REPLAY: How to Go Viral and Sell More with Memes [Facebook Live Show]

Posted on Posted in Facebook Advertising, Facebook Marketing, Facebook Posting, Social Media, Social Media Marketing, Viral Marketing

Episode CINCO of Live Online Learning (LOL):

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Here’s what we talked about, in addition to attendee live questions we answered:

  • What are MEMES?
    • “An element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, especially imitation.”
    • “A humorous image, video, piece of text, etc., that is copied (often with slight variations) and spread rapidly by Internet users.”
    • Not unlike cover songs or music sampling by hip hop and EDM artists
    • By nature there is some conflict with copyright and intellectual property, but the law supports music sample and hip hop- memes are very similar.
  • Why use MEMES?
    • Results
      • Big engagement
      • Free shares (viral)
      • Traffic, leads and sales
    • People love them, tap into what they already like
    • Quickly recognizable
    • Fun
    • Easy to create
  • How do you use MEMES?

32-Cent B2C Leads and $1.82 B2B Leads with Quizzes and Facebook Ads

Posted on Posted in Facebook Marketing, Internet Marketing Strategy, Lead Gen, Social Media Marketing, Social Media Strategy

When we do lead generation for clients- we have achieved $0.32 B2C leads and $1.82 B2B lead with quizzes! We help them create quizzes, ebooks, checklists, whitepapers, and then run Facebook ads to generate the leads.

Why?

Most people won’t buy the first time they hear about you. If you want customers, you need a list of people to contact over and over again. Those are called leads. You need to generate leads.

If you want to do lead generation you need lead magnets.

The lead magnet is why people would give you their contact info.

Maybe it’s a white paper… maybe it’s an ebook

Hopefully it’s NOT just an email newsletter because email newsletters are BORING… and annoying.

Almost every website you go to there’s a gigantic pop up that says, “Hey, here’s my email newsletter! Jump on my email newsletter! You’ve got to get on my email newsletter if you want your life to be good! If you want your business to be good! OR click NO if you don’t want your business to be good because you’re stupid and you suck and I’m guilt-tripping you and that’s pretty obvious! WAIT WHERE ARE YOU GOING???”

So the question is what’s a good lead magnet?

  1. Get their contact info: What’s going to spur people to give you their contact info?
  2. Satisfy them: What’s going to make them happy they gave you their info?
  3. Increase your conversion rate: What’s going to maximize the number people who give you their info?
  4. Go viral: What kind of lead magnet gets shared the most?

Quizzes get shared the most overall in social media… but it’s a little bit more complicated than that.

The Lead Magnet Types That Get Shared The Most

Quizzes gets shared the most on Facebook.

White papers get shared the most on LinkedIn.

Here’s the full chart:

lead-magnets-shares

This data came from Buzzsumo (which I call “the Google of highly shared content”).

One consideration in your choice of lead magnet is: which social network do you want to thrive on?

Most of us care about more than one.

You probably care mainly about Facebook, LinkedIn and Twitter, right?

Some people try to be active on all of the social networks, but usually those people spread themselves too thin, and you don’t want to be like that right?

Maybe if you have a big company, and you’ve got 25 people working on it you can do that, and that’s great.

So you are going to have to create a bunch of content, and you need to decide: “Am I going to create a books or quizzes or white papers or what am I going to create?”

Are you going to have a team of people creating it? Great, but what kind of content are they going to create? And how far is that content going to go given how these types of content do on different social networks?

My recommendation would be to choose your lead magnet type according to:

  • What people like and share
  • What people convert on
  • What takes the least time to create

The third factor is really important. If you take 6 months to create a 100-page ebook, and it flops… or 2 months to write a highly-research expert-collaborate whitepaper that doesn’t convert customers… how many quizzes or 5-page ebooks could you have written and tested in that timeframe?

You can get a quiz going in a week. A 5-page ebook in a couple weeks. A checklist in a week or two.

Easy.

Digital Marketing mega-success comes from testing more things faster. Not just quality but also quantity. So make sure you have diversity in your lead magnets and you’re not putting everything into one hugely-time-consuming lead magnet.

If you refer back to the chart…

lead-magnets-shares

If you do quizzes, checklists and short ebooks, the combination of those three content types will have you doing well on Facebook, LinkedIn and Twitter. Your major social media platforms are covered, and these are lead magnet types you can get created quickly and affordably.

Smart strategy.

Here’s an example B2C Quiz:

To promote a book, we created this B2C quiz…

quiz1

 

And with Facebook ads we attracted leads for $0.32 apiece. (It’s not running anymore, though.)

