The Video Roadmap Workshop - Chicago, IL Event on 9/24/13

WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING

BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO

Thursday, September 26, 13

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 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 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 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 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.

Finding An Emotional Connection

ACHIEVING COMMON GROUND

Emotional Connection =

Opening the door to TRUST & BELIEVABILITY!

Finding Common Ground =

Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!

Trust & Believability =

Without Story = $1.49 / With Story = $197.50

Where’s the ROI?

What is the ROI of your Mother?

WHAT DO YOU WANT VIDEO TO DO FOR YOU?

“I want video to help me____________!”

PLAN PRODUCE

PRESENT PERSUADE

PLAN PRODUCE

PRESENT PERSUADE

BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST

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

BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

Let’s Identify Some Targets...

- FIND NEW PEOPLE- INTRODUCE WHO WE ARE- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL

Possible target goals may be...

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

Where Be Your People?

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

PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST

INTRODUCE

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

INTRODUCE

01: Fran

! AWARE

?UNAWARE

FRAN: Why StoryThursday, September 26, 13

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

INTRODUCE

01: Fran

! AWARE

?UNAWARE

DAN: About Us StoryThursday, September 26, 13

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

INTRODUCE

01: Fran

! AWARE

?UNAWARE

CLAIRE: Client StoryThursday, September 26, 13

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

INTRODUCE

01: Fran

! AWARE

?UNAWARE

BOB: Best Practices StoryThursday, September 26, 13

What is an Emotional Connection?

Heart Data Distribution Personal

SIMON SINEK: Start With Why

Gut Feeling

Facts & Data

BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

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...

Think “How Agressive?” Ongoing Conversation

No recipe for the One Hit Wonder...

CONGRATULATIONS! You now know there are over 76 million people dumber than you...

76,489,492

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

Think Phone Bill! What can you spend monthly?

PRODUCEPLAN

PRESENT PERSUADE

PRODUCE

AUTHENTICSTORYCLIENT VS. VIEWERHURDLES

PRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

We actually CAN handle the truth...

Tell us something REAL about you or

your business...

PRODUCE

Story is the fastest way to achieve Common Ground

What makes a Story?

Question Journey Reflection Reward Story

PRODUCE

Client

Viewer

FactsData

Compliance

RelevantBelievableReward

Client

Viewer

FactsData

Compliance

RelevantBelievableReward

PRODUCE

Breaking down hurdles with story...

PRODUCEPLAN

PRESENT PERSUADE

PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE

BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT

Where next? What’s next?

PRODUCEPLAN

PRESENT PERSUADE

PERSUADEEXCUSEONGOINGNOT ABOUT YOU

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Getting permission to interrupt

INTRODUCE

DIGEST

ABOUT US

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE{SALES

VIDEOS

INTRODUCE

DIGEST

ABOUT US

ENGAGE ONGOING INDUSTRY

CONFIRM

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran

00: Ernie

! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

Getting permission to interrupt

{SALESVIDEOS

{MARKETINGVIDEOS

Everyone Has A Blurry Space

4 weeks

✔ ▶ ▶ ▶ ▶

4 weeks

x▶ ▶ ▶ ▶

4 weeks

x▶ ▶ ▶ ▶

4 weeks

x▶ ▶ ▶ ▶

4 weeks

x▶ ▶ ▶ ▶

Email Clicks WITH Embedded video

Email Clicks WITHOUT Embedded video

EMOTIONALEQUITY!

What is an Emotional Connection?

Heart Data Distribution Personal

Who would get your permission?

To work... it can’t be about you. Get over it!

FIND DIGEST

CONFIRM BELIEVE

01: Fran

00: Earl

SALES VIDEOS

MARKETINGVIDEOS

AUDIENCE CROSSOVER

WEB TO WEBSITE

To work... it can’t be about you. Get over it!

FIND DIGEST

CONFIRM BELIEVE

01: Fran

00: Earl

THE ADS

THE ARTICLES

EXCUSE TOINTERRUPT

STORYBOOK

The Video Roadmap Workshop - Chicago, IL Event on 9/24/13

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