THE POWER OF STORYH O W T O L E V E R A G E

YOUR STORY COACH

EDDY MORATIN

THE POWER OF STORYH O W T O L E V E R A G E

How To Grow Your Business by Leveraging The Power of Story.

Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.

Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.

Online Share your story online in a way that connects and converts customers into advocates.

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Bad News&

Good News

3 PRINCIPLES OF LEGAL MARKETING

REALITYWHAT YOU DO

PERCEPTIONWHAT YOU SAY

REPUTATIONWHAT THEY SHARE

A Unique, Distinctive and Contagious Brand

WHAT IF?

WHY STORY?

Act 1: Act 3:

Act 2:

Call to Adventure

Refusal of the Call

Meeting the Mentor

Crossing the Threshold

Test, Allies and Enemies

Approach the Inmost Cave Ordeal

Reward

Road Back

Resurrection

Return with the ElixirOrdinary World

Joseph Campbell’s Hero’s Journey YOUR STORY

THEIR STORYBRAND STO

RY

Circle of Information Word of Mouth Print

EVERY MINUTE

48 hoursVIDEO UPLOADS

2 . 1 B I L L I O N

i n t e r n e t u s e r s

GENERATE

571 websites

28,125 blog posts

47,000 appDOWNLOADS FROM APPLE

34,722 likes

175,000 tweets

700, 000 messages

2,000,000 queries

174,000,000 emails

INFORMATION OVERLOAD

SOAPBOXING CIRCA 1902

2. Own a Topic1. Tell the Story 3. Master the Journey

Most companies can tell you...

they do.

WHAT

Fewcompanies

can tell you...

they do WHAT they do, differently.

HOW

Great companies

tell you...

they do

what they do

the way they do it.

WHY

this is the realm of...

Tom Page

20X > FactsStory

Act 1: Their Story

Core Story

Act 3: Brand Story

Call to Adventure

Refusal of the Call

Meeting the Mentor

Crossing the Threshold

Test, Allies and Enemies

Approach the Inmost Cave Ordeal

Reward

Road Back

Resurrection

Return with the ElixirOrdinary World

CLASSIC STORY STRUCTURE

Great stories communicate values in a way we can

understand and engage with our emotions.

Great brands are built on clear values and an emotional connection with the customer.

Classic Story Structure in Film

The

Ten Commandments

Their Story • Your Story • Brand StoryTHE CORE STORY

Core Story

Part 1: Their Story

1. CUSTOMER

2. CONTEXT

3. CRISIS

4. CHOICES

5. COMMON THEIR STORY

Establish affinity with your customers by communicating their reality more clearly than they can.

Meaning is in Demand

SIGNIFICANCE

SUCCESS

SURVIVAL

“For the People”

What does your firm stand for?

Onsite

Define your authentic story in a way your audience can believe, remember and connect with emotionally.

Inspire your team to perform at a level that fulfills the brand promise.

Most Important Job Title: Chief Storyteller

THE POWER OF STORYH O W T O L E V E R A G E

How To Grow Your Business by Leveraging The Power of Story.

Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.

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Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.

THE POWER OF STORYH O W T O L E V E R A G E

Analytical LinearLogicalNumerical Linguistic

ScienceProgrammingMedicalLegalEngineeringAdministration

EmotionalAbstractCreative

Spacial Intuitive

A WHOLE NEW MIND by Daniel Pink

VALUE CREATIONDesign

Story Play

Empathy Symphony

HAVE SOMETHING GOOD TO SAY,

SAY IT WELL AND SAY IT OFTEN.

- JIM ROHN

Facts don’t sell.

They don’t believe you.

StoryTHE FACT IS...

I CAN ARGUE WITH YOUR FACTS

BUT NO ONE CAN ARGUE WITH YOUR

Holistic • Emotional • Values • Meaning • Integrated

Charlie Gray

Act 1: Ordinary World Act 3:

Act 2:

Call to Adventure

Refusal of the Call

Meeting the Mentor

Crossing the Threshold

Test, Allies and Enemies

Approach the Inmost Cave Ordeal

Reward

Road Back

Resurrection

Return with the Elixir

THEIR STORY 4. MESSAGE

YOUR STORY

BRAND STORY

Core Story

THEIR STORY

What Does Your Brand Stand For?