For our own marketing agency, we use a variety of quizzes. This one:

bcgquiz

…gets us leads for $1.82 apiece. (And you can click on it to take it, if you like.)

Why the celebrity approach? Because these people are recognizable, and we’re using the identity psychological trigger… A lot of people are walking around asking themselves, to one degree or another, “Who Am I?”

If you analyze enough of the most shared content via Buzzsumo, this is one of the patterns you’ll see. Identity quizzes are huge.

“I am my sports team, my job, the style of clothes I like, the TV shows I like, my political party… etc.”

Even if your prospect is pretty sure who they are, they still want confirmation that they’re right- they look at the people in that quiz and think, “I want to be Steve Jobs, I sure hope it doesn’t say I’m Bill Gates!” or the reverse of that, depending on who they are; maybe they think Steve Jobs was a big jerk and Bill Gates is admirably altruistic. Whatever. Identity is relative, and as a marketer, you need to be neutral.

The other type of quiz is a score quiz… “Only Real Friends (TV Show) Fans Can Get 15 of These Questions Right” plays into their fandom and their pride… but of course it has to be relevant to what you’re marketing.

But how to conceive a quiz that’s relevant to what you’re marketing and qualifies the lead? Well, that’s part of our process as consultants. 😉

The Data Says: Fans Aren’t Buyers and Buyers Don’t Care About Your Fanpage

Posted on Posted in Conversion Optimization, Digital Marketing Strategy, Facebook Marketing, Internet Marketing Strategy, Social Media Marketing, Social Media Sales, Social Media Strategy

There’s an assumption in social media that if we get fans or followers and cultivate and invest in those relationships, that will create buyers- and possibly even loyal customers.

Well, you know what they say about assumptions, don’t you?

(If you don’t, ask somebody- I’m not going to say it here, because it’s a little inappropriate!)

spaceyknow

What if cultivating relationships and engagement with customers doesn’t lead to sales?

Ok, so engagement probably leads to SOME sales. What if it doesn’t lead to very many sales? What if they’re really expensive sales and it’s not profitable?

The data we have from all our clients suggests that for the most part…

Buyers aren’t fans. And fans aren’t buyers.

By the way, before I show you all the data, which some of you are not going to like, let me share a story from when I used to be in alternative medicine…

I used to read a ton of research, because I had to find proof that the acupuncture and herbs I was learned and practicing wasn’t a bunch of B.S.

During all that reading, I ran across this study of medical doctors. It was research about how medical doctors read and responded to research. It turned out that, for the most part…

  • If the conclusions of the research conflicted with their preexisting beliefs, they would always question the study’s methodology.
    “It must be wrong, so there must be something wrong with the study or data.”
  • If the research conclusions agreed with what they already believed, they didn’t look at the methodology at all.
    “It’s what I believe so the way it was done must have been fine.”

The upshot? Even our super-smart and scientific doctor friends believe what they want to believe and don’t want to be swayed by the data when it disagrees with their beliefs.

It’s hard to be scientific and objective. It’s hard to be open-minded, because it means you sometimes have to be wrong. Being wrong means you need to change.

We don’t want to change. We want confirmation that we’re already right. We want to keep doing what we already do.

Which is why every agency or social media person that gets paid to do engagement is going to question the validity of the data I use in this post 😉 

But this data is based on anywhere from hundreds of thousands of people to millions. In most cases, it’s based on more data than their beliefs will be.

If you disagree with this post- email me (brian at bcg (spell it out) dot com) and tell me what your data is, and how many datapoints or people are in your data. 🙂

Digital Marketing History: From Conversions to Engagement back to Conversions?

How has digital and social marketing evolved?

  1. I started in 1999 with SEO and AdWords, when the whole digital marketing industry also just starting, and everyone was very focused on traffic, leads and sales.
  2. Around 2007 and 2008, Twitter exploded and everyone got excited about engagement and relationships.
  3. By 2010, Facebook was getting hot and companies wanted to grow fans. Initially our first Facebook ads clients back in 2010 all wanted fans. For years, they wanted more Facebook post engagement with those fans and others. Many companies still are chasing post engagement.

Both the original Twitter explosion and the Facebook fan and post engagement movements center on the philosophy that businesses need to be human and relationship-oriented; which you certainly can’t argue with…

Humanized, personable brands certainly are powerful. And relationship building and personality clearly work for one-on-ONE networking. If you’re a salesperson, building relationships makes a ton of sense. No one can argue with that.

