The Value of Storytelling

Crafting Value Propositions

Pitching the Media

Developing Your Brand Story

Design Alliance

People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.

Consumers have lots information

about your products

Stories Spark Emotions, Build Connections and

Trigger Actions

The Customer is King

It’s Not About the Product

Always Be Storytelling

Always be Storyhunting

Establish Your Core Story

A

“Airbnb believes in the power of storytelling because when people share stories, all of a sudden they start caring more about each other and something magical can happen.”- Venetia Pristavec

“Capturing life’s most exciting moments, and sharing them with others.” – Suzanne Watson

The Customer is King

It’s Not About the Product

Always Be Storytelling

Always be Storyhunting

Establish Your Core Story

A

Product is Irrelevant

It’s about the experience

The Customer is King

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

A

Editorial Popcorning

Always Be Storytelling

The Customer is King

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

A

Awareness Consideration Decision

• Social media• Blog • Videos• Media outreach• eBooks• Infographics• Newsletters

• White papers• Sales sheets• Case studies• Demos• Trials• Webinar

• Trials• Demos• Consultations• Proposals• Estimates

The Buyer’s Storytelling Journey

Four-word storytelling

Pinterest: Organize everything you loveNymi: Your Everyday Life SimplifiedSouthwest Airlines: Low Fares, Friendly Service

Exercise: Describe your company in…. four words

A value proposition is a statement of unique benefits (and value) delivered by your product to target customers

Value Propositions Answer These Questions

• What is your product?• What problem are you solving?• Who is the target audience?• What is the value of your product?• How is your product unique, different or better?

Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.

Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.

Your everyday simplified. Seamlessly unlock devices, remember passwords and more, using your heart's unique signature.

ExerciseCreate your value proposition, which could include:• What your product does• The value/benefits delivered• Who’s the target audience?

The Customer

Exercise: The CustomerCreate a story about one of your customers:• How did they discover your product?• What is interesting about how they are using

it?• What is the benefit or value being delivered?

15 Minutes

Storytelling Guidelines

• User-friendly• Clear and understandable• Easily shareable• Creative, interesting

Storytelling Themes

• The inspiration for your startup• The problem being solved and why• The challenges of the journey• A story about success

Our online service lets travellers stay in places around the world that aren’t hotels. This includes apartments, private rooms, trailers, lighthouses, villas, boats, castles and igloos to meet different tastes and budgets. It’s a new way to travel.

We believe that travelling is about new, exciting and different experiences - the cities you visit, the people you meet, the food you eat and, of course, the places you stay.

Airbnb makes it easy to discover amazing places to stay – everything from lighthouses and boats to villas and private homes. Say goodbye to hotels, say hello to new adventures.

We make you feel at home anywhere and everywhere so your journeys – near and far - even more memorable.

ExerciseCreate your story. It could include:- Your mission or purpose- The experience you create for customers- How it’s unique, makes a difference, etc.?- Other than money, how is success defined?

Media Pitches

Reporters/Bloggers

• Overworked: articles, blogs, podcasts, video, social media

• Overflowing inboxes• Inundated with

story pitches

What does the really media want?

Four Easy And Effective Story Themes

Stories about how

you started

Stories about your

progress

Stories your

industry

Stories about your customers’

success

Six Storytelling Hooks

Success

Innovative/New

Different

Be part of a bigger story

Creativity

Timing is Everything

Pitch Me a Story

Pitch Me Another Story

How About Another Story?

ExerciseBased on the six themes, create two pitches to a reporter or blogger that includes the following:- Your hook – e.g. how are you new, different,

better or part of a trend- Their interests and focus- Why it’s relevant, topical or timely

Wrap Up