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The Business of Story

Park Howell promises to reignite within you the one true superpower well all possess - storytelling - in the Business of Story. Learn from internationally acclaimed story artists, content strategists, and brand raconteurs who will help you craft and tell compelling stories that sell. This is the "How To" podcast for story marketing. Each episode delivers at least one actionable tip that will help you connect with your customers, move them to action, and start creating epic growth for your enterprise and your people. Story on!
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Now displaying: March, 2017

Expert storytellers teach you how to move people to action.

Mar 26, 2017

Joel Capperella joins us on Business of Story; and today, we talk about why you must recognize and tap into the dramatic nature of what's actually happening in your sales conversions, the journey your customer's on, and what stories they're telling themselves about you at that moment.

We're also going to look at the most powerful word in storytelling, and that word is 'why.' That's all about the power of why in your story, listening in your storytelling, and in your story selling.

At the end of the show, Joel has a tool for you to make sure you have the proper story alignment in your sales pipeline. Let's explore how to use story marketing to fill your sales funnel with the right folks.

You'll Learn:

  • How to use the right story marketing to up your sales conversion rates
  • Why the word "why" is so powerful in storytelling
  • Why you need to always be attuned to your customer's journey

Key Quotes:

"It's not just enough to have good content. It has to be content that connects." - @JoelCapperella (click to tweet)

I still have to be very intentional about sitting down, designing, and mapping out the story that I'm going to tell." - @ParkHowell (click to tweet)

"Start with a moment. Start with a human experience around your product or service, and listen to it." - @ParkHowell (click to tweet)

"I really believe that above all, story is a catalyst to really great things within our organizations." - @JoelCapperella (click to tweet)

"If we have trouble telling our own story, or our customer's stories, we have to assume that our customers are too." - @JoelCapperella (click to tweet)

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Mar 19, 2017
We've all found ourselves in situations where we are at odds with an audience. For example, trying to launch an internal initiative in a corporate environment to a reluctant CEO. 
 
Persuading someone to change an unhealthy behavior. Or getting someone with an opposite view to open up and see things your way. On today's Business of Story, we review thimportance of finding common ground to help your stories connect with audiences and move people to action.
 

We're fortunate to have the documentary filmmaker, Peter Byck, join us. Peter's award-winning films, including Garbage and Carbon Nation, have often placed him at odds with audiences because of his subject matter around the highly charged debate on climate change and our impact on it. Peter is a master at finding common ground with his interviewees, as well as the naysayers who confront him on his sustainable storytelling.

You can see how Peter bridges these relationships, not only in his work but also in his two appearances on HBO's Real Time With Bill Maher.

Peter will show you how to overcome nerves when presenting by placing your audience first and foremost in your intentions. You'll learn the importance of letting serendipity help you find the focus of your storytelling. And he'll reveal why the "Solution" story is one of the most important narratives you can tell to open the hearts and minds of your audiences. 

You'll Learn:

 

  • How to relate to an audience that disagrees with you
  • Why finding common ground with your audience is vital
  • How focusing on being of service to your audience will help you get your story across

Key Quotes:

"Let me be of service. Let whatever I'm about to say be helpful." - @peterbyck (click to tweet)

I've learned to show people true respect in how I can listen, and they tell me things." - @peterbyck (click to tweet)

"I decided to just focus on solutions, and that's what Carbon Nation was all about - solutions." - @peterbyck (click to tweet)

"I'm not looking to change somebody's mind. I'm looking to find what they already agree on with me or the other folks." - @peterbyck (click to tweet)

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Mar 12, 2017

With the always-on interwebs, I believe that ADHD is now a communicable disease. And, guess what? We are all the viruses.

So, how do you get your brand story to rise above the noise and allow it the opportunity to be heard? Well, we'll look at one way to do that.

On today's show, we're going to explore the concepts of irony and juxtaposition in your business stories to help them stand out—to help you stand out—especially with your visual storytelling.

Our guest, James Popsys, has a unique view of life captured in the inventive and witty images he creates in Photoshop.

His visual storytelling conjures up irony and juxtaposition to stop you in your tracks and trigger stories in your mind.

From the verdant babbling brook flowing through the graffiti canals of London to the giant hot dogs grilling on the side of a building to the schooner sailing on top of a hurricane, James and I explore where the inspiration for his images comes from and how you can tap into that for your stories.

He'll also show you how you can jumpstart your Instagram page (as you might imagine, a pretty important channel for his work) and, you'll learn his three rules for finding, capturing, and telling visual stories that genuinely stand out.

What You'll Learn:

  • How irony and juxtaposition can set you apart
  • Why audiences prefer real as opposed to over-produced
  • The rule of thirds and other tips for Instagram

Key Quotes:

Everybody has a platform now and there has never been more noise to have to break through to get your voice heard. - @jamespopsys 

It's no longer about having the sharpest lenses and getting the exposure spot-on, it's about storytelling. - @jamespopsys 

If you can find something that's different, as opposed to better, I think you stand a better chance of standing out. - @jamespopsys

I want it to look like somebody has stepped up to a really odd scene and just snapped with their camera. - @jamespopsys 

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Mar 5, 2017

It’s often thought that keeping a business's focus more general is a positive way to stay open to more business. But in reality, generalizing actually weakens your brand story. Learning how to be super focused and specific in your brand story’s unique offering will help strengthen your messaging, grow your business, and bring success to your brand.

Today’s guest will help you focus your brand story. He’s been marketing high-tech for more than thirty years. He’s taken companies from the early startup stage to hundreds of millions of dollars of sales through focused storytelling. He was most recently the head of international marketing for Infusionsoft, where he helped grow the company from $15 million in annual sales to $100 million. He did this by narrowing the company's brand story, then helping the Infusionsoft team and its customers live into and prosper from that story.

Greg Head is now a strategic growth advisor to a number of emerging companies. On today’s show, he’ll share some of the secrets he has gained by interviewing 300 executives over the past year about the growth of their companies. He’ll explain why you need to move from the attention deficit disorder that plagues most startups into the obsessive compulsive disorder mindset required for a focused leader to grow their company.

Primary Points:

  • Why being more narrow in your message actually makes it more powerful
  • How to tune into the most important and unique part of your brand story
  • How to grow your business exponentially by lasering into one message

 

Key Quotes:

“The simple answer is the right one and the useful one.” —@GregHead (click to tweet)

You can’t say everything to everybody.” —@GreagHead (click to tweet)

The more you say no, the more the world hears you.” —@GregHead (click to tweet)

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