The Business of Story Podcast with Host Park Howell
How to craft and tell compelling stories that sell in your story marketing
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 McKee, Don Yaeger, John Yorke, Jen Grisanti, Pat Solomon, Jay Baer, Nancy Duarte & Patti Sanchez, Michael Margolis, Michael Hyatt, Margaret Hartnell, Michael Hauge, Dick Orkin, Brian Palermo, Dr. Randy Olson, Michael Port, Bryan Kramer and more.
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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!”
You can use business storytelling to give people a reason to make a behavior change and to do that, you’ve just got to give customers an emotional reason to do something. But it can be difficult for us, as marketers, to get out of our business minds and into our emotional brain. Therefore, we can apply some of the best storytelling ideals from the comic book industry to humanize and have more fun with our marketing content and nudge the world in any direction we choose.
As a veteran comic-book-writer-turned-content-marketing-expert, today’s guest may be more appropriate than any other to talk about the superpower of story. Buddy Scalera has written in the “Deadpool” franchise series. He has an incredible amount of books under his belt, but more recently he’s moved on to the pharmaceutical marketing industry. Buddy just spoke at Content Marketing World, and he is one of the most entertaining and informative guests we’ve had on the podcast.
Buddy talks about how to use business storytelling to give people a reason to do something, to act, to make a behavior change. He shows us how to create more cliffhangers in our marketing so that we can enthrall our audiences. And finally, he’s going to share with us the three things he learned from the process of writing for “Deadpool” that he uses in marketing every day. So, I invite you to jump right into the wacky comic book and pharma-marketing world of Buddy Scalera.
“I think what you have to do is put yourself in the shoes of that user and what they’re going through.” —@BuddyScalera (click to tweet)
“People are the heroes of their own story.” —@BuddyScalera (click to tweet)
“Storytelling is about a hero and a conflict. Sometimes a brand is a solution to that conflict.” —@BuddyScalera (click to tweet)
“Without tension, you have no story.”—@ParkHowell (click to tweet)
Mentioned in This Episode:
- Buddy Scalera
- Buddy Scalera on Twitter, @BuddyScalera
- “Richie Rich” by Buddy Scalera
- Marvel Comics
- Ogilvy on Advertising by David Ogilvy
- Seth Godin
- United Airlines
- Bob Hoffman
- Michael Gass
Social media has become a powerful force for brand building, and more content is being produced and consumed daily than ever before. But this democratization of communication where everyone can be a 24/7 publisher and broadcaster makes it difficult to be seen and heard in our Attention Economy. Therefore, live streaming video is becoming the dominant choice to rise above the noise and move people to action.
According to Domo, “Since 2013, the global internet population grew nearly 20% – from 2.4 billion to 3.2 billion people. Connectedness paves the way for innovation, and we see that happening every year with new technologies and services.”
Live streaming video has become the channel of choice for brand storytellers to rise above the noise of this cacophony of communication. On today’s Business of Story podcast, we have live video streaming expert, Kate Volman, who will share with us how to get up and running quickly and stage your first event.
I haven’t done it yet myself. It’s a little nerve-wracking, you’ve got to admit. I mean it’s one thing to be on video and see yourself in all your glory—or gory depending on how you approach it—but it’s quite another thing to do it live, isn’t it?
Live video streaming is becoming one of the most powerful mediums to tell our brand story, be it our personal brand story or our professional brand story. And to be good at it, you’ve just got to get after it.
Kate’s shows us how to get started with live video streaming, the kinds of audio equipment to use, and some planning behind how to promote the livestream and your subsequent recorded broadcast. It’s crazy. It’s fun. And best of all, it’s all stuff you can do immediately.
Livestreaming is like anything; the more you do it, the more comfortable you become with it. It takes on a life of its own. Isn’t that really what we want our brand stories to do? We are the brand story makers. We want our stories to take on a life of their own so that our audiences tell our stories for us.
To do that, of course, we’ve got to be authentic. We’ve got to be vulnerable. We’ve got to have some fun. We’ve got to avoid the banal approach of features and benefits, and we have to enrapt our listeners—and in this case our livestreaming viewers—in story so that they become a part of our journey.
“Livestreaming is a great way to connect with your audience to get people to know you, like you, trust you, and build that relationship with people.”—@KateVolman (click to tweet)
“Whatever it is that you want to create, it’s not going to be perfect. You just have to start doing it, and it’s going to get better and better.” —@KateVolman (click to tweet)
“Once you start going, that’s the only time when the most creative ideas come.” —@KateVolman (click to tweet)
“You can become your own CCN if you like for your own particular business.”—@ParkHowell (click to tweet)
Mentioned in This Episode:
- Kate Volman
- Kate Volman on Twitter, @KateVolman
- Kate’s Equipment List
- Mevo Camera
- GoDaddy, The Garage
- Tony Robbins
- Content Marketing World
- Ian Cleary
- Live Streaming Pros
Boy, do I have a fascinating guest for you today!
This guy didn’t graduate from high school. Even so, he managed to talk his way into college, only to skip out on that, too, in favor of chasing an inspiration he had while eating a McDonald’s Big Mac.
