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#FARE15 - Inspired Storytelling
Transcript of #FARE15 - Inspired Storytelling
MOMENTS OF INSPIRATION?
CREATE MOMENTS OF
THAT DRIVE REVENUE
Is there inherent suspense in the story I'm telling?
Your moment of inspiration is tied directly to to the suspense you build?
Your moment of inspiration is tied to your audience's aspirations?
What does my audience aspire to do or be?
(ANXIETY ABOUT WHAT WILL HAPPEN)
THE AUDACIOUS QUEST
TO SERVICE PROVIDER
IS A GREAT STORY
FOR THE PRODUCTS &
SERVICES WE SELL.
They inspire action!
Stop creating campaigns.
Start making commitments.
20% GROWTH IN Q1
CFO, Mark Loughridge
“We didn’t invest just to play Jeopardy, we invested to prove leadership applications for our clients.”
I was emotionally invested in your product or service?
Can I empathize with the characters in my story?
(Even if it's a computer.)
TRIGGER AN IRRESISTIBLE URGE TO ACT.
"Drama is anticipation mingled with uncertainty."
& CANADIAN CLUB
44% INCREASE IN SALES
10 B Cigarettes
5x Faster than the industry
Kicked 17 Years of Decline
A New Trigger
#1 Selling Product.
to that face?
$868 MM @ Box Office
Best-selling DVD of All Time
"I Want a
"Finding Nemo" decimated
Global clownfish populations
The 'Nemo Effect'
FOR THE PRODUCTS AND SERVICES YOU SELL
101 Dalmatians (1961)
TIDE LIFTS ALL SHIPS
YOU MADE A MOVIE?
“Drama is anticipation mingled with uncertainty.”
- William Archer
Valuable content increases demand for the products and services you sell.
It inspires people to buy something they didn't know they needed.
has fueled our
consumer culture more than
the content brands we love.
IS CORNERSTONE CONTENT!
Make a commitment to telling a story that's bigger than you!
CREATE A SUDDEN URGE TO ACT
ANDREW M. DAVIS
IS EVEN HARDER
HOW DO WE DO
TOO OFTEN WE LET
OUR QUEST FOR
GET IN THE WAY
OF OUR ULTIMATE
M.O.I. LEADS TO R.O.I
Moment Of Inspiration
Return on Investment
Want measurable R.O.I? Focus on the M.O.I.
MOMENT OF INSPIRATION
An instant in time that sends you on a journey you never expected.
Call to Action
All of these buttons use implied 'you.'
As in... "Answer the phone."
An implied call to action invites the content consumer to take the next step.
"How can I help Caine?"
Calls to Action
implied Call To Action
The content consumer creates their own imaginary button.
IF YOU WANT TO OWN THE CONSUMER JOURNEY
Understand & share the feelings of another
HOW BRILLIANT BRANDS
MAKE A DECISION
1898 St. Elmo Lewis
116 YEARS AGO
WITH MULTI-COLOR DOTS
THE MIRRORED TRIANGLES
WITH ADDED GREY ARROW
INSIDE OF A MORE COMPLICATED
WITH 2 BLUE ARROWS
ST. ELMO LEWIS
A LOT HAS CHANGED
BUT THE FRAMEWORK WE USE
IS STILL THE SAME.
You got closer and closer to the center of your clients' universe?
Are you a Ptolemy or a Galileo?
STOP TELLING ME YOU'RE
START SHOWING ME.
WE ARE GREAT AT
(We look like a commodity.)
SOFTCORE FOOD PORN
70's Vintage Food Porn
MATURE FOOD PORN
INNOVATIVE & FRESH
Culinary Regression Center?
"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."
- Dr. Donald Calne
7 New Cases in 1 DAY!
You uncover the raw emotions attached to whatever you do?
What emotion inspires action as it relates to the product or service we provide?
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