Tag Archive | "Story"

How to Structure a Story in a Presentation

Here is a six-step framework for crafting engaging presentations – created by Flint McGlaughlin, Managing Director and CEO, MECLABS Institute.
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Robert Gerrish: The Story Behind FlyingSolo.com.au And How It Was Acquired By Australian Morning Television Star David Koch

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] Back in 2005, this podcast was brand new. I had only just started to interview entrepreneurs and one of the very first guests was Robert Gerrish, co-founder of Australian small business community FlyingSolo.com.au (and author of the Flying Solo Book). You can listen in […]

The post Robert Gerrish: The Story Behind FlyingSolo.com.au And How It Was Acquired By Australian Morning Television Star David Koch appeared first on Yaro.Blog.

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Srinivas Rao: The Story Behind The Unmistakable Creative Podcast And Why Being Creative Matters More Than Ever

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] Srinivas Rao (Srini) begins this podcast by sharing a story from a decade ago where he borrowed money to sign up for my Blog Mastermind course back when it was first released. In one of the lessons, I gave the task […]

The post Srinivas Rao: The Story Behind The Unmistakable Creative Podcast And Why Being Creative Matters More Than Ever appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

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How to Feel Good as a Writer: an Origin Story

You may be surprised to see the lyrics in this article’s image attributed to Leslie Bricusse, because one of the most widely known versions of the song “Feeling Good” was recorded by Nina Simone (no relation to Sonia Simone). So, with no disrespect to Leslie Bricusse … Who the hell is Leslie Bricusse? Leslie Bricusse
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How We Hire People: The Background Story Behind The Entrepreneurs-Journey.com Team

[ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] Welcome to the first episode of the Entrepreneurs-Journey.com Podcast new ‘Solo Sessions‘. What is a ‘Solo Session’ you ask? Well it’s me, talking to you, explaining how I do something behind the scenes in my business. Don’t…

The post How We Hire People: The Background Story Behind The Entrepreneurs-Journey.com Team appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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The Story Behind How I Sold My First Web Business For $100,000

This Is The Story Of How I Sold My First Web Business For $ 100,000… I have two updates for you in this newsletter. First, let me get my "pitch" out of the way so I can sleep well knowing if you wanted my latest e-guide you downloaded your copy before…

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Entrepreneurs-Journey.com by Yaro Starak

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How to Craft a Marketing Story that People Embrace and Share

how to create a memorable marketing story

You’re telling a story.

Whether you know it or not, or intend to or not … you absolutely are.

Everything you do to market your business is another paragraph, page, or chapter in the story people hear from you. And the story people hear is the one they act (or don’t act) on, and repeat (or don’t repeat) to others.

Now, it’s not necessarily fatal if you’re not aware you’re telling a story, and you’ll never completely control your story anyway. But purposeful storytelling is the mark of the great novelist, screenwriter, and playwright — and purposeful marketing stories are a sure sign of a great content marketer.

So why not tell your story on purpose? Here’s how.

1. Know your audience

The battle is won or lost, right here. Put me up against the greatest writer in the world, and if I understand the audience better, I will kick his or her ass every time when it comes to connection, engagement, and conversion.

What do you need to know? You need to know whom they admire, and what they aspire to, despise, fear, and cherish.

Instead of sitting around dreaming up content you guess people might react favorably to, you tell an educated story based on one or more archetypal individuals who represent the whole.

Understanding your audience at such an intimate level makes creating buyer personas important. It also helps you be a part of the market you’re speaking to, which results in a more authentic story and easier leadership of the community you form.

Research doesn’t sound sexy, but it’s the foundation of any smart marketing plan. The more time you spend understanding the people you’re talking to, the better story you’ll tell them.

2. Select your frame

When you know your audience well, what you’re really tuning in to is the way your people view the world. And when you understand the worldview your prospects share — the things they believe — you can frame your story in a way that resonates so strongly with them that you enjoy an “unfair” advantage over your competition.