But does one-to-MANY big-brand relationship-building create more sales and profits?

Let’s look at the data…

Diving into Consumer Data

As we’ve shifted our Facebook clients toward leads and sales, and as we’ve done Facebook Marketing/Strategy Audits for new clients using Facebook’s data (which includes data from Datalogix, Epsilon and Acxiom)…

  • Analyzing creative and targeting: what has worked and what hasn’t?
  • Investigating customers on buyer email lists: who are they?
  • Discovering prospects on lead lists: who are they?
  • Reviewing fans: who are they?
  • Characterizing ideal buyers: what makes them unique compared to non-buying prospects and non-buying fans?

buyers

Correlating the email addresses, Facebook tells us what it knows about these people, plus:

  • Acxiom has detailed entries for more than 190 million people and 126 million households in the U.S., and about 500 million active consumers worldwide.More than 23,000 servers collect and analyze more than 50 trillion data ‘transactions’ a year. pigeonhole people into one of 70 very specific socioeconomic clusters (personas) in an attempt to predict how they’ll act, what they’ll buy, and how companies can persuade them to buy their products.It gathers its data trove from public records, surveys you’ve filled out, your online behavior, and other disparate sources of information, then sells it to banks, retailers, and other buyers.
  • Epsilon has the world’s largest cooperative database (over 1 Petabyte of data across global data centers) with over 8.6 billion consumer transactions and 4.8 billion business transactions. The different data Epsilon sells includes age, profession, residence, ethnic information and political affiliation.
  • Datalogix, acquired by Oracle in 2015, now called “the Oracle Data Cloud,” it helps Facebook advertisers find customers on Facebook by onboarding first-party data, target customers through relevant audiences, measure campaign effectiveness based on offline purchases; their expertise spans across all industries including; CPG, Retail, Auto, Travel, Financial Services, Telecommunications, Technology and more.Datalogix aggregates and provides insights on over $3 trillion in consumer spending from 1,500 data partners across 110 million US households… across Auto, CPG and Retail Industries;DLX Auto: 99% of all U.S. Sales Captured, 20+ years of ownership data;DLX CPG: 50+ Grocery Chains; 7,000 brands; 300+ categories;DLX Retail: 10 billion transactions; 1,400 retailers; 1,000+ categories.

And by the way, discovering and targeting the ideal buyer is powerful- see our case study of how it lowered one company’s cost per lead by 84% and cost per customer by 60%.

We’ve looked at the data, and the data says: in many cases, buyers aren’t fans, and fans aren’t buyers.

For example, here’s the overlap (or lack thereof) between one company’s…

  • Facebook fan base,
  • Prospect email list and
  • Customer email lists…

buyerfanoverlap

Across a number of these audits, we see anywhere from zero overlap to 35%, but that 35% is the exception. The average is 1% or zero.

These are the facts…

That doesn’t mean that you can’t:

  • Create campaigns to get buyers engaged, or
  • Target your fans better to get them to engage…

But what’s more interesting is this:

When we analyze the difference between loyal buyers, non-loyal buyers, and leads who don’t buy, in many cases, we look at the Facebook activity of

  • Buyers vs the non-buyers +
  • Loyal buyers vs non-loyal buyers…

…the buyers and the loyal buyers tend to score LOW in post likes, post comments and post shares:

interactionofbuyers

In the chart above, the light blue area is the Facebook average. The dark blue is what the loyal buyers are doing. As  you can see, they’re:

  • Liking fewer pages than the average Facebook user
  • Commenting less than the average Facebook user
  • Liking fewer posts than the average Facebook user
  • Sharing fewer posts than the average Facebook user
  • They’re even clicking on ads less, so we should expect and be OK with a lower ad CTR

We’ve seen this pattern in many buyers and loyal buyer groups.

What does that mean?

Often, the more of a buyer someone is, the less of a social media engager they are.

Now, of course this is not true for every brand…

There are some brands with highly engaged buyers- depending on that brand’s psychographic or demographic.

There are exceptions, and you should analyze your own customer and prospect lists to discover the truth about your customers.

But be open to the idea that your best buyers and your most loyal buyers may not be the people who want to engage with your fan page or posts.

Think Realistically About Buyers and Engagement

When you go to Amazon to buy, are you feeling chatty?

Or do you just want to buy the danged thing and get going?

Speaking for myself, I might do some research or comparison before I select the item or the company to buy from, but I’m not in the mood to like or comment on Facebook posts- I’m ready to buy.

