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Vishal Khandelwal of Copywriter In India shares his insights on the art of storytelling that businesses can use to engage prospects and customers.
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What’s YourStory?
Vishal Khandelwalwww.copywriterinindia.comwww.safalniveshak.com
“Trust Me!”
The Most Misused Term Across Most Businesses
Today, I’ll Tell You How to Build Real Trust
Among Your Prospects & Customers
But before that…
Here’s a Short Story…
DISASTER STRIKES!
You Wouldn’t BuildA Gallery That Way…
Right?
So How Could You Build A Business That
Way?
But Wait!
Are You Building a Business?
Or a TRIBE?
A Business is about STUFF
…that sold in the “During Advertising” Era(Television, Radio, Print Advertising)
A Tribe is about STORIES…that create Trust in the “After Advertising” Era
(Social Media)This is your ART!
The Power Curve Has Changed!
Invention
Production
Marketing
Value, Rs
Time
The Old Power Curve
Invention
Production
Storytelling
Value, Rs
Time
The New Power Curve
{Only} Two Rules of Success
1. Invent stuff worth talking about
2. Tell stories about what you’ve invented
Stories that were told well…
What About You?1. Do you produce stuff worth talking about?
You answer that!
2. How do you tell stories about what you’ve produced?
That’s what I’m here for!
First, What Makes for
A Great Story?
A Great Story…is True
Longaberger Corp.’s Headquarters, US
Consumers are too good at sniffing out inconsistencies. So it’s important to tell a story that’s consistent & authentic.
A Great Story…Makes a Promise
It promises fun, money, safety, shortcut, or connection with old friends…
…and then fulfills that promise.
A Great Story…is Trusted
Trust is the scarcest resource we’ve got left…especially in the financial services industry. No one trusts anyone.
So a great story is one that creates trust.
A Great Story…Appeals to Senses
Not to logic…it appeals to people’s emotions.
Like the ‘unhealthy’ Coke or the ‘gas guzzling’ Hummer.
A Great Story…Agrees with Worldview
It doesn’t teach people anything new.
Instead, it agrees with what the people already believe in and makes them feel smart and secure.
To Answer The Question…
Your Story in Your ‘ART’
People will throng to your Gallery when you tell it well.
But How Do You Let the World Know Your Story?
Old Channels, Expensive, Local Reach
This is How I Do It…• Blogging
• E-Letters
• E-Books
• Video Posts
• Email Auto-responders
• Direct Response Copies
I write content to tell my story
using the Power of WWW
Blogging Makes You Money…This Way or That Way!
My 6 Steps to Storytelling Nirvana
… in 30 Minutes Flat!
Finalize a Domain Name & Register(Rs 500)
Host your
domain(Rs
3,500)
Download
Wordpress on your
Domain(Free)
Activate a
Readymade
Wordpress Theme(Free)
Open a Email
Marketing
Account(Free)*
Get down to story-
telling to create a ‘Tribe’
* Mailchimp provides Free Email marketing up to 2,000 subscribers/12,000 mails a month
Here’s How The “Safal Niveshak” Tribe Has
Grown…
Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-120
150
300
450
600
Just 1 Reader of My Story – Myself!
Now, I have 512 Friends!
Zero Advertisement…Zero Online Marketing…Zero Products to Sell…Just Storytelling!
To Tell Your Story,First Build A Website That
Works…A Website is your ‘Storyteller’ and must do at least one of two things, but probably both:
1. Turn a stranger into a friend, and a friend into a customer.
2. Talk in a tone of voice that persuades people to believe the story you’re telling
Build A Website That Works…A Web site can cause only four things to happen in the moments after someone sees it:
1. He clicks and goes somewhere else you want her to go.
2. He clicks and gives you permission to follow up by email or phone.
3. He clicks and buys something.
4. He tells a friend, either by clicking or by blogging or phoning or talking.
...to welcome your visitor and ensure that he doesn’t lose his way
14 Things That Make for a Website that
Works…Clean Home Page & Easy Navigation
Cornerstone Content…the Story…the ART in your gallery
4 Things That Make for a Website that Works…
2
• First, know your story
• Make a big promise (What’s in it for the reader)
• Use a powerful headline – Unique, Urgent, Useful, Ultra-Specific
• Use simple, conversational language
• Show him the picture
• Show him the proof – Build Trust
• Push him to act – connect with you, subscribe to you, buy from you
Remember, this is where you tell your Story…so tell it well!
How to Create Cornerstone Content?
SEO…so that people who don’t know your story can find you
• SEO isn’t “Black magic”
• SEO is as simple as 1-2-3…1. Identify the right keywords2. Write ‘compelling’ content3. Get other websites to link to you
4 Things That Make for a Website that Works…
3
Based on Global Search Statistics…
49% of Internet users utilize Search Engines on a typical day.
71% of online shoppers browse multiple stores prior to making a purchase.
39% of search engine users believe that the companies whose websites are returned among the top search results are the leaders in their field.
62% of search users click a link on the first page of search results.
75% of Internet users have the intent to purchase when using search engines.