Consider these competing worldviews, framed differently by simple word choice:

  • Fitness Enthusiast vs. Gym Rat
  • Progressive vs. Moonbat
  • Businessman vs. The Man

These are extreme examples, and you can cater to audience beliefs and worldviews without resorting to name-calling. For example, the simple word “green” can provoke visceral reactions at the far sides of the environmental worldview spectrum, while also prompting less-intense emotions in the vast middle.

Framing your story against a polar opposite, by definition, will make some love you and others ignore or even despise you. That’s not only okay, it’s necessary.

You’ll likely never convert those at the other end of the spectrum, but your core base will share your content and help you penetrate the vast group in the middle — and that’s where growth comes from.

3. Choose your premise

The premise is the way you choose to tell the story so that you get the conclusion you desire. It’s the delivery of the framed message with dramatic tension and one or more relatable heroes so that your goals are achieved.

  • It’s the hook, the angle, the purple cow.
  • It’s the difference between a good story and an ignored story.
  • It’s the clear path between attention and action.

It’s important to understand the difference between the beliefs or worldview of your audience (the frame) and the expression of that belief or worldview back to them.

Think about your favorite novel or film … the same information could have been transmitted another way, but just not as well. In fact, stories have been retold over and over throughout the ages — some are just better told than others.

The premise is essentially the difference between success and failure (or good and great) when it comes to copywriting and storytelling.

Content marketing as storytelling

“Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.” – Seth Godin

That’s exactly what content marketing allows you to do. In fact, it’s the most cost-effective (and just plain ol’ effective) online marketing method ever devised when done properly.

Even better, people aren’t just coming together. They’re coming together around you.

You’re telling a story.

Why not make it remarkable?

Discover a home for content marketers who tell remarkable stories

At Copyblogger, we’ve found that when you build your online presence slowly and carefully, you create a long-lasting asset — an audience of people who want to hear from you, who need your help, and who trust you implicitly.

That investment in your audience pays off in a long-term business that increases in value over time.

Authority is a home for people who create content that’s helpful, entertaining, and engaging in order to attract an audience to their products and services. It’s our flagship program that teaches you how to build your online authority the “Copyblogger way.”

This week, you can get the advanced training and support inside Authority for our previous low price of just $ 399/year.

Click the button below to get in now before the annual price goes up to $ 595 on September 16, 2016.

Join Authority

Editor’s note: The original version of this post was published on December 2, 2010.

The post How to Craft a Marketing Story that People Embrace and Share appeared first on Copyblogger.


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Rainmaker Rewind: The Story of StudioPress Founder Brian Gardner

Rainmaker FM rewind

We’ve got a special treat for you on Rainmaker Rewind this week: the premiere of StudioPress FM, hosted by StudioPress founder Brian Gardner and Vice President of StudioPress Lauren Mancke.

Each week, they’ll help creative entrepreneurs build and grow powerful digital businesses. In this episode, they dive into the story behind StudioPress and the world of premium WordPress themes.

And, as always, be sure to check out the other great episodes that recently aired on Rainmaker FM.

  1. StudioPress FM. Brian Gardner and Lauren Manke discuss all things digital design on the new StudioPress FM: The Story of StudioPress Founder Brian Gardner
  2. Copyblogger FM. Pamela Wilson sits in for Sonia Simone and talks with Stefanie Flaxman about crafting magnetic headlines: Are You Leaving Money on the Table with Weak Headlines?
  3. The Writer Files. Kelton Reid chats with Stephanie Danler, bestselling author of the acclaimed debut novel Sweetbitter: How ‘Sweetbitter’ Author Stephanie Danler Writes: Part One
  4. Youpreneur. Chris Ducker and live-streaming star Alex Pettitt explore how live-streaming has changed the marketing landscape: The Live Video ‘State of the Nation’ Discussion, with Alex Pettitt
  5. The Missing Link. To pay LinkedIn or not to pay LinkedIn … that is the question. LinkedIn expert Viveka Von Rosen is back to tackle this hot topic: LinkedIn Premium vs. LinkedIn Free, Part Two

And, one more thing …

If you want to get Rainmaker Rewind sent straight to your favorite podcast player, subscribe right here on Rainmaker FM.

