fca conference

Welcome to the 2013 Midyear Conference

WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING

BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO

My brother can do really cool “wheelies” on his motorcycle!

My brother can do really cool “wheelies” on his motorcycle!

"My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

"Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more

money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since

"Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the

front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

My brother can do really cool “wheelies” on his motorcycle!

"My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

"Dad was showing off on his motorcycle in the local pub

parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.

"

My brother can do really cool “wheelies” on his motorcycle!

"My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost

effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

"Dad was showing off on his motorcycle in the local pub

parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.

"

Let’s Get Uncomfortable: Find An Emotional Connection

ACHIEVING COMMON GROUND

Emotional Connection =

Opening the door to TRUST & BELIEVABILITY!

Achieving Common Ground =

Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!

Trust & Believability =

Without Story = $1.49 / With Story = $197.50

Where’s the ROI?

What is the ROI of your Mother?

WHAT DO YOU WANT VIDEO TO DO FOR YOU?

“I want video to help me____________!”

PLAN PRODUCE

PRESENT PERSUADE

PLAN PRODUCE

PRESENT PERSUADE

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

PLAN

A plan for attaching video storytelling to sales and marketing processes...

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

01: Fran 02: Dan 03: Claire 04: Bob

PLAN

Where Be Your People? "

"

"

"

"

"

"

"

Identify them by the stage of your sales cycle...

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

FOUND

INTRODUCE

WHY

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran Meet Dan Meet Claire Meet Bob

CURIOUS!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE!

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

FRAN: Why Story

WHY DO YOU DO WHAT YOU DO?

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

DAN: About Us Story

WHAT NEEDS TO BE SUPER CLEAR?

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

CLAIRE: Client Story

WHAT DO YOU DO BEST?

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

02: Dan 03: Claire 04: Bob

!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

BOB: Best Practices Story

WHAT NEW THING ARE YOU EXCITED ABOUT?

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

What is an Emotional Connection?

Heart Data Distribution Personal

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

SIMON SINEK: Start With Why

PLAN

Gut Feeling

Facts & Data

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

01. Primary Emotional Connection

02. Secondary Emotional Connection

Why is Why important? Cart before the horse

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

01. Primary Emotional Connection

02. Secondary Emotional Connection

Horse before the cart...

BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

Think “How Aggressive?” Ongoing Conversation

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

No recipe for the One Hit Wonder...

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

CONGRATULATIONS! You now know there are over 77 million people dumber than you...

77,519,723

PLAN

BOLT ON AUDIENCE EMOTION DELIVERY COST

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

How much you got? Please provide a budget...

PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST

Think Phone Bill! What can you spend monthly?

PRODUCEPLAN

PRESENT PERSUADE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

We actually CAN handle the truth...

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

EVOKING ONLINE TRUST Interactions online rarely happen

with people we don’t trust

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

Story is the fastest way to achieve Common Ground

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

What makes a Story?

Question Journey Reflection Reward Story

?

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

Aesop… The great story teller

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

Commitment Support Characters Visuals Sound

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

Essentials to creating an effective VIDEO story: - Show me something

- Keep it simple

- EMOTION!

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

Breaking down hurdles with story...

PRODUCEPLAN

PRESENT PERSUADE

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

Where next? What’s next?

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

Do you work with partners?

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

PRODUCEPLAN

PRESENT PERSUADE

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Getting permission to interrupt!

"{SALES VIDEOS

"{MARKETING VIDEOS

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

Meet Dan Meet Claire Meet Bob

CURIOUS!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

!

Audience

Shift

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Getting permission to interrupt!

"{SALES VIDEOS

"{MARKETING VIDEOS

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

Meet Dan Meet Claire Meet Bob

CURIOUS!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

!

Audience

Shift

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Everyone Has A Blurry Space

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

"{THE ADS

"{THE ARTICLES

FOUND

INTRODUCE

TOUCH

DIGEST

TELL

CONFIRM

PROVE

Meet Fran

Meet Trigger

Meet Dan Meet Claire

CURIOUS!I LIKE IT

?AWARE

DON’T CARE

!

Audience

Shift

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

✆

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔ ▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18 mn

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Email Clicks WITH Embedded video

Email Clicks WITHOUT Embedded video

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

EMOTIONAL EQUITY!

What is an Emotional Connection?

Heart Data Distribution Personal

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

PERSUADEEXCUSE ONGOING NOT ABOUT YOU

EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE

Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!

FOUND

INTRODUCE

WHY

TOUCH

DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES

Meet Fran

Meet TriggerONGOING

AUDIENCE ALLOCATION

Meet Dan Meet Claire Meet Bob

CURIOUS!I LIKE IT

$I’M BUYING

$$BUY AGAIN

?AWARE

CAREDON’T CARE

SALES STAGE

PERSONALITY

EXCUSE TO

INTERRUPT

Audience

Shift

YOURSTORY

Behavior

Change !

FIND DIGEST

ENGAGE ONGOING INDUSTRY

CONFIRM BELIEVE

01: Fran

00: Earl

02: Dan 03: Claire 04: Bob

E

THE ADS

THE ARTICLES

EXCUSE TOINTERRUPT

{

{

STORYBOOK

Thanks to Session Sponsor:Progress Printing Plus