I’m often buying something that few or none of my friends have ever bought. I may not be in a community of people based on that thing I’m buying, so trying to get that purchase info socially is not always realistic. Not all purchases are social- and not all the people who buy them are social.

For example, I rock climb, and I even have a local climbing gym, but I don’t care at all what the guys at my local climbing gym think about my next pair of climbing shoes- I just read the Amazon reviews. That might be a form of social, but it’s not on Facebook.

On the engagement side of the equation, who are the most socially engaged people you know?

Consistently the Facebook tell us the most engaged demographic is 13-18 year old females. They’re also one of the groups with the least money! They’re high engagement but don’t have much buying power.

Facebook Audience insights won’t show us the 13-18 group, but here are the 18-24 females:

1824fem

 

See how every interaction is above average, except for promotions redeemed- interesting… redeemed promotions requires money, and they’re only average at that.

Now, think about the no-nonsense rich powerful guy in his 50’s; does he want to sit around and engage  with you on Facebook? No! He barely even wants to be ON Facebook! He want to get in and get out, because he has more important things to do. The following chart is the activity level of the over 50 guy with a net worth over $1 milion:

over50over1mguy

As soon as I switched it from both genders to men only, the activity dropped. And by the way, in some of our audits, we find that the loyalty groups are more men-predominant… so there you go- loyal buyers not wanted to engage on Facebook!

Early in our Facebook marketing days, we had a client whose customers were all action sports dudes- they all wanted to buy GoPro helmets, but none of them wanted to interact with Facebook posts. They just wanted to go outside and do stuff. They weren’t into social media engagement. Make sure you know your audience.

There are some exceptions- some of the female demographics are very engaged- but again, this engagement doesn’t always lead to sales. I recommend a healthy dose of skepticism, measure your engagement tactics and monitor very closely whether they’re actually converting.

So many social campaigns are called successes based solely on engagement metrics- yet here’s no proof they’re leading to any bottom-line results.

Is It Because of How Facebook Ads Work?

There is actually a really good reason about why buyers would not be fans and fans would not be buyers- and it’s baked right into how Facebook ads work.

The ad type you choose adds another level of targeting to the ad- so

  • When you do a page like ad or a post promotion ad, your ad is shown to the type of people who engage, but not necessarily those who click links or buy.
  • When you do a conversion ad, you’re shown to the type of people who buy, but don’t necessarily engage.

The fact is, some people are more likely to do one or the other, and the Facebook ads display algorithm picks the subgroup based on your ad goal.

So, if you want to beat that, you’ll have to

  • Do conversion ads targeted to fans (but stop them if they’re not cost-effective)
  • Run post promo ads that get conversions (but often these are not cost-effective)

You’ll have to keep an eye on the costs of both. In our experience, they are not the most profitable approaches.

The Most Cost-Effective Facebook Strategies

We find that the best approach is not this strategy:

assumedfbstrategy

With every step in a digital funnel, most people drop out, so longer funnels are not good.

Reachpocalypse happened, and now organic visibility on average is only 2.6%. You have to pay to get fans, pay for visibility, and then post promotion ads don’t tend to lead to affordable link clicks.

The entire process is very expensive, and you spend a lot of time with fans who may be more interested in engaging than buying.

The fan marketing is the strategy the entire industry started with, and it wasn’t until we tried other methods with multiple clients, the data convinced us this wasn’t the most efficient method.

This strategy is better:

bettersalesstrategy

Here we’ve cut out three steps, which means losing three failure points.

We can still target fans, or email audiences, or totally new cold audiences, but we send them directly to the website right away. If they don’t buy right away, we retarget them.

The website retargeting ad guarantees a higher quality visitor that’s more likely to buy (this is a second level of targeting I’ll explain on further slides).

Cost per sale is as much as 90% lower with this method than the fan marketing method.

We recommend you use conversion ads to go straight for sales.

And if you’re doing lead gen before sales, use this:betterleadgen

That’s it.

Get to it!

Do You Know What Your Customers Like?

Posted on Posted in Facebook Marketing, Internet Marketing Strategy, Social Media Marketing

There’s really no point to posting something on Facebook if people aren’t going to be engaged in it.

If they don’t watch it or click on it or something, people aren’t going to see it very much and they’re going to stop seeing your stuff. That’s how the Facebook algorithm works. Whether you are a person or a company page, you have to be engaging or you will become invisible.

That’s how the newsfeed works, so you have to get engagement.

