The Video Roadmap Workshop - Chicago, IL Event on 12/19/13

WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING

BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO

WRITE BIG LIKE THIS

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My brother can do really cool “wheelies” on his motorcycle!

My brother can do really cool “wheelies” on his motorcycle!

! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.

! Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more

money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since

! Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold

the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

My brother can do really cool “wheelies” on his motorcycle!

! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.

! Dad was showing off on his motorcycle in the local pub

parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.

!

My brother can do really cool “wheelies” on his motorcycle!

! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend.

! Dad was showing off on his motorcycle in the local pub

parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.

!

Let’s Get Uncomfortable: Find An Emotional Connection

ACHIEVING COMMON GROUND

Emotional Connection =

Opening the door to TRUST & BELIEVABILITY!

Achieving Common Ground =

Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!

Trust & Believability =

What is an Emotional Connection?

Heart Data Distribution Personal

SIMON SINEK: Start With Why

Gut Feeling

Facts & Data

01. Primary Emotional Connection

02. Secondary Emotional Connection

Why is Why important? Cart before the horse

01. Primary Emotional Connection

02. Secondary Emotional Connection

Horse before the cart...

WHAT DO YOU WANT VIDEO TO DO FOR YOU?

“I want video to help me____________!”

PLAN PRODUCE

PRESENT PERSUADE

PLAN PRODUCE

PRESENT PERSUADE

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

PLAN

A plan for attaching video storytelling to sales and marketing processes...

BOLT ON : AUDIENCE : ROI : DELIVERY : COST

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

01: Fran 02: Dan 03: Claire 04: Bob

PLAN

Where are they? !

!

!

!

!

!

!

!

Identify them by the stage of your sales cycle...

BOLT ON : AUDIENCE : ROI : DELIVERY : COST

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

FOUND

INTRODUCE

WHY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran Meet Dan Meet Claire Meet Bob

CURIOUS≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE!

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

FRAN: Why Story

WHY DO YOU DO WHAT YOU DO?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

Why do you do what you do?

On a scale of 1-10, how important is it for new prospects to want to learn more?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

DAN: About Us Story

WHAT NEEDS TO BE SUPER CLEAR?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

What about you needs to be completely

understood?

On a scale of 1-10, how important is it for new prospects to completely get what you do?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

CLAIRE: Client Story

WHAT DO YOU DO BEST?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

What do you do best?

On a scale of 1-10, how important is it that prospects believe you?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

BOB: Best Practices Story

WHAT NEW THING ARE YOU EXCITED ABOUT?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

What’s new or coming up?

On a scale of 1-10, how important is it that your clients keep learning how to use you?

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

Without Story = $1.49 / With Story = $197.50

Where’s the ROI?

What is the ROI of your Mother?

BOLT ON : AUDIENCE : ROI : DELIVERY : COSTPLAN

CAN YOU DESCRIBE YOUR EMOTIONAL CONNECTION?

BOLT ON : AUDIENCE : ROI : DELIVERY : COSTPLAN

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

Think “How Aggressive?” Ongoing Conversation

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

No recipe for the One Hit Wonder...

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

How many views?

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

CONGRATULATIONS! You now know there are over 78 million people dumber than you...

78,237,263

PLAN

BOLT ON AUDIENCE ROI DELIVERY COST

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

How much you got? Please provide a budget...

PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST

Think Phone Bill! What can you spend monthly?

PRODUCEPLAN

PRESENT PERSUADE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

We actually CAN handle the truth...

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER

Story is the fastest way to achieve Common Ground

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

What makes a Story?

Question Journey Reflection Reward Story

?

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER

F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWERPRODUCE

PRODUCEPLAN

PRESENT PERSUADE

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

Where next? What’s next?

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

Who is your partner?

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRODUCEPLAN

PRESENT PERSUADE

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Getting permission to interrupt!

!{SALES VIDEOS

!{MARKETING VIDEOS

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

Meet Dan Meet Claire Meet Bob

CURIOUS≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

!

Audience

Shift

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Getting permission to interrupt!

!{SALES VIDEOS

!{MARKETING VIDEOS

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

Meet Dan Meet Claire Meet Bob

CURIOUS≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

!

Audience

Shift

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Everyone Has A Blurry Space

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

!{THE ADS

!{THE ARTICLES

FOUND

INTRODUCE

TOUCH

DIGEST

TELL

CONFIRM

PROVE

Meet Fran

Meet Trigger

Meet Dan Meet Claire

CURIOUS≈I LIKE IT

?AWARE

DON’T CARE

!

Audience

Shift

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

✆

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔ ▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Email Clicks WITH Embedded video

Email Clicks WITHOUT Embedded video

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!

Duration?

What industry do you serve?

Frequency?

On a scale of 1-10, how important is it for you to find and keep a relevant audience?

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

AUDIENCE ALLOCATION

Meet Dan Meet Claire Meet Bob

CURIOUS≈I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

SALES STAGE

PERSONALITY

EXCUSE TO

INTERRUPT

Audience

Shift

YOURSTORY

Behavior

Change !

FIND DIGEST

ENGAGE ONGOING INDUSTRY

CONFIRM BELIEVE

01: Fran

00: Earl

02: Dan 03: Claire 04: Bob

E

THE ADS

THE ARTICLES

EXCUSE TOINTERRUPT

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STORYBOOK