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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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Expert storytellers teach you how to move people to action.

Oct 15, 2017

Every day dozens of brands sneak into your mind. This genius performance of brand marketing happens on a level so subtle, you often won't recognize it has happened. How is this possible?

In recent years, brand strategists have begun to harness a powerful yet underutilized tool; audio. TV commercials, radio ads, even ringtones can bring a message to millions of customers with a well-placed sound bite.

Today you will learn the power of sounds.

Founder of CMoore Sounds, Connor Moore is a world-renowned sound designer and composer who uses his experience to help develop a brand’s Sonic ID. Sound design is a critical aspect of any multimedia project, and the right audio can turn a good brand into a legendary brand.

We explore the ideas of Sonic Branding, how subliminal music can be most effective and telling a story through music. Would you have ever guessed you could create a story without words? Connor will show you how.

In This Show, You’ll Learn

  • The power found in iconic sonic brands
  • How music subtly but powerfully rounds out the brand experience
  • Where sonic storytelling is headed and how you can use it in your business

Key Quotes

  • “Sound is proven to touch people on a very visceral or emotional level that other mediums cant.” - Connor Moore
  • “Sound design is ultimately about creating an experience and telling a brand’s story through audio.” - Connor Moore
  • “It’s one thing if you just deliver music for the brand, but if it doesn't meet the customer’s experience, you're in trouble.” - Connor Moore
  • “Music is more powerful when you understand the background story and history.” - Connor Moore
  • “When music is written well, you don't even notice it. It comes in and works.” - Park Howell

Mentioned in this episode

 

Oct 8, 2017

When you become proficient in your field, you’ll find people coming to you for your expert’s knowledge.

In fact, often your ability to educate peers on your methods will surpass the methods themselves. Every business professional has invaluable wisdom, but often they find it difficult to teach in a manner that sticks. Proficiency in teaching is critical for any professional, and today’s guest will help you refine your skill.

Greg Smith, co-creator of Thinkific, has been helping brands and business leaders build educational courses through his dynamic online platform. Throughout his career, Greg has found a teaching structure that can help audiences absorb ideas with ease. With his six knowledge bombs of online teaching, and tips on finding your market, Greg Smith will turn you into the best educator you can be. And as a bonus, he's giving you access to Thinkific for free

In This Show, You’ll Learn:

  • Power of pilot course to hone your teaching content
  • How to up your course completion rate
  • 6 knowledge bombs to think about while creating your course
  • Why perfection kills

Key Quotes

  • “We spent most of our time not on the marketing, but on making a course people would get the most value out of.” - Greg Smith
  • “With our imperfect videos, we had higher completion rates and better grades. They let the students know that we are human, we make mistakes too.” - Greg Smith
  • “My single biggest obstacle was my perfectionism. 'Perfect' is impossible.” - Greg Smith
  • “Once you get your product to the customers, they’ll find a hundred things you can improve upon.” - Greg Smith
  • “If you’re gonna move the world, you just have to get it out there. Don't try and be perfect.” - Park Howell
  • “You’ll learn as much from your students as they learn from you.” - Park Howell

Mentioned in this episode

Sep 3, 2017

Often, it's incredibly difficult to connect with your audience.

We’ve all been in that frustrating position. It's not easy to find the common ground that can make the difference between a message working or not.  But there is one big aspect that everyone on earth can relate to, and you can use to your advantage and create a powerful message.

Joining us from Amsterdam is Lucas Keijning, a creative member of the NEMO Science Museum. Lucas’ job is to make science fun and accessible to people of all ages, and to do this, he appeals to the common factor in us all: the inner kid. Even though we put it away, we all have a childlike mind that wants to explore and understand. By using this discovery mindset, you can craft a powerful story that resonates with any audience.

Lucas is publishing a new children's interactive ebook, Mr. and Mrs. Slob, complete with all the sound effects you'd expect with a slobby couple. And the kids are going to love it.

He even got Dutch American comic, Greg Shapiro, to narrate it. Shapiro is famous in the Netherlands for introducing Donald Trump to the Dutch in this video that came out after the election.

Tune into today's show and learn how people of all ages can transform into an excited, curious, and fascinated lod again.

