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Storytelling in a ChaoticWorld:
HowYour Brand Story Can SetYou Apart
Ann Handley
Partner + Chief Content Officer
MarketingProfs
2Proprietary and Confidential | © Marketo, Inc.
Housekeeping
• Questions? Use the Q&A box on your screen and we will get to as many as we can
at the end of the session
• The webinar is being recorded, we will send you the slides and recording once the
webinar concludes
• Posting to social? Use our hashtag #mktgnation
Hi. It’s Ann Handley.
Partner + Chief Content Officer
MarketingProfs.
@annhandley
THE BEST STRATEGY IS A STORY
@annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION
@annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION
High stakes
Uncertain outcome
@annhandley
TWO THINGS DON’T CHANGE:
1. YOUR PURPOSE.
2. THE HERO.
@annhandley
ONE THING DOES CHANGE:
1. HOW WE TELL THE STORY.
@annhandley
CAN I HAVE YOUR ATTENTION?
@annhandley
CAN I HAVE YOUR ATTENTION?
HOW CAN I EARN YOUR TRUST?
@annhandley
TRUST X AFFINITY
@annhandley
TRUST X AFFINITY
“Do they understand
my problems best?”
“Do I like them?”
@annhandley
7 NON-NEGOTIABLE THINGS YOUR
STORYTELLING MUST DO NOW
(THAT WILL DELIVER TRUST + AFFINITY FOR YEARS)
@annhandley
CAMARADERIE AT SCALE.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
PEER-TO-PEER vs. BRAND-TO-TARGET
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
@annhandley
A FOCUS ON DEEPENING
EXISTING RELATIONSHIPS.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Founder Allen Weiss
PSST! THIS IS A GREAT TIME TO
LAUNCH A NEWSLETTER
@annhandley
EMAIL IS THE ONLY PLACE
WHERE PEOPLE (NOT
ALGORITHMS) ARE IN CONTROL.
@annhandley
SHORT-TERM ACTIONS TO
REFLECT NEW REALITIES.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Jess
@annhandley
LONG-TERM LEADERSHIP.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
@annhandley
AN ELEMENT OF THE
UNEXPECTED.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
“Still Life with Fish, Vegetables, Gougères, Pots, and Cruets on a Table”
Artist: Jean-Siméon Chardin (French, 1699 - 1779)
“Still Life with Canned Tuna and Trader Joe’s”
Artist: Some guy on Twitter
CRISIS FERTILIZES CREATIVITY
@annhandley
MEANINGFUL,
MANAGEABLE RELEVANCY.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Before:
After:
@annhandley
PEOPLE.
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Rothy’s
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
Shedd Aquarium, Chicago
Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart
@annhandley
THE BEST STORY IS A
HUMAN STORY ABOUT A
UNIVERSAL TRUTH.
@annhandley
1. CAMARADERIE AT SCALE
2. A FOCUS ON DEEPENING EXISTING
RELATIONSHIPS
3. SHORT-TERM ACTIONS
4. LONG-TERM LEADERSHIP
5. AN ELEMENT OF THE UNEXPECTED
6. MEANINGFUL, MANAGEABLE RELEVANCY
7. PEOPLE
@annhandley
THANK YOU, MARKETO!
LOVE YOU!!
annhandley.com
annhandley.com/newsletter
Q & A
ThankYou!

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Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart

Notas del editor

  1. Simplest form
  2. A hero we care about (a relatable hero). A villain we are afraid of (a relevant challenge). An epic battle (an honest struggle). Never more true as it is now. Hero Characters Villian Uncertain outcomes High stakes Drama
  3. But a better approach is for us to ask OURSELVES is “How can I earn your trust?”
  4. This isn’t just a nice idea – this is critical – because this is the lens your prospects are looking through – social channels, website --
  5. Jack Daniel’s reflects the realities of social distancing, showing friends and families hanging out over video chats—and other more creative physical isolation workarounds—all to the tune of a user-generated cover of Cyndi Lauper’s “True Colors.”
  6. HUMAN VOICE
  7. Or podcast
  8. Timeless Truth Teased over time
  9. to real, sane, sustainable success.