part 2

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Sign up for the Introduction to. Breakthrough Storytelling e-Workshop. Free Downloads. Booklet: Winning the Story Wars. 1-Page Guide: Brand Story Definition.
STORYTELLING SHAPES SOCIETIES

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THE 5 DEADLY SINS:

INADEQUACY MARKETING

SIN #1

VANITY Allowing love of self and passion for cause to overwhelm the real hero of the story — the audience. “I’m amazing. If you don’t believe me just ask me.” 9

SIN #2

AUTHORITY Selling facts, figures and expertise at the expense of empathy and humility. “I know best. (You don’t know much.) Trust me.”

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SIN #3

INSINCERITY Pandering to a superficial understanding of target demographics to create false connections. ad copy: “If there is no planet, where will you drive?”

“We’re just like you. Really!” 11

SIN #4

PUFFERY Making exaggerated, subjective claims over universal, objective truths.

“Our products are saving the world!” 12

SIN #5

GIMMICKRY Using humor for cheap, empty laughs rather than exposing deeper truths.

“Anything, and nothing, for a laugh.” 13

ACTIVITY

Introduce yourself to your partner What sin is your brand most vulnerable to? VANITY focus on self over audience AUTHORITY relying on expertise over empathy INSINCERITY superficial pandering PUFFERY exaggerated claims over objective truth GIMMICKRY cheap laughs over deeper meaning 14

REMEDIES FOR THE 5 SINS

TOOLS OF EMPOWERMENT MARKETING

REMEDY #1 FOR THE SIN OF VANITY

Make your audience the center of your communications. 16

REMEDY #2 FOR THE SIN OF AUTHORITY

Connect to audience values to create emotional resonance. 17

REMEDY #3 FOR THE SIN OF INSINCERITY

Speak in a human voice. 18

REMEDY #4 FOR THE SIN OF PUFFERY

Find the universal message to guide your communications. 19

REMEDY #5 FOR THE SIN OF GIMMICKRY

Be memorable with a unique offering. 20

EMBRACE EMPOWERMENT MARKETING

Read Winning the Story Wars

Sign up for the Introduction to Breakthrough Storytelling e-Workshop Free Downloads Booklet: Winning the Story Wars 1-Page Guide: Brand Story Definition 1-Page Guide: Empowerment Storytelling 1-Page Guide: History of Storytelling

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THANK YOU!

Amy Hartzler

[email protected] facebook.com/FreeRange @freerangestudio linkedin.com/company/free-range-studios www.freerange.com 22