Welcome to the
DH Marketing Conference
2010
Elaine Walsh
E Comm International, Inc.
“Six Secrets from Mark
Twain and Apple That Will
Put Money in Your
Paycheck and Increase
Sales”
“Tell me a fact and I’ll learn.
Tell me a truth and I’ll believe.
Tell me a story and it will live in my
heart forever. “
Indian Proverb
Storytelling in
business
It’s not your average
“once upon a time”
Not this kind of story telling…
Nor this…
“Let me tell you what an amazing
product we have, how it works and
all about our founders!”
Not this…
In this case study, we will examine how the
installation of the XPS-2800L improved
through-put time 52.6% and maximized
performance parameters while retaining
cost-benefit ratios that are 42.8% more
favorable, when compared to the XPS2700M, and 42.1% improved over the XPS2600K (9405 model only, modified for U.S.
standards) and significantly (60.2%)…
Not this kind of story telling…
Not even this…
Or even this….
(Although this is very intriguing,
isn’t it?)
Energize
Lead
Market
Sell
Brand
…provoking
…inspiring
…creating new ways
of thinking
1. What is it?
b
2. Why it works
3. How to use it
Coca-Cola Novo-Nordisk
Avaya Microsoft Apple
Coors Levi Strauss Verizon
AARP McDonald’s NASA
GSA Southern Pacific IBM
Bristol-Myers Squibb USGC
Marriott Int. Wells Fargo
Schools Teaching Business
Storytelling…
Stanford Business School
Harvard Business School
MIT
1.5 Trillion URLs
175,000
One Million
1 Second
10 Seconds
One Minute
“Seamlessly integrated…”
“World’s leading provider…”
“Market leader…”
“Unsurpassed capabilities…”
According to
Price Waterhouse
and KPMG
60% of a company’s value
is now based on
“intangibles”
“When you’re conversing with
co-workers, customers or
investors, the richness and
meaning of your story is what
people really buy. Everybody
thinks it’s the return on
investment that you’re
selling…but it’s really the story
about ROI that an investor
takes away.”
Tom Durel, former CIO/SVP,
Blue Cross/Blue Shield
“The marketplace is demanding
that we burn the policy
manuals and knock off the
incessant memo writing;
there’s just no time. It also
demands we empower
everyone to constantly take
initiatives. It turns out that
stories are a – if not the –
leadership answer to both
issues.”
Tom Peters, “Reimagine!”
70% of what humans
learn, in every
culture, is
through
stories
“Dogs sniff each other.
People tell stories.”
Steve Denning, “The Secret
Language of Leadership”
Scientific evidence
proves we have
three brains
Lizard/Reptile (Old
Brain)
Mammal
(Lunhir/Mammalian)
Intellectual (Neo
Cortex/New Brain)
95% of our brain functioning
Fight – Flight – Freeze
Can’t tell imagined from real
Emotions, Memories, Habits
Innate Know-How and DecisionMaking
Reasoning and
Rationalization
The mammal and
the
intellectual
brains
Represent only
5% of our brain
functioning
We act (also, buy) on emotion
Then we justify with fact
The brain doesn’t pay
attention to boring things
That’s Why
Emotional
Words Work
Happy Elated Angry Exhausted
Appreciated Sad Distant Proud Awed
Disappointed Surprised Elated
Accepted Shocked Jealous Distant
Hopeful excited Committed
Responsible Confident Pity
Worried Remorseful Honored
Stressed Timid Concerned
Shocked Hopeful Disgusted Relaxed
Fearful Worried Thrilled Satisfied
“Don’t say the old lady
screamed.
Bring her on and let her
scream.”
Mark Twain
*In 40% of deaths due to drinking drivers,
the drivers were illegally operating a
vehicle or without a driver’s license.
*Almost nine out of every 10 drivers in
alcohol related collisions (87.5%) were
male and 92.8% were under 25 yrs old.
*In over half (58%) of all collisions
involving two vehicles and fatalities, the
drinking driver is uninjured or in 87% of
the cases, sustains minor injuries.
“Everyone knows the
media exaggerates”
“That’s not really that
bad”
“Where did you get
those numbers?”
“My big brother, Tom, had been home from Iraq for only
two days and was driving to visit our grandmother, who
he had not seen for 2 years. The drunk driver who struck
his car had no license, was 18, with a blood alcohol level
two times over the legal limit. Tom died at the scene. Tom
was my hero.”
The Power of One
Please help Rufus, a
homeless terrier mix
puppy with 3 legs. Your
gift of only $25/month will
assure that Rufus
gets fed and
housed until
he finds
his new
“Forever Home”
What happens is fact,
not truth.
Truth is what we think
about what happens.
