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How to turn every sales person into a top story-teller

How to turn every sales person into a top story-teller | Current Updates | Scoop.it
Top Sellers are Great Storytellers: A simple framework for harnessing the power of anecdotesWhat sets top sales people apart?

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Karen Dietz's curator insight, January 24, 2013 3:54 PM

Here is a niftly article that not only talks about the importance of storytelling in sales to boost the bottom line, but also includes a formula, and a free downloadable template.


Yeah!


The formula is pretty good. The only issue I have with it is that it still positions the company -- not the customer -- as the hero. We know that for max effectiveness, we want to make the customer the hero.


It is a subtle but important change -- because if the customer is the hero, your prospect will see themselves as the next potential hero. And your next customer. That is a good thing.


So how would you shift the formula given? In section 3, instead of saying "Working with their [key sponsor’s role], we helped them implement [brief description of our key capabilities] that allowed them to [brief description of benefits]" try this:


"Working with their [key sponsor’s role], our client was able to use our [brief description of our key capabilities]. As a result [share what THEY were able to accomplish] that allowed them to [brief description of benefits]."


That is only one suggestion. How else would you rewrite the formula to make the customer the hero of the story?


There are other good insights here and don't forget to download the free template!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

Edna Campos's curator insight, February 1, 2013 1:27 PM

Muy buen articulo..

Trumans's curator insight, February 10, 2013 2:49 PM

The human psyche is tuned in to story telling - that's why books, songs, movies and TV are so popular - everyone loves a story. The best thing you can do in business is to know your story and then share it in a continuously enthralling way.... a la Coca Cola...

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How to Generate Leads With SlideShare -- & Your Biz Stories

How to Generate Leads With SlideShare -- & Your Biz Stories | Current Updates | Scoop.it
Are you using SlideShare? Would you like more leads? In this article I'll reveal how to use SlideShare to generate quality leads. SlideShare for Leads?

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Linda Buckmaster's curator insight, January 15, 2013 8:32 AM

A comprehensive articles regarding quality leads by SlideShare

Ron McIntyre's curator insight, January 16, 2013 8:22 AM

Good article on SlideShare but also review the provider of the site also.  New concept that could work for social biz.

Karen Dietz's comment, January 16, 2013 8:39 AM
Love the comments Jeff, Linda and Ron! Yes, SlideShare holds lots of potential for businesses -- plus it is very easy to use. I love it because the learning curve is so short.
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15 Marketing & Business Trends In 2013 That Will Change Your Business

15 Marketing & Business Trends In 2013 That Will Change Your Business | Current Updates | Scoop.it

From Rohit Bhargava, Founder, Influential Marketing Group and the author of Likeonomics


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Karen Dietz's curator insight, December 21, 2012 3:30 PM

Here is a example packed SlideShare presentation about 15 marketing trends for 2013 that Bhargava has identified.


As you can imagine, since it is the end of the year, I've looked at a ton of these kinds of lists. This is by far the best one I have found.


And 3 of the 15 trends have to do with storytelling: Partnership Publishing; Precious Print; and Back Storytelling.


What I love about Bhargava's work are all of the examples shared to back up his trends. Even for the trends that don't have to do with storytelling, this piece is well worthwhile.


I also really like that at the end of the slides he gives us his 2012 list and shares if the trends materialized or not. Even better, he then shares his own back story of how he identified the trends for 2013.


This is a very complete list and dense with material to chew on. It can certainly help our businesses in 2013. Enjoy!


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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Anthrocapitalism: The New Way For Organizations To Find Meaning--A Role for Storytelling

Anthrocapitalism: The New Way For Organizations To Find Meaning--A Role for Storytelling | Current Updates | Scoop.it
It’s clear that many of us want more meaning in our work as well as from the products, services, and organizations with which we choose to interact.

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Karen Dietz's curator insight, December 19, 2012 9:24 AM

Well here's a thoughtful piece as we wind up 2012 that gets me thinking about the role of storytelling in business.  


This article is all about the ongoing shifts occuring in business and I think story dynamics and narrative work are both shaping/influencing these shifts, as well as being a vehicle for finding meaning. I am not sure if the popularity of biz storytelling is the cause, the effect, or a combo of both -- but it is fascinating to think about.


What I love about this article by Alex Pattakos and Elaine Dundon is they coin a new word -- anthrocapitalism -- and talk about how this is more than just 'corporate social responsibility'. And they educate us about the origins of the word 'philanthropy' and its role in rethinking capitalism. They go on to talk about how our economy is shifting away from transaction to engagement and what this really means.


Great food for thought. They also give examples of companies who are embodying 'anthroeconomics', creating meaningful work, promoting a deeper purpose, and increasing their profits at the same time.


As the authors say at the end: "The shift towards anthrocapitalism represents a new role for leaders and a new role for organizations. It’s time to ask what you as a leader and inspirational role model can do to focus on both doing well and doing good, making the world a better place."


So what is the role of storytelling here and its meaning-making abilities? Is storytelling the impetus, the vehicle, or both? Or are there better questions to ask? What do you think? Hmmmmm....... 