But Why Bother about SEO at all?
Landing Pages…one huge part of email marketing…where you send traffic
5 purposes of a landing page…
1. Get a visitor to click to go to another page
2. Get a visitor to buy
3. Get a visitor to give permission for you to follow up by email, phone, etc.
4. Get a visitor to tell a friend
5. Get a visitor to comment or give you some sort of feedback
4 Things That Make for a Website that Works…
4
What separates a ‘good’ landing page from a ‘great’ one…
• Premise…the emotional hook that attracts and maintains engagement
• Promise…make him a ‘big promise’
• Picture…show him the picture of the life with your product/service
• Proof…show him ample proof to justify your claims
• Push…lead him to act on your request – either to buy or subscribe
Landing Page that Tells A Story
Okay, Let’s Get Back to…
Storytelling
Storytelling/Content Goals
Worth Pursuing
To build trust and rapport with your audience
When you create useful, interesting, and valuable content, your audience learns they can trust you.
They see that you know your subject.
They get a sense of your personality and what it would be like to work with you.
Lack of trust kills conversion…but an abundance of valuable content builds trust like nothing else.
1
To attract new prospects to your marketing system
No matter how delightful your existing customers are, you need a steady stream of new prospects to keep your business healthy.
Remarkable content that gets shared around the web will find your best new prospects for you, and lead them back to everything you have to offer.
2
To explore prospect pain Most enduring businesses thrive because they solve problems.
They solve health problems, parenting problems, money problems, business problems, technology problems, “What should I make for dinner” problems.
When you understand your prospect’s problems, you understand how to help them, and you have the core of your marketing message.
Strategic content dives into the problems your prospects are facing. What annoys them? What frightens them? What keeps them awake at night?
3
To illustrate benefits You don’t dig up prospect problems and leave it at that. You talk about solutions.
Strategic content doesn’t just tell a prospect, “My product is a good way to solve your problem.” It shows them. And that’s a cornerstone persuasion technique.
4
To overcome objections Your prospect is looking for ways to solve his problem, but he’s also keeping an eye out for potential problems.
Strategic content can be a superb way to address prospect objections — the reasons they don’t buy.
Is price a pain point? Write content showing that implementing your solutions saves money in the long run.
Do your customers think your product will be too complicated to use? Write content that shows customers going from zero to sixty … painlessly.
5
To paint the picture of life with your product
Storytelling is one of the best content marketing strategies, and it’s a superb way to let customers mentally “try out” your offer before they ever experience it for themselves.
Use content to show what it’s like to own your product or use your service.
6
To attract strategic partners Deven probably liked my content and thus he invited me to rant on content writing. So content helps create partnerships.
When you’re passionate about creating excellent content, you’ll find that potential partners are attracted to that passion.
7
To deepen loyalty with existing customers
Every company needs to attract new customers. But the biggest growth potential in most businesses comes from building a tighter relationship with your existing customers.
Don’t treat the waitress better than you do your date. Give great stuff to the people who have already bought from you, and they’ll reward you for it.
8
To develop new business ideas Get your new ideas into your content, and see how people react. You can watch what excites people, and what fizzles out.
Content is an amazing low-risk way to try out your ideas while risking very little.
9
To build your reputation with search engines
Search engines find you valuable when readers find you valuable.
Search engines are looking for content that’s valuable to their users. If you create that type of content, your SEO battle is 9/10 done.
10
Content Marketing & Social Media are a Powerful Match
Social Media Great Content
If you create content that’s worthy of attention, the world will show up and talk about it.
I don’t know how they’ll show up in 5 years (or 5 months), but I know they will.
Campfire where your Tribe
congregates
Your Tribe’s saga and story
The Consumer Isn’t A Moron…She is your wife!
• Pamper her• Patiently explain her your point of view• Love her• Make her feel special• Do what she says
Use Cornerstone Content to tell her a Story that she already believes in.
Here’s Your Goal for 2012
Become a Storyteller
OR
Hire a Storyteller
…whatever it takes, start telling your story,because it matters!
Why You Need a Storyteller? Statistics don’t go viral, stories do
Social media is your biggest ally
People pay attention to creativity
“If history were taught in the form of stories, it would never be forgotten.”
~ Rudyard Kipling
Taking the Next StepI’ve said enough.
But you know better what’s stirring somewhere inside you.
You know better how to go about creating your own tribe.
It’s up to YOU to find and connect with it by telling stories that they believe in.
I hope you will.
Write Great Content.
Spread Your Story. Create Your Tribe.
About the StorytellerVishal Khandelwal is a copywriter, independent financialanalyst, speaker…basically an idea guy.
He lives in Navi Mumbai with his wife and 2 wonderful kids.
He tells his story at…
www.safalniveshak.comwww.copywriterinindia.comGet in touch with Vishal at…Email: [email protected] / [email protected].: +91-80-8097073918LinkedIn: http://www.linkedin.com/in/vishalkh
References Used:1. Content is King (Presentation by Karen McGrane)
2. ‘Tribes’ & ‘All Marketers Are Liars’ (Seth Godin)
