Once Upon A Time: Enchanting Secrets of Creative and Compelling Storytelling
Speaker: Bobby Lehew, CEO | Robyn Inc.
We all know that successful brands share stories. But the most successful brands share lean-forward stories— stories that compel the listener to think. To act. To do.
In this session, we'll explore multiple storytelling techniques including those developed by Native American storytellers, plus "The Hero's Journey", and the "This American Life" method of storytelling. We'll move beyond "who, what, when, where, why, and how" to discover the four secrets of compelling stories. We'll also explore how to brush off those stale mission and vision statements and learn how to rewind the myths, retell the history, and fore(sell)tell the future by creating customer-centric stories that cut through the noise and allow the customer to speak for themselves. Mostly, we'll banish features/benefits selling forever and learn the simple tactics of spellbound, audience-centric storytelling. This session is an imaginative primer for any person new to marketing but also a refreshing reminder for the grizzled veteran.
At the end of this session you will be able to:
- Craft a customer-centric story using Joseph Campbell's Monomyth as an archetype for storytelling
- Discover the secret connection between storytelling and story-selling
- Tell a story in a way that is This-American-Life compelling