It's no secret; in marketing, whoever tells the best story wins. The problem? ‘Storytelling’ has surpassed buzzword status and now everyday marketers are missing opportunities to connect with their customers because they simply don't know what a good story is anymore. In this engaging and immediately applicable presentation, strategic storytelling consultant Kindra Hall will reveal specific storytelling strategies to create great content to win customers without a fight.

1. @kindramhall

2. Storytelling
Why Does
Work So Well?
Sto ry
/ˈstôrē/
Goal
To redefine story, what it
Is and what it is not.
FOOLPROOFS t o r y t e l l i n g S t ra t e g i e s
@kindramhall

3. Storytelling
Why Does
Work So Well?

4. Storytelling
Why Does
Work So Well?
Humans are
Attracted
to
Story

5. Storytelling
Why Does
Work So Well?
2 Year analysis of
Super Bowl Commercials
VS VS
Celebrity
Endorsements
Cute
Animals

6. Storytelling
Why Does
Work So Well?
It’s
Science
Humans are
Attracted
to
Story

7. Storytelling
Why Does
Work So Well?
Neurologist Paul Zak
Story Changes Brain Chemistry
Cortisol Oxytocin
Increased
Focus & Attention
Increased
Empathy & Emotion

8. Storytelling
Why Does
Work So Well?
Create a
Connection
ACTION
It’s
Science
Humans are
Attracted
to
Story

9. Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
Sequential Ad
Campaign
Sustained CTA
Campaign
VS

10. Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
87% 56%

11. Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
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12. Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
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Promise of a Story

13. Storytelling
Why Does
Work So Well?
Stories are
Memorable
It’s
Science
Humans are
Attracted
to
Story
Create a
Connection
ACTION

14. Storytelling
Why Does
Work So Well?
“If history were taught in the form of
stories, it would never be forgotten.”
- Rudyard Kipling

15. why aren’t you using them?

16. switch to the story default.

17. Sto ry
/ˈstôrē/
Goal
To redefine story, what it
Is and what it is not.

18. Sto ry
/ˈstôrē/
Redefining Storytelling
1. A Story is not a tagline/slogan/mission statement.
2. A Story not a simply great copy or beautiful images.
3. A Story is not vague, high-level principles or theory.

19. Sto ry
/ˈstôrē/
Redefining Storytelling
1. A Story happens in a particular moment.
2. There is a beginning, middle, and end.
3. There is EMOTION not just INFORMATION.
4. There are characters to care about & something at
stake.

20. Sto ry
/ˈstôrē/
A Storytelling Case Study – The Before

21. Sto ry
/ˈstôrē/
Redefining Storytelling
The Biggest Storytelling MistakeThe Biggest Storytelling Mistake

22. Sto ry
/ˈstôrē/
A Storytelling Case Study – The After

23. FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s

24. FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
FINDING CRAFTING TELLINGT h e S t o r y T h e S t o r y T h e S t o r y

25. FINDINGT h e S t o r y
FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NOUNSNOUNS

26. FINDINGT h e S t o r y
FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
1. Make a List of Values.
2. Make a List of Objections.
3. Make a List of Clients—Their Transformations.
4. When Your Why was Born.
1. Make a List of Values.
2. Make a List of Objections.
3. Make a List of Clients—Their Transformations.
4. When Your Why was Born

27. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
MIDDLE
BEGINNING
END
✗
✗
✗

28. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NORMALNORMAL
EXPLOSIONEXPLOSION
NEW NORMALNEW NORMAL

29. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NORMAL EXPLOSION NEW NORMAL

30. CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
Set the scene — people & place. Be vivid.
Include emotions: the struggle, the hope.
Include specific, strategic details.
Rules for Crafting a Story
Offer a directive.

31. TELLINGT h e S t o r y
1. Videos
2. Email Campaigns
3. Presentations & Client Meetings
4. Online: Social Media // Website // Blog
5. Print material
FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
PLACES to TELL

32. facebook.com/kindrahallfan
linkedin.com/in/kindrahall
@kindramhall