The SEO of Storytelling

Lisa GerberBig Leap Creative@lisagerber

@lisagerber

Jackson

The moral of this story

1. real people with real problems

2. Good stories get you found

Paid EarnedOwned

3. Good storytelling is profitable

fourth - connection

499,680

newblog posts

69,120

newhours of video

822,240

newwebsites

Every. Single. Day.

Source: Mashable, June 2012

Today’s agenda - tell a better story

1. How to be relevant and epic: Uncover Your Story

2. Five more things to talk about

1. What is the conflict?

You don’t sell a product; you solve a problem.

YOUR PRODUCT

NEED

STORY

2. Who is the hero?

3. Plot: What happens when we do business

with you?

4. Why are you in business?

5. What do you stand for?

Be provocative with a purpose

Culture

Hiring

Training

Pricing DistributionMarketing

Comms

Web content

Email marketing

Media relations

Social

Your story

Customer Experience

Five Ways To Tell The Story That Generate Leads

1. Solve problems

2. Address concerns or objections

3. Talk about price

4. Shed light on your community

A rising tide lifts all boats

5. Let your customers tell your storyreviews, check-ins,

testimonials

Happy Endings

Tell a good story

Captivate your audience

Distribute to ownedearned

paidoutlets

& to

The key to getting found

Lisa GerberBig Leap Creative@lisagerberwww.bigleapcreative.com/bloglisa@bigleapcreative.comLinkedIn.com/lisagerber

Slideshare: www.slideshare.com/lisagerber

parting words of advice

Be real

@lisagerber

Say no to these words

• Amazing, incredible, awesome

• World-class

• Leading provider

• Award winning

• “We”

• Industry jargon

Keep it simple