The Power of StoryTelling in Business and Social Media

0207 9538304 @david_white_ @weboptimiser facebook.com/weboptimiser weboptimiser.com

David WhiteManaging Director


Welcome

Are you sitting comfortably?


Practicing What We Preach

• We produce 1000s of stories every week – so do you

• Our desire is to increase the quality of content across the web.

• Let’s make the web a better place


Welcome

This is the story of how you can use Social Media to expand your business.


• How many of you know about the story behind Berlusconi?

• How many of you can remember the exact facts of the Italian Debt Crisis?

• Strauss- Kahn entries in the FT?• Waitresses he has known?• Charlie Sheen?

Stories


• Facts / figures or transformation– How we get you all the traffic you need … or …– How we helped one person go from nothing to a

multi million pound, multi warehouse operation

• Stories are more believable, more emotional, they connect when they involve real people

What?


• The oldest business: Caxton / Shakespeare• The most powerful – Oliver Twist changed the world

• Business leaders rely on stories – Sam Walton founder of Walmart– Steve Jobs Founder of Apple– Penny Power UK Founder of Ecademy

Stories



My Story Journey

From NOWHERE to here:

Two BooksWriters AwardsTV AppearancesPress CoverageYouTube Channelfacebook page Google Plus pageTwitter accounts Articles and blogs

= New Business!


Successful Stories

• Simple• Unexpected• Concrete

• Credible

• Emotional

• Stories

• Stickyness


Our Future Journey

• Learn more about story development• Creative content makes for better business plans• Mastermind with more local business owners• Relate your story to current events– I.e. Steve Jobs, Charlie Sheen and Berlusconi


• Heroes Journey – Joseph Campbell• JC influenced George Lucas and Stephen

Spielberg - Star Wars, The Matrix and many, many others

• 12 definitive steps

Story Structure


① Who I am – reveal a flaw – be approachable② Why I am here – replace suspicion with trust③ Teaching – the boy who cried Wolf?④ Vision – inspiration - show hope – heartfelt⑤ Values in action – show integrity - Jobs⑥ I know what you are thinking – overcome

and recognise objections – show respect

Stories for Business


• Blogs• Newsletters• Article sites• Twitter, Facebook, Linkedin, Ecademy• YouTube / Podcasts• Slideshare• Networking

Where?


• Blogs, Newsletters and Articles– 250 – 2000 words

• Twitter, Facebook, Linkedin, Ecademy– Short posts (140 chrs) that link to full content

• Video / Audio– Messaging, Video scripts / Podcasts

• Slideshare– Bullet points = PowerPoints / Keynote / Video

How: Media?


• The Beginning – Tell your audience what you are going to say– Twice: Headline and Opening

• The Middle– The “meat”, no more than 3 points…

• The End!– Close on an action you want your listener to take

The 3 Story Power Steps


Ted Nicholas

• “With exactly the same body copy, the winning headline alone can pull 8 to 15 times MORE when compared to the losing headline.”

• Your Headline is responsible for 90% of your success.


• Headline is the most important element– 50% of the time is spent on these – first!– You will write multiple headlines

• Headlines become Tweets– Test headlines – adjust the story based on feedback – Develop new angles– Take a Swiss army knife to your stories

How: Story Elements


TimePlace

CharactersSituation

ActionResolution

Passion Elements


• THE STARTLING FACTS ABOUT (YOUR PRODUCT/SERVICE)... THAT 99% OF THE PUBLIC DOESN'T EVEN KNOW ABOUT

• AN ANNOUNCEMENT OF UNUSUAL IMPORTANCE FROM (YOUR NAME) TO EVERYONE LOOKING TO BUY (YOUR PRODUCT/SERVICE)

• 7 STEPS TO GETTING THE BEST (YOUR PRODUCT/SERVICE)… PROVIDED BY (YOUR NAME)

Examples


• Weboptimiser.com/30examples

• 10 Top Marketing Messages• 10 Questions That Sell• 10 Event Marketing Messages

30 Examples


Top Tips

• Be Authentic• Relate to your Audience• Practice – Jobs / The King• Identify the Negatives• Create an Experience


Practicing What We Preach

• Weboptimiser.com/30examples• See more stories over at David White . TV• Our mission is to increase the quality of

content across the web.• Let’s make the web a better place