"Use Storytelling as a Strategic Business tool" by Maria Mocerino

USE STORYTELLING AS A STRATEGIC BUSINESS TOOL

BY MARIA MOCERINO#TFWORKSHOP

TheFamily

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USE STORYTELLING AS A STRATEGIC BUSINESS TOOL

MARIA MOCERINOPUBLIC SPEAKING COACH

S T O RY T E L L I N G S T R AT E G Y

You can deliver any message inside, if the Trojan Horse

—or vehicle of the message— is a story.

ONE IN A MILLION

DATA CAN PERSUADE PEOPLE, BUT IT DOESN’T INSPIRE THEM TO ACT. YOU NEED A STORY THAT FIRES THE IMAGINATION AND STIRS THE SOUL.

CREATES AN EMOTIONAL CONNECTION BUT ALSO CONTENT FOR YOUR MESSAGE.

LOOKING THROUGH THE EYES OF YOUR AUDIENCE.

SUCCESS STORIES WILL BE ASSOCIATED WITH YOU.

ENTERTAINMENT

WITH

EMOTION.

HONEST and HUMAN.

WE’RE ALL STORYTELLERS

STORIES TURN ON OUR BRAIN

B R A I N P O W E R .

WE DO NOT HEAR STORIES.

WE EXPERIENCE THEM.

WE REMEMBER STORIES

NOT FACTS.

W E L O O K F O R S T O R I E S .

W H AT I S A S T O R YW H AT I S A S T O RY ?

C O N T E X T

W H E R E A N D W H E N ?

W H O I S T H E M A I N C H A R A C T E R ?

W H AT D O E S H E / S H E WA N T ?

W H O A N D W H AT I S I N T H E WAY ?

A C T I O N

C O N F L I C T S

P R O B L E M S

FA I L U R E S

L E S S O N S L E A R N T

U N I V E R S A L *

R E S U LT

Y O U R M A I N C H A R A C T E R S FAT E ?

W H AT D I D W E L E A R N ?

W H Y D I D Y O U T E L L T H I S S T O R Y ?

F I N D I N G Y O U R

S T O RY.

W H AT A R E Y O U O F F E R I N G ?

W H AT D O Y O U R C U S T O M E R S W A N T ?

W H AT M A K E S Y O U D I F F E R E N T ?

F I N D Y O U R H O O K

M AT C H T H E S T O RY

B L O G G I N G P O D C A S T S V I D E O S E M A I L M A R K E T I N G M E D I A I N T E R V I E W S S P E A K I N G I N F O G R A P H I C S P R E S E N TAT I O N S S O C I A L M E D I A P R O D U C T S / C O U R S E S

S T R U C T U R E

G O L D E N C I R C L E W H Y H O W W H AT

N I K E ’ S M I S S I O N S TAT E M E N T:

“ T O B R I N G I N S P I R AT I O N A N D I N N O VAT I O N T O E V E R Y AT H L E T E * I N T H E W O R L D . "

C O C A C O L A’ S M I S S I O N S TAT E M E N T:

T O R E F R E S H T H E W O R L D … T O I N S P I R E M O M E N T S O F O P T I M I S M A N D H A P P I N E S S … T O C R E AT E VA L U E A N D M A K E A D I F F E R E N C E . ”

H E R O ’ S J O U R N E Y

JOURNEY TO SUCCESS STARRING: AGRICOOL.

IDENTITY: WHO WERE YOU WHEN YOU STARTED THIS JOURNEY?

TURN AGAINST THE STATUS QUO: WHAT DID YOU WANT TO CHANGE ABOUT YOUR IDENTITY/WORLD?

STRUGGLE:

WHAT DID YOU STRUGGLE AGAINST AS YOU STARTED TO CREATE CHANGE?

INSIGHT:

WHAT UNIQUE TOOL OR INSIGHT DID YOU GAIN THAT MADE OVERCOMING THIS CHALLENGE EASIER?

RESOLUTION: Who are you today and who do you serve?

S PA R K L I N E S

W H AT T H E W O R L D C O U L D B E .

S T E V E J O B S : 2 0 0 7 I P H O N E S P E E C H

WHAT IS INTERESTING ABOUT HOW YOUR COMPANY WAS FOUNDED?

WHAT PROBLEM ARE YOU TRYING TO SOLVE?

WHAT INSPIRED YOU TO START YOUR BUSINESS?

A-HA MOMENTS!

HOW HAS YOUR BUSINESS EVOLVED?

B R A I N S T O R M .

Stories evolve with us.

WHEN YOU GOT THE MIC

C O N T E X T WHERE IS THIS HAPPENING?

WHAT IS IT? Pitch, Presentation

W H O

A R E Y O U TA L K I N G T O ?

W H AT D O Y O U W A N T T H E M T O D O ?

H O W Y O U G O N N A D O T H AT ?

GAMEPLAN

H AV E A N I N T E N T I O N .

T O S E D U C E T O E D U C AT E T O C A R E S S T O T E A S E

TA C T I C S

C A S T T H E R I G H T C H A R A C T E R S

W H AT D O Y O U WA N T T H E M T O R E M E M B E R ?

“Today, Apple is going to reinvent the phone, and here it is.”

“So, we’re gonna reinvent the phone.”

“We wanna reinvent the phone.”

“You’ll agree, we have reinvented the phone.”

“Today Apple is reinventing the phone.”

S E N S O RY T R I G G E R S

H I T T H E F I V E S E N S E S

D O N ’ T S AY E V E RY T H I N G

B E A U T H E N T I C

W H AT A R E T H E Y E X P E C T I N G ?

T I P S

L I S T E N , A C T I V E LY.

P R A C T I C E

K E E P A N O T E B O O K O F S T O R I E S .

H AV E F U N .

THANKS YA’LL. maria@thefamily.co

QUESTIONS?

QUESTIONS?

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SEE YOU SOON!

LOVE.

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