Since launching his company at only 18 years old, it’s grown to now reflect many brands and generate revenue of over a quarter of $1 billion a year—all because he saw a story for himself that he created and lived into. And business storytelling has been at the center of what he does.
His name is Brian Scudamore, the CEO and Founder of 1-800-Got-Junk. That’s right, he’s a junk man who started his company from nothing and built it into a franchising empire.
You’re going to learn about Brian’s beer and barbecue test, and his concept of “the painted picture.” This is the power of story found in the picture you are painting for yourself to live into and prosper from. Brian also shares his three primary story tips that we can all use to build enterprises and grow teams that benefit from the Business of Story.
“It’s all part of the painted picture and it’s all by design. We figure out where we want to go, we don’t question ourselves and we somehow get there.” —@BrianScudamore (click to tweet)
“I paved the way to my success by learning the hard way, figuring out how to run a business, making mistakes with no experience and not looking back.”—@BrianScudamore (click to tweet)
“We are a leadership business that just happens to haul junk.”—@BrianScudamore (click to tweet)
Mentioned in This Episode:
- Brian Scudamore
- Brian Scudamore on Twitter, @BrianScudamore
- Shack Shine
- Young Presidents Organization
- Undercover Boss: Canada
- Birthing the Giants
- Reticular Activating System
- Dave Notte
I’ve got a question for you: do swine swim?
That’s right. Do pigs swim? And if they do swim, do they dog paddle or do they pig paddle? How can you use the story of a swimming pig to sell expensive photography? We’ll answer these and many more business story questions on this episode.
I’ve got an author who has written several books on the subject of business storytelling, and he’s got a new one to share. His name is Paul Smith and he’s just released Sell with a Story: How to Capture Attention, Build Trust, and Close the Sales.
In this show, we look at the six attributes that make up a great story and how can you use those in your daily work as a business leader and communicator. Plus, we share several of the 24 kinds of stories that you should always have in your back pocket. You can pull them out at a moment’s notice, put them into presentations, or use them for your own podcasts, blogs, and social media. They’re proven, they work, and they’re fascinating.
“The word-of-mouth value of a story is way better than a list of dry facts and arguments.” —@LeadWithAStory (click to tweet)
“You need to think about and craft out your stories.” —@LeadWithAStory (click to tweet)
“There’s all kinds of research, cognitive science, that supports our need to share stories and draw meaning from them.” —@LeadWithAStory (click to tweet)
Mentioned in This Episode:
- Paul Smith
- Paul Smith on Twitter, @LeadWithAStory
- “Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale” by Paul Smith
- “Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire” by Paul Smith on Amazon
- Chris Gug
- Lisa Krohn
- Robert McKee
- Big Major Cay
- Ohio Art Fairs
I met today’s guest at Social Media Marketing World following my Business of Story workshop. We hit it off immediately. I’m honored to have Shane McLaughlin, Senior Manager, Content and Social Strategy on Business of Story.
For such a mega organization, Shane has a very down-to-earth demeanor as Senior Manager of Content and Social, helping generate and publish company stories on WalmartOne, the company’s internal communications platform. His job is to rally the troops, hear and share their stories, and connect them with the Walmart journey.
How do you tell employee stories? How do you understand, appreciate and have empathy for their stories? How do you connect on their terms to build engagement?
Shane shares how he does it: to help them get what they want, and they’ll go out of their way to help you get what you want. He unveils his four C’s to building associate advocacy. This is hugely important because, in a worldwide study, only 13% of employees are engaged.
“That’s a travesty,” he said.
Finally, we wrap the show with Shane’s insight on the power of pizza to help you capture and curate stories. I’ll leave it at that, the power of pizza. It’s so simple, you’ll knock yourself on the head and maybe even go order a pizza with extra cheese, pepperoni and story.
“The goal is to create ambassadors in our workforce and to help connect them to the content that is valuable to them.” —@ShaneMcLaughlin (click to tweet)
“Content, of course, is still king because great content gets people to your site. It gets people to engage and click. It gets people to take action.” —@ShaneMcLaughlin (click to tweet)
“There’s a dual role of connection to the audience and learning from the audience and telling their story as we go.” —@ShaneMcLaughlin (click to tweet)
Mentioned in This Episode:
- Shane McLaughlin
- Shane McLaughlin on Twitter, @ShaneMcLaughlin
- Social Media Marketing World
- Rob and Melani Walton Foundation
- Inc. Magazine
- Sam Walton’s Hula on Wall Street
- A Target Employee Documented His First Week Of Work
- Power Wheel Princess Carriage
- Doug McMillon on Facebook
- Doug McMillon on Instagram
If you’ve been following along with the Business of Story, you know that we’ve recorded about 60 episodes so far. Our special guest today covers a subject we have not yet touched upon: crisis story management.
