Post on 15-Jul-2015
transcript
BY PAUL CASH, CHIEF ROOSTER @ ROOSTER PUNK & AUTHOR OF “IN REMARKABLE WE TRUST”
IF YOU can’t ‘feel it’, don’t do it
THE ROLE OF STORYTELLING
IN B2B MARKETING
A NEW BATTLEGROUND It’s not about fighting for attention it’s about feeling it
You are 50% more likely to get on a tender
if you lead with an emotional proposition
You can command a price premium of x 8 if you
connect with somebody emotionally
This is no longer an era of change in B2B, but a change of era
THE 10Cs of GREAT B2B STORYTELLING
1. Context: You need to set the scene
2. Customer: It’s about them not you
3. Connect: Find an emotional way in
4. Conflict: There has to be tension
5. Characters: Heroes & villains
6. Crescendo: There has to be a resolution
7. Consistent: Across all devices/platforms
8. Conversion: Move them to action
9. Committed: It’s not a quick fix answer 10. Creative: Make your story stand out
What makes a great story?
We are all too busy. The world we live in is too complex. WE HAVE too much choice and power.
all we want is an easy life. EMOTIONAL Stories help cut through the noise
and help shape our buying behaviour