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 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 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

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


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

PLAN

Where Be Your People? "

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"

"

"

"

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


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!


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


FRAN: Why Story

WHY DO YOU DO WHAT YOU DO?


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE


DAN: About Us Story

WHAT NEEDS TO BE SUPER CLEAR?


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE


CLAIRE: Client Story

WHAT DO YOU DO BEST?


DIGEST

TELL

ABOUT US

CONFIRM

PROVE

CLIENT STORY

BELIEVE

REINFORCE

BEST PRACTICES


!I LIKE IT

$I’M BUYING

$$BUY AGAIN

FIND

INTRODUCE

WHY

01: Fran

! AWARE

?UNAWARE


BOB: Best Practices Story

WHAT NEW THING ARE YOU EXCITED ABOUT?

PLAN


What is an Emotional Connection?

Heart Data Distribution Personal



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


01. Primary Emotional Connection

02. Secondary Emotional Connection

Horse before the cart...


PLAN



Think “How Aggressive?” Ongoing Conversation


No recipe for the One Hit Wonder...


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

77,519,723

PLAN



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


Think Phone Bill! What can you spend monthly?

PRODUCEPLAN

PRESENT PERSUADE

PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER HURDLES

AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE

We actually CAN handle the truth...


EVOKING ONLINE TRUST Interactions online rarely happen

with people we don’t trust

PRODUCE


Story is the fastest way to achieve Common Ground


What makes a Story?

Question Journey Reflection Reward Story

?



Aesop… The great story teller


Commitment Support Characters Visuals Sound


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

- Keep it simple

- EMOTION!

PRODUCE


F

Client

V

Viewer

FactsData

Compliance

RelevantBelievableReward


PRODUCE



Breaking down hurdles with story...

PRODUCEPLAN

PRESENT PERSUADE

PRESENTDEEPER DIVE SOCIAL STORY CROSS DATABASE

DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT

Where next? What’s next?


Do you work with partners?

PRODUCEPLAN

PRESENT PERSUADE

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


Everyone Has A Blurry Space


"{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

✆


✆ $


✆ $

4 weeks


✆ $

4 weeks

✔

18 mn


✆ $

4 weeks

✔ ▶ ▶ ▶ ▶

18 mn


✆ $

4 weeks

✔

x▶ ▶ ▶ ▶

18 mn


✆ $

4 weeks

✔

4

x▶ ▶ ▶ ▶

18 mn


Email Clicks WITH Embedded video

Email Clicks WITHOUT Embedded video


EMOTIONAL EQUITY!

What is an Emotional Connection?

Heart Data Distribution Personal



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


E

THE ADS

THE ARTICLES

EXCUSE TOINTERRUPT

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STORYBOOK

Thanks to Session Sponsor:Progress Printing Plus

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