SearchLove Boston 2016 | Kindra Hall | Storytelling: The Secret of ...

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@kindramhall

Storytelling
Why Does
Work So Well?
Sto ry
/ˈstôrē/
Goal
To redefine story, what it
Is and what it is not.
FOOLPROOFS t o ...

Storytelling
Why Does
Work So Well?

Storytelling
Why Does
Work So Well?
Humans are
Attracted
to
Story

Storytelling
Why Does
Work So Well?
2 Year analysis of
Super Bowl Commercials
VS VS
Celebrity
Endorsements
Cute
Animals

Storytelling
Why Does
Work So Well?
It’s
Science
Humans are
Attracted
to
Story

Storytelling
Why Does
Work So Well?
Neurologist Paul Zak
Story Changes Brain Chemistry
Cortisol Oxytocin
Increased
Focus &...

Storytelling
Why Does
Work So Well?
Create a
Connection
ACTION
It’s
Science
Humans are
Attracted
to
Story

Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
Sequential Ad
Campaign
Sustained C...

Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
87% 56%

Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
The world’s place for discovering ...

Storytelling
Why Does
Work So Well?
The Value of Storytelling on
Facebook for Marketers
Wonder how those French girls get ...

Storytelling
Why Does
Work So Well?
Stories are
Memorable
It’s
Science
Humans are
Attracted
to
Story
Create a
Connection
A...

Storytelling
Why Does
Work So Well?
“If history were taught in the form of
stories, it would never be forgotten.”
- Rudyar...

why aren’t you using them?

switch to the story default.

Sto ry
/ˈstôrē/
Goal
To redefine story, what it
Is and what it is not.

Sto ry
/ˈstôrē/
Redefining Storytelling
1. A Story is not a tagline/slogan/mission statement.
2. A Story not a simply grea...

Sto ry
/ˈstôrē/
Redefining Storytelling
1. A Story happens in a particular moment.
2. There is a beginning, middle, and en...

Sto ry
/ˈstôrē/
A Storytelling Case Study – The Before

Sto ry
/ˈstôrē/
Redefining Storytelling
The Biggest Storytelling MistakeThe Biggest Storytelling Mistake

Sto ry
/ˈstôrē/
A Storytelling Case Study – The After

FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s

FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
FINDING CRAFTING TELLINGT h e S t o r y T h e S t o r y T h e S t o r...

FINDINGT h e S t o r y
FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NOUNSNOUNS

FINDINGT h e S t o r y
FOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
1. Make a List of Values.
2. Make a List of Ob...

CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
MIDDLE
BEGINNING
END
✗
✗
✗

CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NORMALNORMAL
EXPLOSIONEXPLOSION
NEW NORMALNEW ...

CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
NORMAL EXPLOSION NEW NORMAL

CRAFTINGT h e S t o r yFOOLPROOFS t o r y t e l l i n g S t r a t e g i e s
Set the scene — people & place. Be vivid.
Incl...

TELLINGT h e S t o r y
1. Videos
2. Email Campaigns
3. Presentations & Client Meetings
4. Online: Social Media // Website ...

facebook.com/kindrahallfan
linkedin.com/in/kindrahall
@kindramhall

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