Storyselling™ How It Works
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Copyright © 2013 CelebrityPress® LLC All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without prior written consent of the authors, except as provided by the United States of America copyright law. Published by CelebrityPress®, Orlando, FL CelebrityPress® is a registered trademark Printed in the United States of America. ISBN: 978-0-9886418-7-7 LCCN: 2013937895 This publication is designed to provide accurate and authorita- tive information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional should be sought. The opinions expressed by the authors in this book are not endorsed by CelebrityPress® and are the sole responsibility of the author rendering the opinion. 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CELEBRITY PRESS® Winter Park, Florida CONTENTS Foreword ...............................................................11 Preface – Jacob’s Turn ............................................. 15 Introduction ................................................................. 21 ACT I THE POWER OF STORYSELLING™ HOW IT WORKS CHAPTER 1 STORYSELLING™ In The Beginning ........................................................ 27 CHAPTER 2 THE SCIENCE OF STORYSELLING™ Hitting the “Love Hormone” .................................. 37 CHAPTER 3 STORYSELLING™ IS BELIEVING: The Truth About Fact and Fiction ....................... 47 ACT II THE BUSINESS OF STORYSELLING™ HOW IT WORKS CHAPTER 4 STORYSELLING™ The Secret to CELEBRITY BRANDING® Success .............................................. 59 CHAPTER 5 YOUR STORYSELLING™ JOURNEY Keying into The Ultimate Story ............................ 69 CHAPTER 6 THE FOUR MOST EFFECTIVE STORYSELLING™ PLOTS Choosing Your Narrative ........................................ 81 CHAPTER 7 YOUR STORYSELLING™ LOGLINE The First Step to Your Narrative .......................... 91 CHAPTER 8 THE STORYTELLING BEHIND STORYSELLING™ Six Marvelous Steps to Implementing Your Narrative ................................ 103 CHAPTER 9 PUTTING YOUR STORYSELLING™ ALL TOGETHER The Branded Film ...................................................... 113 CHAPTER 10 STORYSELLING™ IN ACTION The Car Men Case Study ....................................... 125 ACT III STORYSELLING™ IN ACTION REALIZING RESultS CHAPTER 11 CEMENTING YOUR STORYSELLING™ Gaining Internal and External Control ............... 143 CHAPTER 12 STORYSELLING™ AND CORE VaLUES The Results Fitness Case Study ......................... 157 CHAPTER 13 MARKETING THROUGH STORYSELLING™ Creating Cumulative Impact ................................. 169 CHAPTER 14 STORYSELLING™ FOR A CAUSE Boosting Awareness, Raising Money and Creating Change ................................ 179 CHAPTER 15 STORYSELLING™ WITH SOCIAL MEDIA Creating (and Controlling) the Conversation ....................................................... 189 CHAPTER 16 THE NEXT CHAPTER OF YOUR STORYSELLING™ Securing Your Brand for the Future ................... 201 FOREWORD FOREWORD StorySelling™ is such a cool word. I wish I’d thought of it. Trademarked it. It gripes me that Nanton and Dicks now “own” it, and I do not. Every life is a story. Every person has been immersed in story, being told stories, being sold to with stories, and telling stories, their entire lives. The ‘human interest story’ made the magazine industry; now it has filled the TV airwaves with “reality shows” and their true-life stories of pawnshop owners and tow truck op- erators and alligator farmers and tattoo artists. Advertising has been dominated by ‘slice of life’ stories and by testimonials (1st- person stories) for my entire life, at least tripled. Anyone pro- nouncing this approach to advertising obsolete is blind, deaf and definitely dumb. The fact is: stories are more persuasive than facts or logic, information or education, even personal observation. All re- ligions have been and are sold by story. Hordes of 30, 40, even 50 year old women who never before thought once of going to an adult boutique (sex shop) in search of furry handcuffs and riding crops were driven there by a fictional story, Fifty Shades of Gray. Each person who has campaigned successfully for the U.S. presidency has brought forward a compelling and inspiring 11 STORYSELLING personal narrative. Disney World is a marketing and moneymak- ing marvel greater than any other, because it immerses its guests into one story after another. Facts are instantly suspect. Doubted. Challenged. Everyone