If you have a Facebook page and you’re not checking your engagement rate, or you don’t even know what an engagement rate is, you’re not even in the game.

This is the biggest metric that matters and you need to know which of your content is getting engagement and which isn’t.

If you don’t know that, you’re not even in the game.

You got to get on the Facebook page, click on insights, click on your posts, and then click on that metric that says engagement rate…

… and find out which of your posts are getting engagement and which ones aren’t. You got to figure this out.

You got to start separating in your brain, “Which of my posts do people interact with and which ones do they not?”

You got to start caring which of your content people like and which they don’t.

e75f25c7eb9b46022b8263d4acd8d2a6

You’ve got to stop putting out content that people don’t care about.

Please.

Look, it’s just like being in a conversation with someone….

  1. If you’re talking to people and you’re not listening to them and
  2. you’re talking about stuff they don’t care about and
  3. they start ignoring you and you keep saying the same things,
  4. you’re not going to have any friends.

You’re not going to have any great conversations anymore.

30f182ebb6d6d7813e88d015b0ba03c0

You have to listen and THE WAY YOU LISTEN on Facebook is by looking at the DATA.

The data is the engagement rate.

You have to listen to your audience by looking at the data and engagement rate is the way you do that.

You need to pay attention to this and learn what kind of content your customers love.

You’ve got to do it.

3

 

funnnynotlistening

How to Get 1,000 Facebook Video Views for $4.37

Posted on Posted in Advertising, Facebook Advertising, Social Media Marketing, Video Marketing

Facebook Views 4.37Wowza, we’ve hit new performance levels for Facebook ads for video for one of our clients: $0.004 per video view… that’s 1,000 video views for $4.37… because my wife and co-Facebook advertising expert Lynda Harvey-Carter is a hard workin’ Facebook ad genius…

And yes, this is to U.S. audiences…

How did we do it?

First, we spent time testing the targeting audiences and the creative with page posts and lead gen ads.

So we’ve been learning

  • Which targets work best and which don’t, and
  • What kinds of creative (images, headlines, copy) they respond to and which they don’t.

You have to always be:

  • Understanding your customer better and better and then
  • Creating ads that stimulate their emotions more and more

That means creating 5-10 ads at a time. If you only create one or two ads, you’re doomed. Even if you’re testing just one video, you can:

  • Show it to different targets
  • Write different phrases above that video to pre-frame how they think about that video

Don’t make just one video- make 3 videos or 5 videos. You don’t know which video  is going to be a hit. No matter how smart or experienced they are, even expert marketers often guess wrong.

Let the customers tell you what’s amazing. How? By putting a lot more creative in front of them. You’re not the customer, even if you are, because you’re too close to it. You know too much.

Keep in mind that a “video view” on Facebook is really just 3 seconds.

In this case, we achieved 30-second views for 2.7 cents each, which is super affordable.

But the point is, you’ve got to hook them at the beginning (give them a reason to watch to the end) and don’t make your videos too long.

The next level with video advertising is learning how to get people to stay with the video…

…most people don’t think about videos this way yet, because they assume that everyone will watch the whole video. But analytics tell us that’s just not so.

Go to the analytics for any of your YouTube videos, and look at the retention graphs.

You’ll see something like this:

You lose a ton of people right away, and you lose more continually. Only the hardcore viewers stick… unless you get clever with your structure.

For example:

  1. (0:01 – 0:03) GRAB ATTENTION: How do you get them to watch (and turn on sound)?
  2. (0:04 – 0:10) HOOK/PROMISE/MYSTERY: How do you get them to stay til the end? This doesn’t have to be a promise you’ll give them something, but could be that you’ll tell them something, show them something, or even more subtly, you’ll answer a question that has developed in their head, which you may have asked outright, or you may have caused them to ask in their head- a mystery! Another example of this kind of thing you’ve probably seen is those list posts 10 Whatevers and #3 Changed My Life!
  3. (0:30 – 1:00) The longer your video is, the more you have to think about KEEPING ATTENTION or GRABBING ATTENTION ANEW and
  4. (1:00 – 1:10) REHOOK/RESTATE PROMISE that’s coming before the end of the video or even
  5. (1:11 – 1:30) ADD ANOTHER PROMISE OR MYSTERY for later in the video

Do video ads get clicks and leads and sales? They can, but keep in mind that…

Every Facebook ad has one goal.

  • If you want clickthroughs, use a website click ad.
  • If you want conversions, use a conversion ad.

