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Shawn Pfunder - Live to Tell the Tale

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INBOUND 2015

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Shawn Pfunder - Live to Tell the Tale

  1. 1. % LIVE To do TELL THE TALE LEVERAGING STORY TO DEFINE YOUR BRAND & CRAFT MARKETING STRATEGY _ SHAWN P DER 441 | NBOUND15 O. EDITOR IEF, GODADDY
  2. 2. GODADDY + INBOUND Edition 2015 Copyright © 2015 Shawn Pfunder All rights reserved This is the space where I type some stufi‘ up to give the perception that this is the copyright page of a book and it will look so official that no one will read it because let's face it: no one reads the copyright section of a book — unless you're a lawyer. And even then, you don't want to. You want to get to the good stuff. You want to get to the story. You can follow me on Twitter and Instagram but I can'tpromise it will be as exciting as the stuff we're gonna talk about today. is} pfunder ( pfunder f shawnpfunder ‘lit shawnpfunder ‘I N B©U N D # | NBOUND15
  3. 3. ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘»
  4. 4. GRAN DIOSE CERTIFIABLE TRUMAN LIAR POSER ACTOR INTERESTING "I N BQU NI # NNNNNNN 15
  5. 5. ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘»
  6. 6. L»: w it L» 1i, I' . .i'vi. l;7,i'-'r. i.. 'IN; t<c>il. JNLDi -: EEIIx‘I; mIm_u_q, ~,
  7. 7. iyi ': r-r'-r-i i: it . i~»i i ‘irili . i 'I‘r‘I; l!<©il. JkL: *~i -: saimi; i9iImI_-n_I;1
  8. 8. SKIN, RAIN, HAIR, LIVER, STOMACH, NAILS, EYES, EARS, NOSE, MUSCLE, ONE, CARTILAGE, LIPS, HEART, TEETH, LUNGS, HORMONES, SALIVA. '| ' BIQU N D it NNNNNNN 15
  9. 9. WE ARE MADE OF STORIES. I N BOU ND 4: NNNNNNN 15
  10. 10. Wit H 5:: . Ft’ E ; ..: ..r. >E1r: : . <2. i: IAI . T i . i ' T ' ll, /. E»Rfl. lI, Il' 1, TALE > " : rs y . ‘N-""= ""= "”LD -iEEIlL‘| §mllL‘l_| I_I5'»
  11. 11. THE AVERAGE DAYDREAM IS 14 SECONDS LONG. WE HAVE ABOUT 2,000 OF THEM A DAY. I N BQU N D 4: NNNNNNN 15
  12. 12. THAT'S EIGHT HOURS A DAY. I N BQU N D 4: NNNNNNN 15
  13. 13. ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘»
  14. 14. IF WE ARE MADE OF STORIES, WHY DON'T WE USE THEM MORE? I N BIQU N D 4: NNNNNNN 15
  15. 15. ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘»
  16. 16. FIVE. SEVEN. FIVE. I N BQU N D 4: NNNNNNN 15
  17. 17. T'| 'N'BI©‘UNiD ' TU #| NBOUND15
  18. 18. WHEN WE MEET, PLEASE DON'T SWING YOUR HONESTY LASSO. I'M UNDERCOVER. Ii Ni Bonu N D it NNNNNNN 15
  19. 19. .____. ._l ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘» O 1.1";
  20. 20. THE GREEN GREAT DRAGON '| ' BIQU N D it NNNNNNN 15
  21. 21. if If 'i til I if IIFPIT at; P9; <1 I F5—r7 F_'r)I_A_T 'E§= - li it ill I P re V IH I <3» I . r*. P.i‘/ -l. Af-i'E'. -F :3 -lAL—i INIEVCWUINIEJ -: saimi; i9iImI_-n_I;1
  22. 22. LOVELY LITTLE OLD RECTANGULAR GREEN FRENCH SILVER WH| 'I'| 'L| NG KNIFE '| NBi. ouN it nnnnnnn 15
  23. 23. LITTLE LOVELY RECTANGULAR GREEN SILVER FRENCH WHI'| '|'LING OLD KNIFE '| NBi. ouN it nnnnnnn 15
  24. 24. ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| lI_l= .‘»
  25. 25. THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW. I N BQU N D 4: NNNNNNN 15
  26. 26. COMMERCIALS, ARTICLES, TESTIMONIALS, PITCHES, BIOGRAPHIES, BLOG POSTS, PRESS RELEASES, NEWS, FLASH MOS, PRESENTATIONS, CAMPAIGNS '| ' BIQU N D it NNNNNNN 15
  27. 27. THIS IS A PROBLEM. SOMETHING 'S MISSING. THIS IS A SOLUTION. I N BCQU NI 4: NNNNNNN 15
  28. 28. IT'S BIGGER THAN THAT. WE NEED TO UNDERSTAND OUR CUSTOMER NARRATIVE. I N‘ BQFIJ NI D 4: NNNNNNN 15
  29. 29. THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW. I N BQU N D 4: NNNNNNN 15
  30. 30. QUEST, PURSUIT, RESCUE, ESCAPE, REVENGE, RIDDLE, RIVALRY, UNDERDOG, TEMPTATION, ADVENTURE, TRANSFORMATION, LOVE, MATURATION, SACRIFICE '| ' BIQU N D it NNNNNNN 15
  31. 31. ‘II‘I3‘! ©IUMl§~l .1 7‘, , 1 ‘ -I'= '!IL‘I§{I)llx‘I_| l_l5.'I
  32. 32. 1. THE QUEST. 2. THE UNDERDOG. 3. TRANSFORMATION. '| ' BIQU N D it NNNNNNN 15
  33. 33. # | NBOUND15 I N B©}”l. J N ID
  34. 34. 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY CHANGE? 4. WHAT WILL BE DIFFERENT? 5. WHAT'S NEXT? ‘INBOUND it nnnnnnn 15
  35. 35. L A. T T’ __ ‘IN; t©rUm| §i -I'= '!lL‘l§mllx‘I_| l|_l5.‘i