knows statistics lie. A picture is no longer worth 1,000 words, because we all know how easily they are doctored, photo-shopped. But a compelling story fascinates. It circumvents skepticism shields. It makes people feel. Imagine. Identify with. Want to know more. More people know fiction than fact. Fewer than 10% of Amer- icans can name a single Supreme Court Justice, but everybody knows Robin Hood and the story of Robin Hood. Mickey Mouse is the most recognized ‘person’ in the world. Most investors know “the story of Warren Buffet” as he has gone to great pains to pro- mulgate – but I have studied the facts of Buffet, and can usually surprise investors who think they know about Buffett with three statements of fact. Ask people to name a detective. Nobody can name a real one. Everybody can name Sherlock Holmes. Huge numbers of people send letters every year to Sherlock Holmes in London, England, asking for his help with everything from a lost, beloved pet to a conviction that people around them are plotting their murder. I was at the Sherlock Holmes Museum in London, essentially a clever gift shop, and overheard one tourist telling another, “Well, this is interesting, but I was hoping we’d see where he really lives.” Against all this, in foolish opposition to all this, most business- people and salespeople still insist on focusing on products and services, features and benefits, facts and figures, and worst of all, price – then they wonder why they get commoditized, why customers are hard to interest then fickle and hard to keep. This is the consistent failure of advertising and marketing. The whole world – everyone’s prospects – are climbing up onto laps and begging, “Tell me a story.” NOT “sell me something.” NOT “educate and inform me.” 12 FOREWORD Pay attention to Campbell’s Soup, one of the most enduring, valuable brands. Soup is a dull and boring product. Campbell’s thrives by StorySelling™. Through the stories they show and tell of family life and good parenting and healthy, happy, ap- preciative kids, they are able to attach deep emotional meanings to a mundane commodity. And that is their only real equity. It’s not in soup recipes. It’s not in distribution – the soup aisle has other brands. Other soups at cheaper prices, too. And, of course, other soup does get sold. But over generations, no competitor has weakened Campbell’s dominance – because no other soup company has so interwoven itself with the story of the American family. Thus, if you play “name the first thing that comes into your mind” with “soup”, Campbell’s is the only brand named. (A generic ‘chicken soup’ is said by most – because, by the way, there’s a story attached to chicken soup. Campbell’s is the 2nd most given response.) If you think this doesn’t apply to you, because your business is different, your customers are different, etc., you are dead wrong, and this fine book will hopefully convince you otherwise. Although I never used the term ‘StorySelling™’, I have spent my entire life selling by story, for myself and clients, via every media, to every kind of customer – in TV infomercials; in long-form print ads aimed at sophisticated audiences (such as readers of Investor’s Business Daily) and arguably unsophisticated audiences (such as readers of rural newspapers); in direct-mail, B2C and B2B; in selling items priced at $10 and at $100,000.00; in marketing the services of upscale financial advisors to affluent retirees, business programs to dentists, acne remedy to teens and their moms, ex- pense reduction consulting to corporate CEO’s, and moneymak- ing opportunities to blue-collar, blue-jeans workin’ folk. I am a wealthy man because of the power of story, and as one of the highest paid direct response copywriters in the world, I make a lot of other people wealthy by telling their stories for them. I can unequivocally assure you, these authors, Nick Nanton and Jack Dicks, are masters of the art, science and process 13 STORYSELLING of identifying, crafting and presenting stories for strategic purposes – selling, fundraising, motivating, inspiring, chang- ing minds, attracting followings. I know their work personal- ly. I have brought them into client situations, elite mastermind meetings. Recommended them. Directly provided them with hundreds of thousands of dollars in business. Their book is rich with examples, authoritative research, direct ‘case history’ expe- rience. It gives you practical blueprints, nearly templates. Most importantly,