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded

Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded | Current Updates | Scoop.it
Books and articles on storytelling and narrative in fundraising are proliferating nearly as quickly as bad storytelling and narrative in fundraising (could there be a connection?). In an effort to ...

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Karen Dietz's curator insight, December 12, 2012 5:02 PM

What a great post that reminds us what is most important in our business storytelling and how to achieve it -- whether it be in fundraising, sales, or marketing.


Are you following the Golden Theme? The Golden Theme for stories is: we are all the same.


If you can express the Golden Theme and do what the author Eric Foley suggests, you will have the Midas touch. 


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

Michael Katz's curator insight, October 6, 2013 7:33 PM

It's all about making connections.

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Storytelling and Primal Branding -- Essential Elements

Ideas For Strengthening Online Video Community [Creator's Tip #58] is the original title of this post.


This is the second part of our conversation with Patrick Hanlon, the author of, "Primal Branding... WATCH PART 1 OF OUR INTERVIEW FIRST! http://youtu.be/upzypRWCcDE

 

Here's a 15:46 minute video interview with the author of "Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future," Patrick Hanlon. 

 

In the interviewer Tim Schmoyer chats with Patrick about how businesses can use the Primal Code and they share examples as they go along.

 

What caught my attention was element #2: The Creed. This is your "I believe..." statement.

 

I'm thinking that your creed/I believe statement is a new way to think/talk about a company's Unique Selling Proposition -- which is a good thing! I find creeds/I believe statements to be much more compelling and easier for many to get their heads wrapped around.

 

The rest of the Primal Code are these elements:

Creation story Icons Rituals Language Anti-believers A Leader

When you link your stories into elements 2-6 you will have a dynamite marketing voice or point of view. And you can use these elements to adjust the rest of your biz stories so you have a tight, united whole.

 

Watch the video if you want to know more and then check out this other article for more text about Primal Branding: http://www.reelseo.com/strengthen-online-video-brand-primal-code/

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;

 


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Brian Yanish - MarketingHits.com's comment, October 30, 2012 7:41 AM
Thanks for sharing
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For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing | Current Updates | Scoop.it
Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.

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Karen Dietz's curator insight, January 16, 2013 9:15 AM

OK -- here's another back-end approach to why storytelling is critical in business2business (B2B) sales and where companies can leverage stories for maximum value.


Yes, we know that sharing stories is the best process a business can use for creating relationships.


This study show how to use those stories (see the second chart):

Creating content based on specific business needs and solutions comes out on top. 74% of respondents say they create content based on these. So focus your storytelling here!


The rest of the chart is just as helpful. Here are a few:

  1. Craft your stories specific to industries or company types you are targeting.
  2. Create product descriptions in the form of stories.
  3. Develop buyer personas and then tailor your stories to them.


The third chart explains the respondents long-term online marketing strategy -- and this mirrors the points above.


Now here is the kicker: over 50% of B2B marketers said they didn't really know who they were targeting, or who they could sell to. LOL -- some days I feel the same! If you find yourself in that place, you are in good company. 


The take away is to keep figuring these 2 pieces out as you fine-tune your marketing and your stories -- they do inform each other.


Overall, there is great information here to help you market better with stories in 2013.


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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Storytelling: How to Captivate Your Prospects and Grow ... - Word Chef

Storytelling: How to Captivate Your Prospects and Grow ... - Word Chef | Current Updates | Scoop.it
You had a mix of news reporters, government, big and small businesses, native populations and a nonprofit (Greenpeace). Most of these characters would normally be opposed to working with the others. But in this case, they eventually saw ...

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Karen Dietz's curator insight, January 3, 2013 10:19 AM

I really really like the questions this author asks as you are creating or honing your biz stories. They are right on -- and the answers will bring depth and quality to your stories. Which are very desirable things these days.


This is a quick piece but with lots to think about. The questions are fun -- they will get you thinking differently about the stories you are crafting, or will help you rework your current stories to give more meaning and staying power.


Story on!


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 

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A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story

A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story | Current Updates | Scoop.it
It’s tempting to look at pop culture for insight into the zeitgeist, and it’s hard to look at pop culture without seeing a lot of Zombies. This may well not be a coincidence.

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Karen Dietz's curator insight, December 19, 2012 11:51 AM

This article by Alan Snitow goes right along with the other article I curated today on Anthrocapitalism. 


Here Snitow talks about the massive shifts in consumer attitudes/behaviors that are creating shifts in marketing and branding.


The author suggests that one of these huge shifts is away from 'aspiration' marketing, where consumers aspire to buy their way into a better life, to 'inspiration' marketing. Inspiration marketing is focused less on what companies can give, and more on what consumers themselves can achieve. In other words, making customers the hero of the story.


But there is more here to the discussion and I encourage you to read the article. It's not that long and makes great points.


Even better, Snitow shares short videos of companies who have moved from aspirational to inspirational marketing. Perhaps this is what your business needs to do.


And once again, I wonder about the influence of storytelling. Of course stories fit exceedingly well into inspirational marketing.


