Ten Pillar Descriptions
The Ten Pillars of Meaningful Marketing™Understanding What do your employees/customers/partners believe? What do they want to believe? What do you want them to believe about you or your product/service?
Engagement Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways
Priority Choosing first the ones who will choose you - Segmenting customers and stack-ranking who is most valuable to you
Surprise Unexpected value - emotional and functional – that exceeds expectations and builds into a dependence that they won’t be able to live without
Differentiation Competitive strengths that set you apart- Finding the core of who your organization is and why that is special and unique in both emotional and functional benefit categories
DialogThe power of intimacy and the path to loyalty - Interactive communications that lead to relationships
Alignment Internal buy-in and readiness…are your people ready? Helping your team see, understand, believe and live out the vision
Empowerment Incentive and opportunity to share the great experience with others
Mythology Your brand, your story that builds belief and inspires action
Innovation The next surprise - Feeding the addiction of being delighted with new value
http://www.mythologymarketing.com/pillars/
“Big kids table…”
Why do stories matter?
Creating Change
The Rider(Intellect, Logic)
The Elephant(Emotion, Desire, Impulse)
The Path(Environment, Prompts, Tools)
To effect change, you must address all three effectively
Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
Our Brains Love Stories
• Activates multiple areas of our brains
• Our brains place us in the story – we get involved
• We can plant ideas, thoughts and emotions into the listeners’ brains (“neural coupling”)
• Personal stories and gossip make up 65% of our conversations.
Beginning Assumptions
• Customers freeze and avoid decisions • Implication: Simplify and/or make it simpler
to choose
Too many choices/issues becomes depressing
• Only about 4 are positively remembered • Implication: “Sticky” messaging
The noise is overwhelming - 3K – 5K media messages a day
• About 7% trust advertising messages• Implication: Empower advocates and foster
word-of-mouth
Nobody believes your advertising
Beginning Assumptions
• Our brains are wired to involve emotion in decision-making
• Implication: Publish a steady stream of emotion, backed up with evidences and details as needed
People make emotional decisions
• Word-of-mouth is the dominant influencer across almost all product/service categories
• Implication: Empower your third-party fans
Word-of-mouth drives the most influence
• By far the most preferred information source across all age groups except most senior among us
• Implication: Web presence is the most central marketing discipline
The web is the preferred information platform
Benefits of Sticky Stories
• Spend less marketing budget to achieve greater results
• Longer-term loyalty • Greater word-of-mouth advocacy • Easier to shape and integrate marketing
campaigns – Print, TV, radio, social media, web, mobile
What’s Their Story?
What’s Their Story?
What’s Their Story?
Building Your Mythology
• myth·ol·o·gy a set of stories, traditions, or beliefs associated with a particular group or the history of an event, arising naturally or deliberately fostered
• What builds belief? • Purpose of mythology - What human emotions
can you connect with? • What should the structure of the story look like?
Emotional Value:Connecting via Archetypes
Belonging&
Enjoyment
Independence&
Fulfillment
Stability & Control
Risk & Mastery
CreatorCraft
something new
CaregiverCare for others
RulerExert Control
JesterHave a
good time
Regular Guy/Gal
OK as you are
LoverFind and give love
HeroSave the day
OutlawBreak the
rules
MagicianAffect
transformation
SageUnderstandour world
ExplorerMaintain
independence
InnocentRetain or
renew faith
The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001
By a factor of three, what you do is not nearly as important as how it makes people feel.
- Seth Godin, April 2007
Emotional Value:Connecting via Archetypes
Belonging&
Enjoyment
Independence&
Fulfillment
Stability & Control
Risk & Mastery
CreatorCraft
something new
CaregiverCare for others
RulerExert Control
JesterHave a
good time
Regular Guy/Gal
OK as you are
LoverFind and give love
HeroSave the day
OutlawBreak the
rules
MagicianAffect
transformation
SageUnderstandour world
ExplorerMaintain
independence
InnocentRetain or
renew faith
The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001
Story Development
• Origin Stories • Transformation Stories • Shared Experience Stories• “You Won’t Believe This…” Stories• Rebel Stories
Origin Stories
Transformation Stories
Shared Experience
“You Won’t Believe This…”
Rebel Stories
21
Rebel Stories
What Makes an Idea Stick?SUCCESs• Simplicity
– Finding the core of the idea
• Unexpectedness– Combining surprise and interest
• Concreteness– Bringing it alive with the five senses (memory Velcro)
• Credibility – Tapping the power of authority – or anti-authority – to build belief
• Emotional – Priming people to care
• Stories– Generating involvement that leads to action
Made to Stick, Heath and Heath © 2007 Random House
Exercise
Create and share a sticky story!• Your childhood• Your kid • Your spouse • Your organization
Time to Build Belief…
mythologymarketing.com