  36. 36. 1x . ‘& PRIMARY STORY: TRANSFORMATION Secondary Story: Quest Hero? new clients, 40+ Normal life? hectic, frustrating, se| f—loathing Why? find balance, confidence, health Different? smile more, love more, forgive Next? bring someone, be a mentor Who are we in the story? We're a guide. Someone to help facilitate growth and transformation, but they'll have to do it on their own. It will be hard. It will hurt sometimes. But it will lead someplace worthwhile. it will lead to someplace unexpected. I N BIC/ U N I MURMURATION YOGA TYPICAL TRANSFORMATION STORY For marketing and messaging reference. To use this story. make sure you clearly understand the hero's world—even the mlnutiae—before transformation. Focus on the process of change as our hero moves from one stage of life to the next. Change comes in stages. Identify the stages. First dramatic phase? The crisis that starts the process of change. Second dramatic phase? Describe the effects of the transformation on our hero. Third dramatic phase? Our hero understands her experience and how it has affected her. True growth. True understanding. #| NBOUND15
  37. 37. ‘IN; £©mUm| §» -:5.=1|uI; mIls‘I_n_l= .‘»
  38. 38. SHOESHINE STUDIO PRIMARY STORY: UNDERDOG Secondary Story: Adventure Hero? first time entrepreneurs and freelancers Normal life? dull, robotic, unjust, helpless Why? to make a difference, to change world Different? creative, confident, street—wise Next? go bigger or try something new Who are we in the story? We‘re the advisor that helps level the playing field. We provide the wit and wisdom. We remind the hero that this is possible. We help define their moral code in the story. We're there when they fall short. "I N B10/U N l TYPICAL UNDERDOG STORY For marketing and messaging reference. The odds are stacked against them—rea| or perceived. The struggle is irresistible and against an immovable force. Demonstrate status quo. Understand the odds. Antagonist pushes against our hero first. Hero pushes back. There is failure and success, Our hero has deficits to overcome. The hero doesn't always win. The antagonist is aware of their improvement. Focus on how the hero is morally right in some way. Consider reversal of fortune and wits to win the fight. Each big win propel our hero to fight the next boss. #| NBOUND15
  39. 39. ‘IN; £©lum| §i -: E!Ill; mIlx‘| _IlI_l= .‘i
  40. 40. PRIMARY STORY: ESCAPE Secondary Story: Revenge Hero? over-worked couples Normal life? make money or die Why? remember what life is about Different? creative, at ease, new perspective Next? destroy the cubicle, leave phone at desk Who are we in the story? Our role is two-fold. First, we have to remind our heroes that they are confined. Second, we have to provide ways, means, and encouragement to escape. You don't manage it by visiting once. Escape takes time. "IV N Bi. ’ f U N D SAWTOOTH LODGE TYPICAL ESCAPE STORY For marketing and messaging reference. Make escape as literal as possible. Our heroes have been confined against their will and they want to escape. Our moral argument is black and white: stress will kill you; it's not worth it. Our heroes are victims. First dramatic phase? Hero's imprisonment —ihitial attempts at escape fail. Second dramatic phase? Hero plans to escape. Plans may still be thwarted. Third dramatic phase? Actual escape. Antagonist controls our hero during the first two dramatic phases; hero gains control in the last dramatic phase. 1‘-t| NBOUND15
  41. 41. 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY OHANGE? 4. WHAT WILL DIFFERENT? 5. WHAT'S NEXT? '| ' BIQU N D It NNNNNNN 15
  42. 42. ‘IN; t©lum| §i -: E!Ill; mIIx‘| _IlI_l= .‘i
  43. 43. SEE THE WORLD AS A STORYTELLER. '| N BQU N D 4: NNNNNNN 15
  44. 44. This is where I put notes and the many thank you messages about all the books and movies and ideas that aren't mine but make this kind of conversation possible. The Storytelling Animal by Jonathan Gottschall 20 Master Plots by Ronald B Tobias The Elements of Eloquence by Mark Forsyth The Wizard of Oz by Frank L Baum Wonder Woman by Charles Moulton and H. G. Peter Gleaming the Cube by Michael Tolkin Dead Poets Society by Tom Schulman '| ‘ Ni BQU N D 4: | NBOUND15
  45. 45. Q THANK YOU! , . FLY MY PRETTIESI G0 TELL SOME TALES. IT'S WORTH IT. #| NBOUND15

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