Stories are engaging, memorable and repeatable—and this has big implications for winning over new clients. Wrapping your sales message in a story not only makes it easy for your prospects to understand your value, they’re also more likely to remember your message and repeat to others what they liked about you and why they want to hire you.
See the video.
You know how it feels when you get so close to a topic that you begin to lose any sense of perspective? How many of you feel that way about your ad agency's credentials deck? How many hours have you spent debating with your team about whether the client slide should go before or after the awards slide?
Those are hours you will never get back my friends, because no one outside your agency cares about the answer.
Last month, I extolled the virtues of Nancy Duarte’s Sparklines, a presentation method designed to draw an audience over to your side of an argument. This month, I tell you how to use this technique to transform the garden variety creds deck into a persuasive sales tool.
Those of you who know me or have worked with me know that my mission is to help ad agencies and creative services firms communicate more persuasively. When I find a tool or technique that has the potential for changing that behavior, I pass it on. Nancy Duarte's Sparklines is one of those tools.
Sparklines was developed after she asked herself "what does persuasion look like?" She’s certainly qualified to explore the question. Her company, Duarte, helps organizations like Google and Apple tell effective stories through presentation. To find the answer, she analyzed two extraordinary presentations: Martin Luther King’s “I Have a Dream” speech and Steve Jobs’ iPhone launch in 2007.
Essentially, it’s is a method for drawing an audience over to your side of an argument by presenting a series of contrasts between what is and what could be. It's one of the most compelling presentation structures I've ever seen. Plus, it's not a technique that's difficult to learn. In fact, it has more to do with reframing your presentations than reinventing them.
Think about the number of agencies you’re aware of (including your own) that have a truly differentiated work process.
If you’re being honest, the answer is easy: not many. Whether it’s three steps or twenty-three steps, most agency work processes look the same. In fact, sometimes I think they’re more of an afterthought, something to be written up for an RFP response but rarely put into action in real life.
But Park Howell, founder of agency Park&Co., channeled his fascination for the power of storytelling (a fascination I happen to share) into a work process he calls the Story Cycle that's become an integral part of all his client engagements.
Finding Nemo, Toy Story, and the latest, Inside Out - why are Pixar films so universally charming and compelling? ("And what, exactly, does that have to do with my ad agency's positioning?" you ask. Patience, you'll find out.)
A former Pixar story artist named Emma Coats discovered that all Pixar plots follow one simple format. And it forms the basis of a perfect pitch.
Want to know what this magic formula is? Check out my latest blog post on how the Pixar Pitch is an ideal hack for developing your ad agency's positioning.
Last month, I lost an ally in my quest to eradicate jargon and wordiness from ad agency pitch documents (not to mention emails, client reports, briefings and marketing copy).
William Zinsser, author of On Writing Well, a beloved guide for non-fiction writers since its publication in 1976, died at age 92.
He was a constant inspiration as we developed Persuasive Writing for New Business, a workshop that teaches ad agencies how to use simple, clear language to communicate their value to prospects, clients and others.