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The HERO Method®

The HERO Method®. Information is important. Story is essential.® . mythic. What’s Your Favorite Story of All Time?. Avatar WW Record Box Office sales $1,582,000,000 E.T. Most weekends at #1 16 weekends Titanic Most consecutive weekends at #1 15 weekends The Dark Night

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The HERO Method®

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  1. The HERO Method® Information is important. Story is essential.® mythic

  2. What’s Your Favorite Story of All Time?

  3. Avatar • WW Record Box Office sales • $1,582,000,000 • E.T. • Most weekends at #1 • 16 weekends • Titanic • Most consecutive weekends at #1 • 15 weekends • The Dark Night • Biggest opening week • $239,000,000

  4. The HERO Motifs The Wounded Land is Healed Ordinary World and What’s Lacking The Treasure The Heroic Ideal Crossing the Threshold Call to Adventure The Shadow

  5. Write this down: The stories human beings remember best are based on the Hero’s Journey motifs.

  6. The HERO Method® Weaving Mythic Motifs into Messaging

  7. The Science BehindThe HERO Method 1. We re-act to emotion, not information.

  8. The Limbic Brain is where The Action is.

  9. Attributes of Limbic Brain: Emotion Motivation to act Associative memory Connection to other (loyalty) Pre-verbal and symbol-based

  10. Every buy is an emotional buy. Sensory data hits the limbic system. We make decisions to act. Feedback loop between limbic and neo-cortex that supports the limbic response. We re-act to emotion, not information.

  11. The Science BehindThe HERO Method 2. We are hardwired to feel positively about stories that use certain mythic motifs.

  12. Let’s go back 5,000 years King Gilgamesh Odyssey Da Yu Prince Rama King Arthur Alice in Wonderland Star Wars

  13. Evolution of Hero Motifs Medium Genre Romance Adventure Sci Fi Horror Fantasy Why not business communications? • Campfire • Books • Radio • Telephone • Cinema • Internet

  14. HERO Stories and Mythic Motifs… • Adaptable to: • The Big Picture • Brand awareness • Corporate communications • Positioning for products and services

  15. HERO Stories and Mythic Motifs… • Adaptable to: • Individual components • Case studies / Customer stories • Web copy • Video scripts • Live presentations and webinars • White papers

  16. Write this down: We re-act to emotion, not information. We are hardwired to feel positively about stories that use mythic motifs.

  17. HERO Highlights

  18. The Heroic Ideal A deeply held belief you have that will solve your audience’s Issues … • AND • will make their world – or our world – a better place.

  19. Emotional Resonance People buy from people they know, like, and trust. Yours Your Audience’s

  20. Relevant Rewards Not “all possible benefits” They are core rewards that your organization truly believes in. Your audience perceives as significant.

  21. Positive Opening & Outcome Are you only trying to sell them something? OR Are you opening with an authentic emotional connection and leaving them with a positive feeling?

  22. Positive Opening & Outcome Of genuine service? Authentically helpful? Of value?

  23. Write this down:The HERO Method Think Heroic. Think Ideal If we authentically feel it, so will our audience. Focus on benefits that make our audience’s world a better place. Begin with a positive connection. Then think: “service, help, value” for every communication we create.

  24. Information is important. Story is essential. < HB2HB = < World

  25. End of Presentation

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