I was introduced to our guest through our wonderful producer, Jess, at Don’t Panic Management. We had a chance to talk on the phone prior to this show as I was racing across Arizona, and it was a fun conversation because although I was driving through some spotty service areas, I was so excited to hear what she had to tell me. It was like our own mini-crisis to begin! Her name is Melissa Agnes and she’s part of the team at Agnes + Day, which is all about crisis story management. As we were chatting about some of the crazy stuff that’s happening in our lives, things that we’re watching right now, from Wells Fargo to Samsung to the Presidential Campaign trail, I just knew I had to get her on the show.
Today we’re going to talk about owning that brand story in the right ways and the authentic ways, and what happens when you don’t own it properly. We’re always going to have crises in our lives, that’s just the way it works, so how do we deal with that as brand storytellers? How do we mitigate the damages that are going to come out of it, whether we caused it or whether it happened to us? Listen in to hear Melissa’s nuggets of wisdom for embracing your brand story and preparing an intentional plan before a crisis presents itself.
“It’s so important to get your story out there as quick as possible, but not to spin.” —Melissa Agnes (click to tweet)
“The longer you wait to tell your story in a crisis, the more you lose control of the story and the more in crisis you become.” —Melissa Agnes (click to tweet)
“There’s this balance between timeliness and accuracy.” —Melissa Agnes (click to tweet)
“It’s hard to build trust, and even harder to regain it.” – Park Howell (click to tweet)
Mentioned in This Episode:
- Melissa Agnes
- Melissa Agnes on Twitter, @melissa_agnes
- Agnes + Day Inc.
- How I Built This: NPR
- Don’t Panic Management
- Boston Marathon Bombings
- “We Are Legion”
- Deepwater Horizon
- Wells Fargo’s Crisis Management Fail
- Are Airlines Being Descriptive Enough in their Galaxy Note 7 Warning?
- Sara Blakely
Are you asking your customers the right questions, and listening to what they have to say? This is how successful brands connect with audiences and control the conversation surrounding their brand story.
Once you get your audience on the same page, you can guide the conversation to your brand’s solutions to their problems and convert them into a customer. An experienced player at this game is Mike Martin, VP of Operations at Brokk Inc, the world’s leading supplier of remote controlled demolition machines.
Sales professionals can especially benefit from Mike’s expertise, since Mike has extensive experience in sales tactics that generate long-term results. Mike shares the key questions he always asks potential customers. And the way he makes his customers’ stories work for his brands. Although there are a lot of different ways to communicate with customers now, person-to-person communication and understanding always comes first.
It’s also part of another strategy Mike shares that will help you multiply your client list by utilizing your current clients. Learn tips to get to know your customers, control your story, and how to use stories to close the sale.
What story have you been telling yourself every day? Are you following your passion? Jennifer Keitt, life coach and host of The Jennifer Keitt Show, joins the Business of Story Podcast to discuss how to own your personal story and follow it to success. Through defining your personal story, you’ll be able to discover your true path.
To have a successful recognized personal brand, owning your name and content is crucial. Taking the time to redefine your personal story will help drive your future success. After taking a big risk and making a shift in her career, Jennifer created and produced The Jennifer Keitt Show, which is now a highly popular and successful radio show.
Jennifer discusses why it’s critical to get out of your comfort zone and create a positive attitude. She also shares tips and advice about the importance of owning your current story so you can create a new one, surrounding yourself with encouragement, and selling your new story to the world.
If you redefine your story, you’ll redefine yourself.
Need help writing your new story? Start redefining your story now with our easy, interactive DIY story workbook.
Brands aren’t just storytellers – they’re story creators, too. Once you have your brand story straight, let customers and followers help you tell it through shareable moments and experiences. Social Media Examiner‘s Founder and CEO Michael Stelzner joins the Business of Story podcast to discuss about why creating fantastic events can help build your brand’s story, the future of algorithms, and the importance of having your own digital home ground.
Imagine your fans being so excited about an upcoming event that they are talking about it a full year ahead of time.Events like Social Media Marketing World are the perfect example of how digital storytelling can skyrocket your brand to success. But how can brands create events and experiences worthy of being shared on social media?
Michael Stelzner, the Founder and CEO at Social Media Examiner, has fine-tuned the art of putting on fantastic events that draw eager crowds and lots of media and consumer coverage. He’s all about connection, early engagement, and crafting memorable experiences for his consumers. When you build excitement, value, and provide the space for sharing, consumers can quickly become brand advocates.
Michael also chats with us about setting up opportunities for organic growth, engaging with fans early on, the growing value of micro-niche markets, and how to create your own fun.
What are the 16 characteristics of greatness, and how you can apply them to your storytelling marketing? Don Yaeger, award-winning keynote speaker, business leadership coach, and an eight-time New York Times Best-selling author, joins us for the Business of Story podcast to discuss how empathy and asking the right questions are the core of compelling storytelling.
From years of interaction with extraordinary individuals, he has derived 16 characteristics of greatness that apply to successful business storytelling strategies.
One of the most vital aspects of a good story is asking the right questions. We need to be able to break down barriers to really open up our story. Using empathy and humor, Don Yaeger walks us through his detailed interview process, which includes asking unique and driving questions that will create interesting stories.
Want more insight on Don’s storytelling marketing tips and techniques? Visit Don’s website Donyaeger.com.