Robert McKee “Story”
People buy the story
that’s attached to the
product, the service or
your idea.
They don’t buy the
product, service or
idea. They buy the
emotion it gives them.
People buy meaning and emotion.
Whether you’re selling soft drinks or
routers, a charity or test equipment,
people buy first for emotion and
then justify it with fact.
That’s what a brand is. Story telling.
The most
effective
messages engage
the whole brain
The meaning of a brand is its most
precious and irreplaceable asset.
The brand tells the story of your
company and your product and
creates an emotional affinity. That
affinity allows your rational
arguments to be heard.
Successful brands know this.
Creator
Caregiver
Ruler
Jester
Regular Guy/
Gal
Lover
Hero
Outlaw
Magician
Innocent
Explorer
Sage
Craft something new
Care for others
Exert control
Have a good time
Williams-Sonoma
Atria
American Express
Budweiser
Be OK as you are
Find and give love
Act courageously
Break the rules
Affect transformation
Retain or renew faith
Maintain independence
Understand the world
Wendy’s
Hallmark
Nike
Harley Davidson
Canyon Ranch spa
Ivory
Levi’s
Oprah’s book club
Two years after heart bypass surgery,
90 percent of patients do not
maintain the healthier lifestyles they
were urged to adopt.
Given our resistance to change in the
face of potential death, how can you
get people in a business organization
to change?
I’m not sure
my boss will
like it
There’s no budget for it
We’ll catch
flak for it
We just can’t
take the chance
It’s
hopeless
Won’t
fly
No
time
No clear
mandate
It needs a lot more thought (or
research, or study)
It will never work in
this department.
We’re doing just
fine as it is
Too
political!
It will never go
over with the
people
upstairs
What’s
in it for
me?
It’s just a fad
We’ve never
done it that
way before
Too visionary
We have too many layers
We tried
it and it
didn’t
work
Too
radical
It’s not my job
I don’t have the
authority
How can
storytelling be
a part of
leadership?
“The task of leaders is to simplify.
You should be able to explain where
you have to go in two minutes.”
Jeroen Van Der Veer, Royal Dutch
Shell
“Stories are the single most powerful
weapon in a leader’s arsenal”
Howard Gardner, Harvard University
Today we are introducing a new,
ultraportable MP3 player with a
6.5 ounce design and 5 GB hard
drive, complete with Apple’s
legendary ease of
use.
iPod.
One thousand songs in your
pocket.
Today, Apple reinvents the phone.
iPhone 3G.
Twice as fast at half the price.
Twenty two reasons why people buy your product…
And they all belong down here….
To be liked
To be appreciated
To be right
To feel important
To make money
To save time
To make work easier
To be secure
To be attractive
To be sexy
To be comfortable
To be distinctive
To be happy
To have fun
To gain knowledge
To be healthy
To gratify curiosity
For convenience
Out of fear
Out of greed
Out of guilt
And they are all controlled by this part of your brain
To be liked
To be appreciated
To be right
To feel important
To make money
To save time
To make work easier
To be secure
To be attractive
To be sexy
To be comfortable
To be distinctive
To be happy
To have fun
To gain knowledge
To be healthy
To gratify curiosity
For convenience
Out of fear
Out of greed
Out of guilt
Six secrets of story telling:
Easiest way to create compelling
marketing messages
Based on brain design & function
Path to successful leadership
Enables focus on the small
example and the big vision
Uses emotional language – best for
important & ethical messages
Key to navigating change
Your competitors, your
customers, your employees,
your prospects, your coworkers and your bosses all
have a story about you and
your organization.
To change anything about
that, you need to take
control of your story.
Because it will always be the
only story you truly have
control over.
“If you’re going to have a story,
have a big story, or none at all.”
Joseph Campbell, Mythologist
“Those who tell the
stories rule the world.”
Plato
Turn your organization’s unique
story into marketing that works,
effective sales training and the
ability to thrive in change.
520.620.0063
elaine@ecommint.com
Source Material
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Joyce Hostyn, Experience Design “Influence Through Storytelling”
“Made to Stick” by Chip & Don Heath
“Why Now is the Time to Crush It” by Gary Varnerchuk
“Linchpin” by Seth Godin
“The Hero & the Outlaw” by Pearson/Marks
“Story” by Robert McKee
“The Presentation Secrets of Steve Jobs” by Carmine Gallo
“Wake Me Up when the Data Is Over” by Lori Silverman
“Believe Me: A Storytelling Manifesto for Change-Makers & Innovators” by
Michael Margolis
“The Copywriter’s Handbook” by Robert W. Bly
“Storytelling in Projects: Transforming Project Plans Into Stories” by Andreas
Munk-Madsen (University of Aalborg) and Peter Bogh Anderson (University of
Aarhus)