3 Stories A/E/C Marketers Must Master

3 Super Stories Marketers Must Master

D A V I D L E C O U R S f o r S M P S - P R C 2 0 1 7

Can I Tell Youa Story?

6

A R C H I T E C T SKIRKPATRICK

The Point Continually Deepen Expertise Share Expertise Generously via The Power of Story

1 of 3 Stories About My Firm About Me Whom We’ve Helped

Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 Stories How to Tell Stories

Format Presentation / Stories Participation / Dialogue Q&A Notes / Handout / Slides

Slides lecoursdesign.com/3stories

Why lead with story?

Story Helps Get to Know, Like, Trust You Know, Like, Trust Your Firm Persuade Everyone is in Marketing

Story Allows You In

WHY

NeocortexLimbicReptilian

Leaders Tell Stories

WHY

“People that tell stories rule

the world.”

–Plato

WHY

3

LOGOS

ETHOS

PATHOS

?

WHY

Agenda Why Lead with Story?The 3 Stories to Master How to Write Your 3 StoriesHow to Tell Stories

What three stories must marketers master?

About Me About My Firm

Whom We’ve Helped

Story Structure

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

“Something must be at stake that convinces the audience

that a great deal will be lost if the hero doesn’t obtain his

goal. If nothing is at risk, then it’s not interesting.”

–Robert McKee

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

Alaskan winters makes people a little crazy

who where when

tension resistance struggle

a-ha light bulb catalyst to change

ending new way

About Me

3 STORIES

POINT Not just

what you do, but why

People do business

with people they know.

bio=facts story=character

About Me Stories 1. Event from your youth predicting you

becoming a marketer 2. Why did you become a marketer? 3. A moment confirming this is your calling 4. Key turning point in your career

via Bill Baker

Homework

About Me

Homework

About My Firm

WHAT

About Me About My Firm

Whom I’ve Helped

Possible Plots: Founding Story Purpose Story Vision Story

Homework

About My Firm

Homework

Whom We’ve Helped

WHAT

About Me About My Firm

Whom I’ve Helped

Possible Plots: Value of Design

Overcome Challenges Your Process Works

How Client Met Goals

Your Client is the Protagonist

WHAT

Homework

Whom We’ve Helped

Homework

?

WHAT 3 STORIES

Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 StoriesHow to Tell Stories

How to write your stories

About Me Story Development

HOW

SETUP

CONFLICTTURNING POINT

OUTCOME

43

2

1YOUR POINT

5

Start with the point.

HOW

About Me Stories 1. Event from your youth predicting you

becoming a marketer 2. Why did you become a marketer? 3. A moment confirming this is your calling 4. Key turning point in your career

via Bill Baker

My About Me 1. Point: my purpose 2. Outcome: my new way 3. Setup: me, KAA, work 4. Conflict: fired 5. Turning Point: pain

Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 StoriesHow to Tell Stories

How to tell your stories

LTS

SL

T

Mirror Neurons

Where?

HOW

About Me About My Firm

Whom We’ve Helped

Written Bio Video Bio Self-Intro

Interviews Networking

Social Media Speaking

Website Video

Direct Mail Proposal

Networking Social Media

Speaking

Case Studies Project Sheets

Website MonographInterviews Publicity

Social Media Testimonials

When?

HOW

About Me About My Firm

Whom We’ve Helped

Tell Me About Yourself.

Why Should I Hire you?

Tell Me About Your Firm.

What’s different about

your firm?

Questions on: Problem Solving

Change Collaboration

ROI Expectations Pragmatism

Hands-On Environment

Set Up

HOW

Show Vulnerability

HOW

It is Not Weakness

HOW

Power of Going First

HOW

Homework

Speak Human

HOW

“There is nothing like telling your story in person. The more

time we spend in front of screens, the more we crave

human contact.”

–Arianna Huffington

Make It Sticky

HOW

?

HOW

Agenda Why Lead with Story? The 3 Stories to Master How to Write Your 3 Stories How to Tell Stories

Next Steps

Share What You Learned

Homework

Slides lecoursdesign.com/3stories

Hunting for Stories

Conclusion

Why lead with story?

What three stories to tell?

How to tell your stories?

Tell me a fact and I’ll learn. Tell me a truth

and I’ll believe. But tell me a story and it will

live in my heart forever. 

— Indian Proverb