Yet how much has the awareness, education in, and experiences with stories shaping the conversation and this movement? Maybe it is more of a chicken-and-egg syndrome.


In any event, I find it fascinating that this article and the one on anthrocapitalism show up on the same day but from different sources. And on the same day I received an email newsletter talking about how businesses are now in a post-Demming-process era and now in the era of valueing people in business. And the business was re-defining all of its work to meet this new direction. 


Well, certainly these discussions about the value of people over profits in business have been around for years. Only time will tell if trend watchers are actually seeing shifts that will stick, or if we are all just spitting into the wind again.


How will you show up in 2013? Your thoughts?


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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The Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories!

The Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories! | Current Updates | Scoop.it
As a business journalist, I looked forward to information from a handful of specific sources each quarter. In fact, my quarterly e-commerce reports would wait

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Karen Dietz's curator insight, December 14, 2012 2:46 PM

Yeah -- what a great reminder! Craft your biz stories as sequenced content!


Better yet, plan a content campaign of sequential articles with a narrative arc.


Or serialize a narrative over several posts!


That is where my mind went after reading this article. Now the author here is really just talking about creating a series of posts over time all on the same topic that work together.


But my storytelling mind said "Woah! There is a lot more here that could be done." 


So this article presents a great idea -- but doesn't go quite far enough for all us biz storytellers. Yet it is still worth curating and reading because of all the tips and points it does make.


Dig in (it's not long), get the interesting stats showing how sequenced content gets results, and start connecting the stories together in a series of articles/blog posts, etc!


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

Karen Dietz's comment, December 15, 2012 10:52 AM
Thank you Beth for re-scooping this! And LOL, I see we both scooped the local stories piece from NPR. Great minds think alike!
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Story Selling in A Winning B2B Integrated Marketing Campaign

Story Selling in A Winning B2B Integrated Marketing Campaign | Current Updates | Scoop.it

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.

 

The year is 2008 and you are in the Financial Services Business.

 

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

 

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

 

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

 

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

 

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

 

"And how has the integrated campaign done?"

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign


Via Ken Jondahl, John Kratz, Karen Dietz
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We Need Social Producers: Catalysts for Conversations, Info & ROI

We Need Social Producers: Catalysts for Conversations, Info & ROI | Current Updates | Scoop.it

This piece came to me from my fellow curator Jan Gordon. She is an EXCELLENT curator and if you follow her curation it will help your business a lot.

What I really like about this piece is its basic question -- are you sharing your biz stories for messaging or for engagement? These are two very different activities and will generate different results for your business.

Read Jan's excellent review below, read Brian Solis' article, and start shifting your storytelling so you can achieve better business results!


This wonderful piece was written by Brian Solis and as always, he captured the essence of what's needed to move your content to the next level, where your audience becomes an active participant. This is where relationships and communities are built, brand advocates, word of mouth and commerce follows if this is done right.

 

Here's what caught my attention:

 

Social Producers are the new storytellers

 

**To thrive in social, mobile and new media in general, we need much more than content producers, we need a new breed of designers that grasp the elements of online sharing and have mastered the ART of social media

 

**They know how to  trigger desirable (and social) actions, reactions and transactions

 

**A new genre of social producers are taking aim at developing content strategies that are not only consumable, they're shareable, actionable and act as catalysts or sparks for relevant conversations.

 

**These social producers are in fact masters of their domains and understand the culture and the laws of information commerce within each

 

The difference between Social Producers and traditional content creators is they begin with social outcomes

 

**they understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy

 

**Social producers think about the overall experience and the effect where a social object is at the center of the dialogue and interaction they envision....within each network

 

**The overall story and outcome defines the nature of the social object.

 

Takeaway

 

**Beyond shareability, the social producers also think about resonance. Conversations on social networks move quickly.


**What was trending an hour ago gives way to  the next social object that captures everyone's attention until that too is replaced by the next shiny object and so on.


**Resonance is a technique that allows a social object to enjoy a greater lifespan and continue to swim upstream while other content strategies wash away in real-time.


**As you think about your content strategy for social networks, do so from the perspective of a social producer.

 

**While the social effect is certainly a goal, the social effect is also the result of social design.

 

**In the end, people are going to talk, so give them something to talk about!

 

Curated by Jan Gordon covering, "Curation, Social Business and Beyond"

 

Read full article here: [http://bit.ly/Qvxa6J]


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janlgordon's comment, September 25, 2012 8:10 AM
Marty, I loved your insights and comments, right on the money - this is indeed one of those articles that ignites that spark in me and I can see in you as well - taking static content and moving it to the next level. Thank you for your kind words and wisdom as well.
Martin (Marty) Smith's comment, September 25, 2012 9:05 AM
Thanks Jan. I think your notes are more valuable than the article and this is NOT the first time that has been true :). Certainly the article by itself isn't as powerful as article + your note, so the very definition of the benefit of content curation - content becomes more valuable with each touch :). M
Josette Williams's comment, October 1, 2012 1:14 PM
Really happy you like this article Gust.