In This Episode, You Will Learn

  • How to use your business story to connect with the kid in all of us
  • The importance of testing your stories while trusting your intuition
  • What is your big ‘whoopee cushion’ idea

Key Quotes

  • “Kids are eager to explore how the world works, and I think if you create that same atmosphere for adults, they can become a kid again.” - Lucas Keijning
  • “Kids love finding the border between what they can do and what they can’t do.” - Lucas Keijning
  • “What we do at Nemo is we try to fascinate people, and we do this by invoking emotions like curiosity and anxiety.” - Lucas Keijning
  • “If you have these ideas and you think they might be interesting, go to your audience. Find people to test your idea.” - Lucas Keijning
  • “Trust your intuition on if something is feasible or interesting. If at the moment it's not good enough, might get better if you elaborate on it.” - Lucas Keijning
  • “We’re all just kids, cloaked in our wrinkled adult selves.” - Park Howell
  • “One of the most powerful emotions we can invoke in people is disgust, and we can do that in a good way.” - Park Howell

Mentioned In The Show

 

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

 

Apr 9, 2017

On this show, we'll cover how data-driven campaigns are killing the Democratic Party and how you can keep it from happening to your brand. Joining us is a highly decorated thirty-year veteran of the direct mail industry who has worked solely with the Democratic Party, Dave Gold.

Dave is the founding partner of Bouchard Gold Communications. His clients have included Senator Joe Biden, Governor Ann Richards, Congresswoman Betty McCollum, attorney generals, coalitions, causes, propositions, and initiatives. Dave has truly seen it all.

The most troubling recent trend is a reliance on big data, which is leading to micro-targeting and micro-thinking without a compelling overarching narrative for audiences to connect with.

On this episode, you'll learn about the importance of communicating values to stir emotions that drive behavior towards your brand, how Republicans are trumping Democrats with their compelling use of narrative, and how you can do the same to your competition. We'll also share how a Christmas tree can act as the foundational story in everything you do. 

You'll Learn:

  • How you can prevent data-driven campaigns from killing your brand
  • Why communicating values to stir emotions that drive behavior towards your brand is important
  • How you can use compelling narrative to trump your competition

Key Quotes:

"I often say that if you don’t change somebody’s behavior with a program of mail, then you've killed trees for no purpose." - @DaveGold6 (click to tweet)

"What we have to do is find a narrative thread that connects the different issues." - @DaveGold6 (click to tweet)

"Issues are to a campaign message what ornaments are to a Christmas tree." - @DaveGold6 (click to tweet)

"I believe in message-driven, data-informed campaigns." - @DaveGold6 (click to tweet)

"People buy with their hearts and justify their purchases with their heads." - @DaveGold6 (click to tweet)

"Brands need to take a deep breath, step back, and say that it’s not about them - it’s about their customers first and foremost.” - @ParkHowell (click to tweet)

Mentioned in This Episode:

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

Feb 26, 2017

When creating presentations to communicate data within your organization, it can be tempting to focus on just the data and perhaps try and fit too much into one talk.

But learning how to trim down to one central theme and use genuine stories is critical to a successful presentation of data, as this narrative will help you connect with your audience and get your message heard.

Today’s guest got his start in storytelling by nearly being fired for his lack of telling stories. In fact, he points to a moment when he was in the first grade that kept him from using stories in his career for many decades.

This fear was almost fatal to his work in the financial services world, yet now, he teaches people around the world how to use storytelling to connect with audiences and move them to action.

Michael Davis, the storytelling M.D., is the founder of Speaking CPR. He has many books on the subject of selling through storytelling. You’ll hear Michael’s own harrowing experience that made him shun the stage for years, and what became the impetus to re-ignite his inner story-teller. You’ll learn the importance of having one central theme to your stories, and how your stories trigger stories in others. We’ll talk about the steps that you can take directly following this program to reignite the silenced storyteller within you.

In This Episode, You’ll Learn

  • Why keeping yourself to one topic will help your presentation be heard
  • How to be vulnerable and share personal stories to connect with your audience
  • How you can re-ignite your inner storyteller

Key Quotes

“My goal is to give life to lifeless presentations and stories.” —@SpeakingCPR 

“If we don’t see a change, then the story doesn’t have much meaning to us.” —@SpeakingCPR 

“A confused mind says no. A clear mind says go.” —@SpeakingCPR 

Mentioned In This Show

 

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

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