How Storytelling Powers Your Customer Journey
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THE POWER OF STORY, by Maury Rogow, CEO of Rip Media Group. Executives, Marketing and Engineers will all benefit by learning why your story is winning your losing you clients...and what to do to improve.
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How Storytelling Powers Your Customer Journey
- 1. Your Story Starts Here Mrogow@RipMediaGroup.com Ripmediagroup.com
- 2. Your Company Will live or die based story
- 3. Everyone wants To be part of a great story
- 4. It’s not about your product. It’s about the stories you tell.
- 6. Power of Story Customer Journey Story Structure? Why Story Vote: Bonus Features
- 8. Sequence of events that changes a character’s life What’s a Story?
- 9. ONLY GOAL “What Happens Next?”
- 10. Real or Pretend?
- 12. Was this the first MP3 player on the market?
- 13. Put 1000 songs in your pocket
- 16. It works because you: Tell a Story Make an Impact Do not talk ‘product’
- 17. Its not about your product – it’s about the stories you tell (Seth Goden)
- 18. BIG POINT You are a story teller
- 19. How Do We Do This?
- 20. The Process
- 22. WHO IS YOUR AUDIENCE? Rule #1
- 23. Disrupt Rule #2
- 24. SELL THE HOLE NOT THE DRILL Rule #3
- 28. MYSTERY Rule #7
- 29. Underdog Rule #8
- 31. Rules Which spoke to you?
Editor's Notes
- Tell me your favorite movie Favorite super bowl commercial Now: favorite powerpoint presentation. WHATS THE MOST IMPORTANT STUFF YOU NEED IN A DIGITAL CAMPAIGN? Stories matter, stories are compelling and interesting I left my career First Impression – in businesss…no one reads…so make it easy for people to know how you help
- YOULL LOSE OR WIN CLIENTS YOULL LOSE OR WIN THE BEST HIRES Because everyone wants – more than money, more than title, everyone wants
- YOULL LOSE OR WIN CLIENTS YOULL LOSE OR WIN THE BEST HIRES Because everyone wants – more than money, more than title, everyone wants
- You have an amazing product. Work here. Work damn hard on your product. You know what? Who cares – no one. They care about the story you tell.
- After 15 years launching products in high tech – I moved to LA : Found myself on Deal or No Deal with Howie Mandel Playing for 500k Choose, gone, choose, gone, BANKER $7500 go away - Good TV? Bring Grandma out west? -- Want to know what I did - stay
- Pick a brand you like. Pick a Freinds Kickstarter campaign. Pick your own product. Jot it down and tell me what you have. Make decisions. Start now. 3 acts. Seen a comedian? Win over. Self depreciating test new. Best w calls back.
- Someone tell me a good movie they’ve seen recently Throw some names out: Star Wars, Creed, Inside Out??
- WHY IS STORY SO IMPORTANT? Its inside of our psyche Weve been doing this since The Chief chases the great bear, all the drama THE ONLY GOAL is WHAT HAPPENS NEXT
- We are programmed and driven to want to know what happens next Cortisol built up - Need Dopamine to release it
- Our subconscious responds to sight, sound, and story It can not distinguish between real and pretend Cortisol, stress…searching for endorphines and dopamine Great minds have said before me:
- If it’s a story = A FICTIONAL STORY = our memories hold on 7x longer
- If you get it right, you get a copy of my book About how to launch a business MPMan F10, manufactured by Korea's Saehan Information Systems and launched in March 1998 --- ONE WINNER: TOLD A BETTER STORY APPLE
- Now, by story, they lead the market It’s a picture we can relate to AND SEE FOR OURSELVES
- Does it work for smaller companies? Met with a tiny company when there were 3 people at a restaurant Stuck with them regular, updated, short form content: case studies, How To, and At this point we relaunched them and have ongoing content Talk about a tough market: B2B and B2G – LONG buying cycles, but are the clear winner
- Does it work for smaller companies? Met with a tiny company when there were 3 people at a restaurant Stuck with them regular, updated, short form content: case studies, How To, and At this point we relaunched them and have ongoing content Talk about a tough market: B2B and B2G – LONG buying cycles, but are the clear winner
- Client has tech that can scan and identify 247 countours of a human face Do we want to battle a number? The competition said they can do 346 – WHO CARES We need to set our own story, AND CREATE A MOOD -- DO NOT NEED A HUGE BUDGET -
- Can we agree: Great product?? NO ONE CARES Better story, everyone cares: Apple won bc they told stories of experience: 1000 songs in your pocket. Fun carefree smart. iPad You have an amazing product. Work here. Work damn hard on your product. You know what? Who cares – no one. They care about the story you tell. Apple won bc they told stories of experience: 1000 songs in your pocket. Fun carefree smart. iPad
- Your company will live or die based on how you use media Its not your widget, its your story: Apple, IBM, Cisco = better story of the future, of the experience
- Overcome the fear, overcome the obstacle
- Someone tell me a good movie they’ve seen recently Throw some names out: Star Wars, Creed, Inside Out??
- THIS IS ABOUT YOUR BRAND, YOUR PRODUCT (pull it back to brand)
- Be all things to all people: RIGHT? NO Are you selling diapers during Sunday Football? Facebook – college campuses Apple: Artists and creatives
- Pattern interrupt IBM STORY: 400k mistake Getting fired No. You got 400kin training
- Differentiate yourself with EXPERIENCE Not a list of features Banker gave me a list of features: I wanted related to me– This guy I know Dan, with messy red hair, super nice guy, got a 5 mm loan from us turned his tractor business into a rental house and owns the market in Central California
- START WITH WHY NOT the HOW WIIFM EMOTIONal content =
- What happens to YOUR consumer if they do NOT buy your widget? REAL? Or FOMO?
- What you film for 10 hours goes into 1 minute Do not take 3 minutes to say what 30 seconds can do for you That lil guy has a longer attention span at 9 seconds than millenials at 7 who in one sentence can tell me what their company does?
- TRY TO BUILD TENSION DOES ANYONE WANT TO KNOW WHAT HAPPENED ON DEAL OR NO DEAL? (Maybe play out my grandma had no idea what I do - but to see me on tv - that's a story for her!) Leave them wanting more, don’t tell the entire story Use a bit of mystery to your advantage
- NAME A MOVIE YOU’VE WATCHED: Who did your root for? Story says we root for people we empathize with That has high stakes THAT IS AN UNDERDOG GE humble now
- Our minds paint a picture if given the opportunity! We cant help it! Do YOU really want BROCHURE AND FEATURES – or - I know a business similar to yours Maury, run by a Texan, cowboy hat – needed to launch his brand – we lanched him with all the tools he needed on the marketing side – now owns 10 acres of land with a landing strip for his private plane That’s true: Viance Can you see the guy at all? A BUSINESS LIKE MINE AND HOW THEY BENEFITED – I KNOW THIS GUY Create a story we can connect with, something related to what we know… We are visual species whose minds work hard to understand by comparison Too obvious, and your audience is not interested Too obscure, no connection, and they are confused
- Which, if any, of the rules spoke to you and do you think you can use? Write them down on the little card
- Guy starts a business. Does a video. Increases business to millions. How. I'll tell you WHATS THE MOST IMPORTANT STUFF YOU NEED IN A DIGITAL CAMPAIGN? Stories matter, stories are compelling and interesting I left my career First Impression – in businesss…no one reads…so make it easy for people to know how you help