Welcome to the DH Marketing Conference

2010

Elaine WalshE 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 XPS-2700M, and 42.1% improved over the XPS-2600K (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

b

1. What is it?

2. Why it works

3. How to use it

Coca-Cola Novo-NordiskAvaya Microsoft Apple

Coors Levi Strauss VerizonAARP McDonald’s NASA

GSA Southern Pacific IBMBristol-Myers Squibb USGCMarriott Int. Wells Fargo

Schools Teaching Business Storytelling…

Stanford Business SchoolHarvard Business School

MIT

1.5 Trillion URLs175,000One Million1 Second10 SecondsOne Minute

“Seamlessly integrated…”“World’s leading provider…”“Market leader…”“Unsurpassed capabilities…”

According to Price Waterhouse

and KPMG60% 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 functioningFight – Flight – FreezeCan’t tell imagined from real

Emotions, Memories, Habits Innate Know-How and Decision-

Making

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

AwedDisappointed Surprised Elated

Accepted Shocked Jealous Distant

Hopeful excited CommittedResponsible Confident Pity

Worried Remorseful HonoredStressed Timid Concerned Shocked Hopeful Disgusted

RelaxedFearful 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 avehicle 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 collisionsinvolving 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 findshis 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 Craft something new Williams-SonomaCaregiver Care for others AtriaRuler Exert control American ExpressJester Have a good time BudweiserRegular Guy/Gal Be OK as you are Wendy’sLover Find and give love HallmarkHero Act courageously NikeOutlaw Break the rules Harley DavidsonMagician Affect transformation Canyon Ranch spaInnocent Retain or renew faith IvoryExplorer Maintain independence Levi’sSage Understand the world 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

It’s hopeless

It will never work in this department.

It needs a lot more thought (or research, or study)

Won’t fly

Too political!

It will never go over with the

people upstairs

We’re doing just fine as it is

It’s just a fadWe’ve never done it that way

beforeWe tried it and it didn’t work

There’s no budget for it

We have too many layers

Too radical

No clear mandate

We just can’t take the chance

I don’t have the authorityIt’s not my job

What’s in it for

me?

We’ll catch flak for it

Too visionary

No time

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 ofuse.

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 likedTo be appreciatedTo be rightTo feel importantTo make moneyTo save timeTo make work easierTo be secureTo be attractiveTo be sexyTo be comfortableTo be distinctiveTo be happyTo have funTo gain knowledgeTo be healthyTo gratify curiosityFor convenienceOut of fearOut of greedOut of guilt

And they are all controlled by this part of your brain

To be likedTo be appreciatedTo be rightTo feel importantTo make moneyTo save timeTo make work easierTo be secureTo be attractiveTo be sexyTo be comfortableTo be distinctiveTo be happyTo have funTo gain knowledgeTo be healthyTo gratify curiosityFor convenienceOut of fearOut of greedOut of guilt

Six secrets of story telling:Easiest way to create compelling marketing messagesBased on brain design & functionPath to successful leadershipEnables focus on the small example and the big visionUses emotional language – best for important & ethical messages Key to navigating change

Your competitors, your customers, your employees,

your prospects, your co-workers 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 theability to thrive in change. 520.620.0063 elaine@ecommint.com

Source Material• 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)