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.







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


PLAN

BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST


PLAN



PLAN

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

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


PLAN



PLAN

Let’s Identify Some Targets...



PLAN

- 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...


PLAN



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

PLAN

Where Be Your People?

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



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

FIND

INTRODUCE

WHY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE



DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE



FRAN: Why StoryThursday, September 26, 13


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE



DAN: About Us StoryThursday, September 26, 13


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE



CLAIRE: Client StoryThursday, September 26, 13


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE



BOB: Best Practices StoryThursday, September 26, 13

PLAN



What is an Emotional Connection?

Heart Data Distribution Personal




SIMON SINEK: Start With Why

PLAN


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...



PLAN




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


PLAN




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



F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward



F

Client

V

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

FIND

INTRODUCE

WHY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE{SALES

VIDEOS



FIND

INTRODUCE

WHY

DIGEST

TELL

ABOUT US

ENGAGE ONGOING INDUSTRY

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

01: Fran

00: Ernie


! AWARE

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?UNAWARE

E

Getting permission to interrupt

{SALESVIDEOS

{MARKETINGVIDEOS





Everyone Has A Blurry Space




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✆ $



✆ $

4 weeks



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4 weeks

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18mn



✆ $

4 weeks

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18mn



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4 weeks

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18mn



✆ $

4 weeks

✔ ▶ ▶ ▶ ▶

18mn



✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18mn



✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18mn



✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18mn



✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18mn



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


E

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


E

THE ADS

THE ARTICLES

EXCUSE TOINTERRUPT

{

{

STORYBOOK



Business

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