5 tips for avoiding the deadly sins of marketing by free range studios
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5 Tips To Avoid The deAdly sins
of mArkeTing
)UDQNLH�5LGROó� VP Marketing
Free Range Studios
Drew BeamDirector of Innovation
Free Range StudiosR
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mArkeTing sTories shApe socieTy
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mArkeTing sTories shApe socieTy
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how you Tell your sTory reAlly mATTers
Today’s Goal: to give you tools to
avoid 5 common marketing sins.
By recognizing the sins, you can
craft an empowering brand story
that activates your audience.
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AgendA
The 5 Deadly Sins of Marketing
Small group exercise
The 5 Remedies for the 5 Deadly Sins
Brand Storytelling Tools and Resources
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A QuesTion for you
What types of stories are you most trying to tell?Press the appropriate number on your telephone
communiTy Building And engAgemenT
mArkeTing And sAles
AcTivism & educATion
leAdership And inTernAl communicATion
oTher
The 5 deAdly sins:
inaDequacy
MaRKeTinG
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sin #1
vAniTyWhen you position your
brand as the hero in your
communications that is
vanity in action.
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sin #2
AuThoriTyauthority comes into
95*B�@1.7�B8>�F*<1�your expertise and
credentials, parade
your jargon or list your
features.
1010
sin #3
puffery�>G.;B�2<�@1.7�B8>�tell
your audience what to
think or do, substituting
opinion for fact.
1111
sin #4
insinceriTyWhen you lose yourself
in the hopes of pleasing
your audience, you risk
being insincere.
“if there is no planet,
where will you drive?”
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sin #5
gimmickryGimmickry is the empty,
F..=270�,1>,45.�YY�*<�opposed to the far more
inspiring kind of funny
that comes from hearing
something we know to
be true.
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smAll group exercise
introduce yourself to your group:
name, organization and role
Which marketing sin is your brand
most vulnerable to, and why?
Vanity Authority� � �>G.;B� � �7<27,.;2=B Gimmickry
remedies for The 5 sins:
ToolS of
eMPoWeRMenT
MaRKeTinG
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remedy #1
vAniTyMake your audiences
the center of your
communications.
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remedy #2
AuThoriTyconnect to your
audience’s values to create
emotional resonance.
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remedy #3
pufferySpeak in a human voice.
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remedy #4
insinceriTyfind the universal
message and let it guide
all your communications.
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remedy #5
gimmickryBe memorable with a unique
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2020
BrAnd sToryTelling Tools And resources
free Downloads
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amazon.com
ask us about starting a project
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�827�8>;�.Y&8;4<189�/8;�+;*7-�,866>72,*=8;<K Introduction to Breakthrough Storytelling
freerange.com/eworkshops
ThAnk you
)UDQNLH�5LGROó� VP of Marketing
Drew BeamDirector of Innovation [email protected]
facebook.com/freerange
@freerangestudio #epicbrandstory
linkedin.com/company/free-range-studios