If you’re not using Ad Manager or Power Editor, you won’t know what I’m talking about. You can’t do this with “boost posts.” If you’re still boosting posts, you’re in Facebook Ad Kindergarten. Time to grow up and use the big kid tools 🙂

That means a robust FB ad account needs multiple campaigns with multiple ad goals. You want to hit your customers with multiple types of ads that each have a different goals. Start there.

That said, if you run enough variations, you will find some post promo ads or video ads that lead to clickthroughs and conversions, but conversions from video ads will usually be more expensive than those from website conversion ads. Often the CPC from post promo ads or video ads is $1-2 or more… and that’s high for Facebook ads. But if you’re using conversion ads, we’ve seen $0.11 leads, $0.54 leads, $2.00 leads… so expect video ads to get you video exposure, nothing more. Anything else is a bonus.

In some cases, a video helps you more on the landing page than in the ad, if you’re thinking about cost per sale. Even then, sometimes images do better than videos. Are you split-testing your landing pages? Don’t assume anything. “Videos will convert better,” is an assumption.

All of this stuff- the strategy, and the how to create and optimize the ads, is in my Facebook Advertising Leads and Sales Course… Get in there so I can teach you everything!

Enjoy and let me know if you have any questions!

Speakers, Authors & Consultants: Do It Marketing with David Newman [Video Interview]

Posted on Posted in Branding, Digital Marketing, Interview, Sales, Social Media Marketing, Social Networking

David Newman is a nationally-recognized marketing expert and author of the Amazon #1 bestseller “Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition.”

David runs a marketing and training firm dedicated to helping speakers, consultants, and high-fee experts maximize their influence, impact and income.

David’s instant-action marketing advice has been featured and quoted in The New York Times, Investors Business Daily, Sales & Marketing Management, Selling Power, Forbes, Fortune, Entrepreneur Magazine, and hundreds of media outlets throughout North America. Free marketing resources are online at http://www.doitmarketing.com

Rocking Content Marketing w/ Jason Miller [Video Interview]

Posted on Posted in Content Marketing, Interview, Marketing Automation, Social Media Marketing, Social Media ROI

My hair is conveniently too long for this interview with author of the #1 Amazon best selling book Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing Up to 11, Jason Miller… Jason leads global content marketing efforts at LinkedIn Marketing Solutions. He’s also an avid rock n roll photo journalist.

We talked about:

  • Jason’s Rock N Roll Story And Why He Got Out Of The Music Biz
  • Why You Need To Be A “Hybrid Marketer” and what the heck that is
  • Philosophy Vs Science Of Marketing
  • Big Rock Content
  • What Leftover Turkey Can Do For Your Content Marketing
  • 5 Content Marketing Lessons From Gun N Roses
  • The Sophisticated Marketer’s Guide To Linkedin
  • Creating Standout B2b Marketing Content
  • Marketing Automation

Storytelling In Business: Video Panel with Tamsen Webster, Felicia Slattery and Kathy Klotz-Guest

Posted on Posted in Interview, Social Media Marketing, Storytelling

Panel interview with Tamsen Webster, Felicia Slattery and Kathy Klotz-Guest.

Some of the questions and topics covered:

  • Why do humans love and need stories?
  • What do we mean by story in business?
  • What’s missing from non-story marketing/advertising?
  • Which elements of story are we talking about? Hero? Character arc? Conflict? Good guys and bad guys?
  • How do you start creating a story for a business?
  • How does a solopreneur create their story?
  • Storytelling on Kickstarter; storytelling for entrepreneurs trying to get funding (silicon valley)
  • What are some examples of storytelling in business?
  • What mistakes do people make trying to tell story in business?

Tamsen Webster is the Executive Producer of TEDxCambridge and both the CMO and the SVP for Executive Communications and Coaching at Oratium. Part “idea whisperer,” part brand strategist, and part presentation coach, Tamsen is a mapmaker for messages. She helps people and organizations craft the conversations that turn ideas into action.

Kathy Klotz-Guest MA, MBA, is a marketing storyteller, speaker, and comic improviser. Founder of Keeping it Human, Inc., Kathy’s mission is to help clients turn marketing-speak into compelling marketing stories that customers act on. She has 20 years’ experience in marketing, stage comedy and writing, and all of her teeth.

—-
Communication expert and #1 Amazon best-selling author of “Kill the Elevator Speech,” Felicia Slattery is the creator of the Signature Speech™ system and co-creator of Signature Speech & Webinar Wizard. Her clients include experts, entrepreneurs, CEOs and celebrities to help them deliver speeches and communicate like a pro to get amazing results.