power of emotional connections in storytelling
DESCRIPTION
TRANSCRIPT
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
Jon Hollyn Jill
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
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN
Let’s Identify Some Targets...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN
- FIND NEW PEOPLE- INTRODUCE WHO WE ARE- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Possible target goals may be...
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People?
Identify them by the stage of your sales cycle...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story
PLAN BOLT ON : GOALS : 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
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story
PLAN BOLT ON : GOALS : 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
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
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
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 76 million people dumber than you...
76,489,492
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
PRODUCEPLAN
PRESENT PERSUADE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
PRODUCEPLAN
PRESENT PERSUADE
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Where next? What’s next?
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
PRODUCEPLAN
PRESENT PERSUADE
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
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
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE{SALES
VIDEOS
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
ENGAGE ONGOING INDUSTRY
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran
00: Ernie
02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
E
Getting permission to interrupt
{SALESVIDEOS
{MARKETINGVIDEOS
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EMOTIONALEQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who would get your permission?
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
SALES VIDEOS
MARKETINGVIDEOS
AUDIENCE CROSSOVER
WEB TO WEBSITE
{
{
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
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STORYBOOK