The post Rainmaker Rewind: The Story of StudioPress Founder Brian Gardner appeared first on Copyblogger.


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What Tennis Player Stanislas Wawrinka Story Of Redemption Can Teach Entrepreneurs About Perseverance

I love January. Besides the start of the new year, the fresh ambition and motivation (and finishing all those pesky holidays)… something very important happens. It’s tennis month in Australia. During January there is tennis on all day and most nights on TV. It’s the only time of the year…

The post What Tennis Player Stanislas Wawrinka Story Of Redemption Can Teach Entrepreneurs About Perseverance appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Dollar Shave Club Sells For $1 Billion, What a “F***ing” Remarkable Story

Dollar Shave Club (DSC), founded just 5 years ago, has been acquired for a reported $ 1 billion in cash by U.K. based Unilever. DSC was launched in March 2012 by Mark Levine and Michael Dubin and is based in Venice, California which is next to Santa Monica outside of Los Angeles. Michael Dubin will continue to serve as CEO of DSC. Unilver approached Dollar Shave Club about the acquisition, according to Dan Primack of Fortune.

Dollar Shave Club had a simple concept that resonated with men, “Shave Time, Shave Money”, and launched with a YouTube video that immediately became a viral hit. As of today, it has been viewed nearly 23 million times.

If the price is accurate, it will be one of the largest in e-commerce history, with the most expensive acquisition being Zulily in 2015, purchased by Liberty, owner of QVC, for $ 2.4 billion. DSC had 15% of the men’s razor cartridge market share in the U.S. last year, according to investor David Pakman who is a Partner at Venrock, which was the original investor in Dollar Shave Club. DSC received $ 163.5 million in 5 Rounds from 21 investors prior to the acquisition.

Michael Dubin, founder and CEO of Dollar Shave Club, added: “DSC couldn’t be happier to have the world’s most innovative and progressive consumer-product company in our corner. We have long admired Unilever’s purpose-driven business leadership and its category expertise is unmatched. We are excited to be part of the family.”

The company in less than 5 years has not only transformed the shaving category but has singlehandedly supercharged the consumer products subscription category. DSC has over 3.2 million members with revenue of $ 152 million in 2015 and on track to exceed $ 200 million in 2016. The Dollar Shave Club brand has also transformed from a single razor to a multi-products lifestyle brand that includes other branded products such as Wanderer, Big Cloud, Boogies and One Wipe Charlies.

“Dollar Shave Club is an innovative and disruptive male grooming brand with incredibly deep connections to its diverse and highly engaged consumers,” said Kees Kruythoff, President of Unilever North America. “In addition to its unique consumer and data insights, Dollar Shave Club is the category leader in its direct-to-consumer space. We plan to leverage the global strength of Unilever to support Dollar Shave Club in achieving its full potential in terms of offering and reach.”

Using Digital Disruption to Establish a Direct Customer Relationship

David Pakman posted this slide from the original Series A Dollar Shave Club Pitch Deck saying “His plan was grand, but his formula was simple…”

Screen Shot 2016-07-20 at 2.50.20 PM

“I’ve been telling the Dollar Shave story lately as a way to describe the disruption possible when a company uses digital technology to establish a direct relationship with a customer,” said Ted Schadler in his blog. Ted is Vice President & Principal Analyst at Forrester Research. “Dollar Shave Club is in its customers’ daily shower and conscientiousness. It’s a digital disruptor, not because it has a revolutionary product, t’s because it has a revolutionary relationship.” He adds that digital disruption starts with a direct customer relationship.

“In the age of social media, brands must become direct-to-consumer in order to know their own customers,” said Pakman in a blog post giving his insider take on the business. “Success has many fathers, but in this case, there is only one.”

The post Dollar Shave Club Sells For $ 1 Billion, What a “F***ing” Remarkable Story appeared first on WebProNews.


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