The Business of Story Podcast with Host Park Howell

How to craft and tell compelling stories that sell in your story marketing

The Business of Story, hosted by Park Howell,  is one of the top brand storytelling podcasts for story marketers with downloads topping 220,000 on iTunes alone, and tens of thousands more on Stitcher

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your story marketing standout. 

Guests include: Robert McKeeDon YaegerJohn Yorke, Jen Grisanti, Pat Solomon, Jay Baer, Nancy Duarte & Patti SanchezMichael MargolisMichael HyattMargaret Hartnell, Michael Hauge, Dick OrkinBrian PalermoDr. Randy OlsonMichael PortBryan Kramer and more.


From the 70+ 5-star reviews from our fans on
iTunes:

  • “Captivating and informative.”  
  • “Outstanding show. A must listen.”
  • “I’m in love!”
  • “Wonderful storytelling resource.”
  • “An excellent resource for business communicators.”
  • “Blown away!”

Jordan Bower, Transformational Storytelling Consultant and Corporate Intimacy Expert

How Stories Truly Connect Humans In Today’s World of False Connectedness

How Stories Truly Connect Humans In Today’s World of False Connectedness

There are dozens of crucial factors to think about when talking to your audience. Anything and everything in your message should be carefully considered.

However, almost nothing in the world of story branding is more important, and more overlooked than genuine connection. This fact is nowhere as clear as in the case of Pepsi’s infamous ad. Millions of dollars invested, a world-famous star, a positive call to action, great music, bold cinematography; all gone to waste. Where did they go wrong? All the right stuff was there, what happened?

The answer lies in the authenticity of the story they told. This expensive, carefully manufactured, artificial story pales in comparison to the real thing. If a company hopes to share their message with customers, it must be a real connection, based on real events. These real stories are the focus of our conversation today. 

Our guest is Jordan Bower, strategic storytelling consultant, brand marketing professional, and an expert in what makes a story real. His tale began when he walked along the entire West Coast of the United States, meeting thousands of people along the way. These brief views into the lives of so many different people painted a clear picture for Jordan. He realized that the connectivity of social media is nowhere near as important as a face-to-face human interaction. 

From these experiences, he could pinpoint the key aspects that make a story authentic. Jordan’s Four Pillars of Storytelling are a vital knowledge for content marketing. His personal stories, tips, and advice on authenticity and connectivity are integral for making your story work in today’s world of story branding.

Story Marketer of the Week

Our Story Marketer of the Week Award goes to Heineken, for their World’s Apart advertisement. This brief TV advertisement features the interactions of two people with opposite opinions on highly polarized issues; climate change, transgender people, and feminism. Heineken, however, added a twist. They didn’t know the other’s stance on these issues. The two individuals are given tasks to complete, and in the process, find common ground. When the secret is finally revealed, they are given a choice. They can leave, or stay, and talk about their differences over a cold beer. This social experiment not only calls for the viewers to open their minds and hearts but also humanizes those on the opposite spectrum of an issue. For helping those of different beliefs empathize with each other over a beer, Heineken is the Story Marketer of the Week.

In This Show, You’ll Learn:

  • How does social media connection leave us disconnected?
  • What is the importance of authenticity in telling your story?
  • Jordan’s Four Pillars of Storytelling

Key Quotes

  • “A story isn’t just the content we communicate, it’s also the connection.” – Jordan Bower
  • “We can be connected on social media, but that doesn’t actually represent what a true human connection is actually like.” – Jordan Bower
  • “What’s important to remember is that what you’re saying isn’t nearly as important as how you’re saying it.” – Jordan Bower
  • “Business people are people too.” – Jordan Bower
  • “The more we’re connected, the more we’re actually disconnected.” – Park Howell
  • “Data brings you no emotion.” – Park Howell

Mentioned in this episode

Transformational Storytelling | Jordan Bower

Jordan Bower’s Transformational Storytelling Model

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, mompreneurs and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.  

 

Robert Swan | Polar explorer, environmental leader & inspirational speaker

Life and Death Leadership Storytelling From Polar Explorer Robert Swan

Life and Death Leadership Storytelling From Polar Explorer Robert Swan

What do you think is the most valuable survival tool in an arctic expedition? A nice winter coat? Snowshoes? Warm hat?

