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Welcome to the DH Marketing Conference 2010

Welcome to the DH Marketing Conference 2010. Elaine Walsh E Comm International, Inc. “Six Secrets from Mark Twain and Apple That Will Put Money in Your Paycheck and Increase Sales”. “Tell me a fact and I’ll learn. Tell me a truth and I’ll believe.

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Welcome to the DH Marketing Conference 2010

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  1. Welcome to the DH Marketing Conference 2010 Elaine Walsh E Comm International, Inc.

  2. “Six Secrets from Mark Twain and Apple That Will Put Money in Your Paycheck and Increase Sales”

  3. “Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. Tell me a story and it will live in my heart forever. “ Indian Proverb

  4. Storytelling in business It’s not your average “once upon a time”

  5. Not this kind of story telling…

  6. Nor this… “Let me tell you what an amazing product we have, how it works and all about our founders!”

  7. Not this… In this case study, we will examine how the installation of the XPS-2800L improved through-put time 52.6% and maximized performance parameters while retaining cost-benefit ratios that are 42.8% more favorable, when compared to the XPS-2700M, and 42.1% improved over the XPS-2600K (9405 model only, modified for U.S. standards) and significantly (60.2%)…

  8. Not this kind of story telling…

  9. Not even this…

  10. Or even this…. (Although this is very intriguing, isn’t it?)

  11. Energize Lead Market Sell Brand

  12. …provoking …inspiring …creating new ways of thinking

  13. 1. What is it? 2. Why it works 3. How to use it b

  14. Coca-Cola Novo-Nordisk Avaya Microsoft Apple Coors Levi Strauss Verizon AARP McDonald’s NASA GSA Southern Pacific IBM Bristol-Myers Squibb USGC Marriott Int. Wells Fargo

  15. Schools Teaching Business Storytelling… Stanford Business School Harvard Business School MIT

  16. 1.5 Trillion URLs 175,000 One Million 1 Second 10 Seconds One Minute

  17. “Seamlessly integrated…” “World’s leading provider…” “Market leader…” “Unsurpassed capabilities…”

  18. According to Price Waterhouse and KPMG 60% of a company’s value is now based on “intangibles”

  19. “When you’re conversing with co-workers, customers or investors, the richness and meaning of your story is what people really buy. Everybody thinks it’s the return on investment that you’re selling…but it’s really the story about ROI that an investor takes away.” Tom Durel, former CIO/SVP, Blue Cross/Blue Shield

  20. “The marketplace is demanding that we burn the policy manuals and knock off the incessant memo writing; there’s just no time. It also demands we empower everyone to constantly take initiatives. It turns out that stories are a – if not the – leadership answer to both issues.” Tom Peters, “Reimagine!”

  21. 70% of what humans learn, in every culture, is through stories

  22. “Dogs sniff each other. People tell stories.” Steve Denning, “The Secret Language of Leadership”

  23. Scientific evidence proves we have three brains

  24. Lizard/Reptile (Old Brain) Mammal (Lunhir/Mammalian) Intellectual (Neo Cortex/New Brain)

  25. 95% of our brain functioning Fight – Flight – Freeze Can’t tell imagined from real

  26. Emotions, Memories, Habits Innate Know-How and Decision-Making

  27. Reasoning and Rationalization

  28. The mammal and the intellectual brains Represent only 5% of our brain functioning

  29. We act (also, buy) on emotion Then we justify with fact

  30. The brain doesn’t pay attention to boring things

  31. That’s Why Emotional Words Work

  32. Happy Elated Angry Exhausted Appreciated Sad Distant Proud Awed Disappointed Surprised Elated Accepted Shocked Jealous Distant Hopeful excited Committed Responsible Confident Pity Worried Remorseful Honored Stressed Timid Concerned Shocked Hopeful Disgusted Relaxed Fearful Worried Thrilled Satisfied

  33. “Don’t say the old lady screamed. Bring her on and let her scream.” Mark Twain

  34. Emotional Words are a Post-It Note to the Brain saying “Remember this”

  35. *In 40% of deaths due to drinking drivers, the drivers were illegally operating a vehicle or without a driver’s license. *Almost nine out of every 10 drivers in alcohol related collisions (87.5%) were male and 92.8% were under 25 yrs old. *In over half (58%) of all collisions involving two vehicles and fatalities, the drinking driver is uninjured or in 87% of the cases, sustains minor injuries.

  36. “Everyone knows the media exaggerates” “That’s not really that bad” “Where did you get those numbers?”

  37. “My big brother, Tom, had been home from Iraq for only two days and was driving to visit our grandmother, who he had not seen for 2 years. The drunk driver who struck his car had no license, was 18, with a blood alcohol level two times over the legal limit. Tom died at the scene. Tom was my hero.”

  38. The Power of One

  39. Please help Rufus, a homeless terrier mix puppy with 3 legs. Your gift of only $25/month will assure that Rufus gets fed and housed until he finds his new “Forever Home”

  40. What happens is fact, not truth. Truth is what we think about what happens. Robert McKee “Story”

  41. People buy the story that’s attached to the product, the service or your idea. They don’t buy the product, service or idea. They buy the emotion it gives them.

  42. People buy meaning and emotion. Whether you’re selling soft drinks or routers, a charity or test equipment, people buy first for emotion and then justify it with fact. That’s what a brand is.Story telling.

  43. The most effective messages engage the whole brain

  44. The meaning of a brand is its most precious and irreplaceable asset. The brand tells the story of your company and your product and creates an emotional affinity. That affinity allows your rational arguments to be heard. Successful brands know this.

  45. Creator Craft something new Williams-Sonoma Caregiver Care for others Atria Ruler Exert control American Express Jester Have a good time Budweiser Regular Guy/ Gal Be OK as you are Wendy’s Lover Find and give love Hallmark Hero Act courageously Nike Outlaw Break the rules Harley Davidson Magician Affect transformation Canyon Ranch spa Innocent Retain or renew faith Ivory Explorer Maintain independence Levi’s Sage Understand the world Oprah’s book club

  46. Two years after heart bypass surgery, 90 percent of patients do not maintain the healthier lifestyles they were urged to adopt. Given our resistance to change inthe face of potential death, how can you get people in a business organization to change?

  47. We’ll catch flak for it There’s no budget for it I’m not sure my boss will like it Won’t fly No time No clear mandate It’s hopeless We just can’t take the chance It needs a lot more thought (or research, or study) It will never work in this department. Too political! What’s in it for me? It will never go over with the people upstairs We’re doing just fine as it is It’s just a fad We’ve never done it that way before Too radical We have too many layers We tried it and it didn’t work It’s not my job I don’t have the authority Too visionary

  48. How can storytelling be a part of leadership?

  49. “The task of leaders is to simplify. You should be able to explain where you have to go in two minutes.” Jeroen Van Der Veer, Royal Dutch Shell

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