Launch your influence
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The document discusses how to effectively launch influence through storytelling. It emphasizes that compelling stories capture attention and have forward-ability by putting the reader/customer at the center of the story, disrupting old patterns, and creating an experience that readers want. Journalists are reminded to consider the type of reader as well as creating an engaging experience when telling stories. The document stresses that an effective brand story generates perception of connectivity, clarity and belief by finding a universal theme that audiences can relate to their own experiences.
Launch your influence
- 1. 2. LAUNCH YOUR INFLUENCE © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 2. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 3. Put yourself in the story Compelling stories persevere because of the fundamental truths behind them. They reduce resistance and get past critical thinking filters. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 4. In the old days, when you want to tell your story (had things to say) - you wrote it in your diary © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 5. Now, everyone is a journalist © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 6. In the age of the ACCELERATION of everything where …… People have more choice And less time © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 7. ALL marketing is now seen as disruptive marketing because it disrupts people’s lives © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 8. What you say must CAPTURE ATTENTION and have FORWARD-ABILITY factor © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 9. In other words, what you say must have a … © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 10. Disruptive marketing © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 11. Disruptive Influence © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 12. Journalist make their living telling stories. Here’s what they NEVER FORGET 1. The kind of reader (customer) you want. 2. Create an experience readers want. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 13. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 14. PERCEPTION A brand is more than a name, a logo, or a tagline; it’s the STORIES that people tell about you. How is your brand perceived? © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 15. CONNECTEDNESS Do others see and recognise their own story through yours? What makes your story real & approachable © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 16. CLARITY Have you told the right story? Examine your choice of stories © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 17. BELIEF Does your story give people hope and is it true for them? Create a story worth believing. Choose an angle that helps people to believe your story. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 18. Blockbuster Small stories are difficult to get behind and to connect. Look for a universal theme that makes your audience the hero. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 19. Continuity Nobody likes abrupt change. Does your story reinforce the audience view? Find something your audience agree with. Build your story around it. © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org
- 20. Like to know more? Register for our next HERE welcome evening or live webinar © 2011 Linchpin Academy Ltd All rights reserved www.linchpinacademy.org