fca conference
DESCRIPTION
TRANSCRIPT
![Page 1: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/1.jpg)
Welcome to the 2013 Midyear Conference
![Page 2: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/2.jpg)
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
![Page 3: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/3.jpg)
My brother can do really cool “wheelies” on his motorcycle!
![Page 4: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/4.jpg)
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.
![Page 5: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/5.jpg)
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 motor cycle 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.
"
![Page 6: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/6.jpg)
![Page 7: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/7.jpg)
![Page 8: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/8.jpg)
![Page 9: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/9.jpg)
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 motor cycle 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.
"
![Page 10: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/10.jpg)
Let’s Get Uncomfortable: Find An Emotional Connection
![Page 11: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/11.jpg)
ACHIEVING COMMON GROUND
Emotional Connection =
Opening the door to TRUST & BELIEVABILITY!
Achieving Common Ground =
![Page 12: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/12.jpg)
Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
![Page 13: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/13.jpg)
Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
![Page 14: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/14.jpg)
What is the ROI of your Mother?
![Page 15: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/15.jpg)
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
![Page 16: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/16.jpg)
PLAN PRODUCE
PRESENT PERSUADE
![Page 17: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/17.jpg)
PLAN PRODUCE
PRESENT PERSUADE
![Page 18: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/18.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 19: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/19.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 20: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/20.jpg)
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
![Page 21: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/21.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 22: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/22.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 23: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/23.jpg)
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People? "
"
"
"
"
"
"
"
Identify them by the stage of your sales cycle...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
![Page 24: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/24.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE!
![Page 25: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/25.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
![Page 26: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/26.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story
![Page 27: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/27.jpg)
WHY DO YOU DO WHAT YOU DO?
![Page 28: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/28.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
![Page 29: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/29.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story
![Page 30: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/30.jpg)
WHAT NEEDS TO BE SUPER CLEAR?
![Page 31: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/31.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
![Page 32: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/32.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story
![Page 33: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/33.jpg)
WHAT DO YOU DO BEST?
![Page 34: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/34.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
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
![Page 35: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/35.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story
![Page 36: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/36.jpg)
WHAT NEW THING ARE YOU EXCITED ABOUT?
![Page 37: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/37.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 38: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/38.jpg)
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
![Page 39: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/39.jpg)
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN
![Page 40: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/40.jpg)
Gut Feeling
Facts & Data
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
![Page 41: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/41.jpg)
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
![Page 42: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/42.jpg)
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
![Page 43: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/43.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 44: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/44.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
![Page 45: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/45.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
![Page 46: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/46.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 77 million people dumber than you...
77,519,723
![Page 47: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/47.jpg)
PLAN
BOLT ON AUDIENCE EMOTION DELIVERY COST
![Page 48: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/48.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
![Page 49: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/49.jpg)
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
![Page 50: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/50.jpg)
PRODUCEPLAN
PRESENT PERSUADE
![Page 51: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/51.jpg)
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
![Page 52: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/52.jpg)
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
![Page 53: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/53.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
![Page 54: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/54.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
EVOKING ONLINE TRUST Interactions online rarely happen
with people we don’t trust
![Page 55: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/55.jpg)
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
![Page 56: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/56.jpg)
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 57: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/57.jpg)
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 58: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/58.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Aesop… The great story teller
![Page 59: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/59.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Commitment Support Characters Visuals Sound
![Page 60: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/60.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Essentials to creating an effective VIDEO story: - Show me something
- Keep it simple
- EMOTION!
![Page 61: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/61.jpg)
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
![Page 62: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/62.jpg)
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 63: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/63.jpg)
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 64: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/64.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 65: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/65.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
![Page 66: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/66.jpg)
PRODUCE
AUTHENTIC STORY CLIENT VS. VIEWER HURDLES
![Page 67: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/67.jpg)
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
![Page 68: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/68.jpg)
PRODUCEPLAN
PRESENT PERSUADE
![Page 69: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/69.jpg)
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
![Page 70: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/70.jpg)
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
![Page 71: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/71.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Where next? What’s next?
![Page 72: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/72.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
![Page 73: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/73.jpg)
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
![Page 74: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/74.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
![Page 75: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/75.jpg)
PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE
![Page 76: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/76.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Do you work with partners?
![Page 77: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/77.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
![Page 78: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/78.jpg)
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
![Page 79: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/79.jpg)
PRODUCEPLAN
PRESENT PERSUADE
![Page 80: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/80.jpg)
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
![Page 81: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/81.jpg)
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
![Page 82: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/82.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
"{SALES VIDEOS
"{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
![Page 83: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/83.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
"{SALES VIDEOS
"{MARKETING VIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
![Page 84: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/84.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 85: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/85.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
![Page 86: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/86.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
"{THE ADS
"{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
Meet Fran
Meet Trigger
Meet Dan Meet Claire
CURIOUS!I LIKE IT
?AWARE
DON’T CARE
!
Audience
Shift
![Page 87: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/87.jpg)
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
![Page 88: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/88.jpg)
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 89: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/89.jpg)
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 90: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/90.jpg)
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 91: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/91.jpg)
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 92: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/92.jpg)
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 93: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/93.jpg)
✆ $
4 weeks
✔
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 94: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/94.jpg)
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 95: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/95.jpg)
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 96: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/96.jpg)
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 97: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/97.jpg)
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 98: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/98.jpg)
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18 mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 99: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/99.jpg)
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 100: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/100.jpg)
EMOTIONAL EQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
![Page 101: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/101.jpg)
PERSUADEEXCUSE ONGOING NOT ABOUT YOU
![Page 102: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/102.jpg)
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
![Page 103: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/103.jpg)
![Page 104: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/104.jpg)
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
AUDIENCE ALLOCATION
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
SALES STAGE
PERSONALITY
EXCUSE TO
INTERRUPT
Audience
Shift
YOURSTORY
Behavior
Change !
![Page 105: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/105.jpg)
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK
![Page 106: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/106.jpg)
Thanks to Session Sponsor:Progress Printing Plus
![Page 107: FCA Conference](https://reader033.vdocument.in/reader033/viewer/2022050804/54c467a34a795949588b4597/html5/thumbnails/107.jpg)