“The brand is a lagging indicator of the company’s culture.”

- Tony Hsieh, CEO of Zappos from his book “Delivery Happines”.

AUTHENTIC RAW MATERIAL

The Founder’s Journey

Chief Executive Officer

Great Employee Profiles

Awards and Reviews

Strategic partners

Customer Success Stories

The Product

Milestones

Part 2: Your Story

Core Story

YOUR STORY

THEIR STORY

1. SETTING

2. STRUGGLE

3. SECRETS

4. SUCCESS

5. SOLUTION

Create alignment between the brand promise and employee performance with a unifying corporate storyline.

Keynote Shortcuts1. Introducing 2. Relating 3. Unveiling4. Explaining 5. Preparing 6. Unleashing

Elevator Pitch

Your CategoryTheir ProblemYour SolutionTheir Benefit

Time • Place • Action

THE POWER OF STORYH O W T O L E V E R A G E

Break

THE POWER OF STORYH O W T O L E V E R A G E

How To Grow Your Business by Leveraging The Power of Story.

Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.

Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.

Online Share your story online in a way that connects and converts customers into advocates.

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- Norm Rubenstein, former National President of the Legal Marketing Association.

Imagine that you have arrived at a theater where the stage is set but the actors have not yet made their appearance. You can anticipate a lot about the play just by looking at the set. It is bright and cheerful? Dark and gloomy? Modern, traditional or old-fashioned? Before the actors have even opened their mouths, you have formed a pretty strong impression of what’s to come.

“I like to use this metaphor to explain the role of institutional marketing at a law firm,” said Norm Rubenstein. “The lawyers are the actors – the individuals who ‘make the sale’ of legal services. The marketers are the set designers and directors – the individuals who set the stage and orchestrate the process in order to facilitate the ‘sale’ of legal services.

“If a law firm’s marketers are doing their jobs right,” said Rubenstein, “potential clients have formed a pretty strong positive impression of a firm, practice group or lawyer before they even start to ‘talk business.’ If they are not doing their jobs, potential clients will have no impression at all – or will be swayed by the impressions of others.”

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CUSTOMER BUYING JOURNEY

So Lo Mo Vi

Social

Local

Mobile

Video

THE GAP

81% 8%

CEO’s CustomersIdentityImageOutside

PerceptionInside Reality

A3

THE MISSING LINK

Photograph by Phillip Toledano for Fast Company article: Invincible Apple 10 Lessons from the Coolest Company Anywhere by Farhad Manjoo, July 1, 2010http://www.fastcompany.com/magazine/147/apple-nation.html

Authenticity

ExperienceLeadership Promise

Alignment

Affinity

AAuthenticity

Alignment

Affinity

3

THE MISSING LINK

Bridge the GapYour Story Their Story

Brand Story

Their Story • Your Story • Brand StoryTHE CORE STORY

Core Story

Part 1: Their Story

1. CUSTOMER

2. CONTEXT

3. CRISIS

4. CHOICES

5. COMMON THEIR STORY

Establish affinity with your customers by communicating their reality more clearly than they can.

Part 2: Your Story

Core Story

YOUR STORY

THEIR STORY

1. SETTING

2. STRUGGLE

3. SECRETS

4. SUCCESS

5. SOLUTION

Create alignment between the brand promise and employee performance with a unifying corporate storyline.

Part 3: Brand Story

Core Story

BRAND STORY

1. PROMISE

2. PERSONALITY

3. POINT OF VIEW

YOUR STORY

THEIR STORY

Communicate authentically by adhering to a story archetype.

The destiny of the world is determined less by the battles that are lost and won than by the stories it loves and

believes in.

—Harold Goddard

Recommended Reading

eddy@eddymoratin.com

“Storytelling: Branding in Practice” by Fog,

Budtz and Yakaboylu

“The Hero and the Outlaw” by Mark and

Pearson

“The Leaders Guide to Storytelling” by

Stephen Denning

“The Secret Language of Leadership” by

Stephen Denning

“The Power of Story” by Jim Loehr

THE POWER OF STORYH O W T O L E V E R A G E