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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
