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Kindra Hall | @kindramhall kindrahall.com
THE IRRESISTIBLE POWER OF STRATEGIC STORYTELLING
FOOLPROOF STORYTELLING
STRATEGIES
WHY DOES STORYTELLING
WORK SO WELL?
STO RY /ˈstôrē/
Goal To redefine story, what it
is and what it is not. Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
Kindra Hall | @kindramhall kindrahall.com
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
IT’S SCIENCE
STORIES ARE MEMORABLE
IT’S SCIENCE
Kindra Hall | @kindramhall kindrahall.com
NEUROLOGIST PAUL ZAK STORY CHANGES BRAIN CHEMISTRY
WHY DOES STORYTELLING WORK SO WELL?
Cortisol Increased Focus
& Attention
Oxytocin Increased Empathy
& Emotion
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
IT’S SCIENCE
CHANGES THE
CONVERSATION
Kindra Hall | @kindramhall kindrahall.com
SIGNIFICANT OBJECTS ANTHROPOLOGICAL EXPERIMENT
200 Objects Total cost = $250 (apprx 235 EUR)
Total sold = $8,000 (apprx 7527 EUR) +3,200%
WHY DOES STORYTELLING WORK SO WELL?
Kindra Hall | @kindramhall kindrahall.com
SIGNIFICANT OBJECTS ANTHROPOLOGICAL EXPERIMENT
Storytelling changes the conversation.
FROM $$ TO VALUE
WHY DOES STORYTELLING WORK SO WELL?
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
STORY
ACTION
IT’S SCIENCE
CHANGES THE
CONVERSATION
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
VALUE OF STORYTELLING ON FACEBOOK FOR MARKETERS
https://www.facebook.com/business/news/value-of-storytelling-on-facebook
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
VALUE OF STORYTELLING ON FACEBOOK FOR MARKETERS
VS = &
https://www.facebook.com/business/news/value-of-storytelling-on-facebook
Sequential Ad
Campaign Sustained
CTA
Kindra Hall | @kindramhall kindrahall.com
SEQUENTIAL AD CAMPAIGN VS SUSTAINED CALL TO ACTION
Subscribes = 56% more View-through = 87% more
PROMISE OF A STORY
WHY DOES STORYTELLING WORK SO WELL?
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
STORY
ACTION
STORIES ARE MEMORABLE
IT’S SCIENCE
CHANGES THE
CONVERSATION
Kindra Hall | @kindramhall kindrahall.com
If history were taught in the form of stories, it would never be forgotten RUDYARD KIPLING
“ “
WHY DOES STORYTELLING WORK SO WELL?
WHY AREN’T WE TELLING THEM?
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
STO RY/ˈstôrē/
Goal: To redefine story, what it is and what it is not.
Kindra Hall | @kindramhall kindrahall.com
Kindra Hall | @kindramhall kindrahall.com
WHAT A STORY IS NOT
STO RY /ˈstôrē/
1. A Story is not a tagline/slogan/mission statement. 2. It’s not a list of features or benefits. 3. It’s not simply catchy copy or cool infographics. 4. It’s not a plan. 5. A Story is not vague, high-level principles or thought.
Kindra Hall | @kindramhall kindrahall.com
WHAT A STORY IS
STO RY /ˈstôrē/
1. A Story happens in a particular moment."
2. There is a beginning, middle, and end."
3. There are emotions not just information."
4. There are characters to care about & "something at stake.
THE BIGGEST STORYTELLING MISTAKE
Kindra Hall | @kindramhall kindrahall.com
WHY DOES STORYTELLING WORK SO WELL?
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
Kindra Hall | @kindramhall kindrahall.com
FINDING the story
CRAFTING the story
TELLING the story
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
FINDING THE STORY
1. Make a List of Differentiators — In Action. 2. Make a List of Products // Services — In Action. 3. Make a List of Clients. — Their Transformations. 4. Make a List of Objections. 5. Make a List of Most Common Questions. 6. When was the Idea was Born.
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
FINDING the story
CRAFTING the story
TELLING the story
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
CRAFTING THE STORY
Beginning"
Middle! End!✗ ✗ ✗
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
CRAFTING THE STORY
Normal"
Explosion! New Normal!
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
CRAFTING THE STORY
Normal"
Explosion! New Normal!
FOOLPROOF STORYTELLING STRATEGIES
✗ ✗
RULES FOR CRAFTING A STORY
• Set the scene – people & place. "Be vivid..
• Include emotions: not just information. • Include specific, strategic details. • Offer a directive.
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
CRAFTING THE STORY
Kindra Hall | @kindramhall kindrahall.com
FINDING the story
CRAFTING the story
TELLING the story
FOOLPROOF STORYTELLING STRATEGIES
Kindra Hall | @kindramhall kindrahall.com
Videos, Videos, Videos"
Website — About Us & Testimonials"
Social Media // Blogs // Email Campaigns // PR // Print "
Presentations & In-Person Meetings
FOOLPROOF STORYTELLING STRATEGIES
TELLING THE STORY Places to tell:
Kindra Hall | @kindramhall kindrahall.com
TELLING the story
FOOLPROOF STORYTELLING STRATEGIES
FINDING the story
CRAFTING the story
FOOLPROOF STORYTELLING
STRATEGIES
WHY DOES STORYTELLING
WORK SO WELL?
STO RY /ˈstôrē/
Goal To redefine story, what it
is and what it is not. Kindra Hall | @kindramhall kindrahall.com
Kindra Hall | @kindramhall kindrahall.com
KINDRA HALL Speaker. Author. Consultant.
facebook.com/kindrahallfan @kindramhall linkedin.com/in/kindrahall
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