branson,

Founder of Virgin Group

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No Jargon!

Just write it like you’d say it

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Why Simplicity Sells

• Makes your website easier to find

“While intelligent people can often simplify the complex, a fool is more likely to complicate the simple.”

— Henry David Thoreau, American author and philosopher

• Less risk for miscommunication

• Makes you look smart

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RulesFor

Storytelling 3. Show, Don’t Tell

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10% of what we hear

80% of what we see

CMO Council

20% of what we read

65 percent of us are visual learners

A picture is

worth 100

words

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Dr. James mc Quivey

1.8 million

One minute of video is equal to

If A Picture’s Worth 1,000 . . .

words

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RulesFor

Storytelling

1. Be Authentic

2. Keep It Simple

3. Show, Don’t Tell

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Crafting Stories Is A Process

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Crafting Stories Is A Process

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Examples

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