For a 900 mile trek through one of the most dangerous places on earth, over hidden crevasses, calving glaciers, and frozen landscapes, one of the most critical tools is the ability to communicate the right story.
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Kimberly Manno Reott, Managing Director at Context Partners

How to Use Story Marketing to Make Movements Happen

How to Use Story Marketing to Make Movements Happen

The world of brand marketing is changing rapidly. Ad campaigns don’t work like they used to. Because brands are no longer the storytellers. They’re the story makers handing their stories to their customers in hopes they’ll share it with their world. (more…)

Sally Hogshead, New York Times bestselling author, Hall of Fame speaker, chief executive officer of Fascinate, Inc

How To Define Your Most Fascinating Story

How To Define Your Most Fascinating Story

How would you go about creating a brand story for a person? Would you be able to sell an individual’s personal story or even your own?

We at Business of Story focus on teaching storytelling and branding techniques for media marketers, advertisers, nonprofits, and other business-oriented organizations and leaders.

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Doug Keeley, CEO & Founder of The Mark of a Leader

How Stories Drive Epic Performance

How Stories Drive Epic Performance

In March, The Virgin Group honored storytelling month on its website because Richard Branson believes that the strength and ability to tell stories effectively drives performance in business.

Branson is just one business leader who has tapped into the ancient craft of storytelling to drive performance and mold the behaviors that construct the culture within many of his booming companies. 

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robert rose-park howell-business of story-content marketing

Robert Rose - Content Marketing and Customer Experience Consultant, Speaker, Author, & Startup Advisor & Investor

Why You Must Move from Adverbs to Adventures in Your Storytelling Marketing

Why You Must Move from Adverbs to Adventures in Your Story Marketing

Your customers don’t want to hear about what you make. They want a story about what you make happen. That’s why Robert Rose urges you to transform your marketing department into a storytelling department. Turn your adverbs and adjectives into adventures in your story marketing to move your audiences to action. 

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Ian Cleary, Peg Fitzpatrick, and Brian Fanzo

How 3 Social Media Storytellers Use Video, Visuals, and Vitality in Story Marketing

How 3 Social Media Storytellers Use Video, Visuals, and Vitality in Story Marketing

One thing we can all agree on is that the digital world is a dynamic place to tell our stories. 

Never in the history of advertising and marketing have brand storytellers like you had more ways to share your messages. 

But these days it seems nearly impossible to cut through the clutter, and that’s why there’s a gathering every year in San Diego with the top social media experts to help you figure this out. It’s Social Media Marketing World and it just took place.

During my time in San Diego, I had the privilege of getting not one, not two, but three interviews with wonderful story brand creators.  (more…)

dave gold-bouchard gold communications-politics-tempurpedic-business of story-park howell-data-driven campaigns

Dave Gold - Founding partner, Bouchard Gold Communications

How a Christmas tree provides the framework for great story marketing

How a Christmas tree provides the framework for great story marketing

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. (more…)

melissa huisman-noah lee-sock club-business of story-park howell-commodity

Melissa Huisman & Noah Lee

How to Use Story Marketing to Sell a Ton of Socks

How to Use Story Marketing to Sell a Ton of Socks

Today we are investigating how you can use story marketing to turn a commodity into commotion. We’re talking about elevating a fairly banal item, like socks, into a meaningful and sought after experience—all through the brand stories you share!

I know it sounds crazy, but socks are a $6 billion global industry. Imagine the market share you might carve out simply by disrupting the norm with story? 

Today we’re going to meet two people who have done exactly that through their plucky five-year-old company, Sock Club. That’s right! I am a proud Sock Club member.

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joel-capperella-Business of Story-Park-howell-sales funnel

Joel Capperella - Content Marketing Guru

How to Use Business Storytelling to Fill Your Sales Funnel

How to Use Business Storytelling to Fill Your Sales Funnel

Content marketing is about filling the sales funnel with qualified prospects. We can all agree on that, right?

We can also probably agree that there’s more competition for those prospects now than ever.

What if your funnel is clogged with the wrong visitors? You know, the non-customers? Well, today’s guest shares over 20 years of experience attracting buyers to his sales teams in the enterprise software, SaaS, and technical professional services industries. No easy feats. He knows how to use story marketing to make sure the right customer shows up at the right time to increase your conversion rates.

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