Recently, I came upon this interview with Seth Godin. In it, he and his interviewer, content marketing expert Sonia Simone, got to talking about implied stories.
Anyone who’s followed my posts for a while knows I’m a bit obsessed with storytelling and its role agency new business. The more I learn about the psychology of storytelling, the more convinced I am that it’s a secret weapon for converting prospects into new business leads.
But what about these implied stories? What are they and how should you be telling them? Read more.
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.
Effective salespeople know that a good story is the fastest route between them and winning new business.
This is especially true for ad agencies. Advertising is a craft that relies on abstract thought processes that lead to inspirational ideas like “Just do it.” The problem is, abstract ideas are difficult to describe and even more difficult to value. That’s why it’s so easy to succumb to meaningless, anemic phrases like “fully integrated,” “digital-first” and “consumer at the core” when trying to describe what you do to a prospective client.
Stories, on the other hand, make the intangible tangible. Discover how this technique, as old as humanity itself, is one of the easiest ways to win new business.
See the video
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.