The Business of Story Podcast with Host Park Howell
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Each episode brings you the brightest storytelling content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your story marketing stand out.
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Marketing a product or service requires a deep understanding of your buyer’s persona which requires first identifying the generation they belong to. This is because each generation has grown up with different viewpoints and norms, consequently effecting how they find information and make purchases. However many marketers are still solely focused on millennials, unaware that the majority of consumer purchases are actually coming from an emerging generation, Generation Z (Gen Z). Therefore if you learn how to take advantage of this oversight, you can increase your influence among this generation, resulting in much higher sales.
As homo sapiens, we walk a tight rope between our desire for new experiences and the fear of anything too new or unfamiliar. And when marketers or advertisers find a perfect balance of the two, the chances for mass appeal rise. But mastering the right amount of novelty and familiarity is an acquired skill. Therefore, if you learn how to master the ability to create irresistible content through “aesthetic aha”, you can discover the perfect balance that attracts more customers and clients.
As a Business of Story listener, you know that having a clear brand story is important and can have a massive impact on your organization’s growth. But what if, after making a hefty investment in time and resources to craft your narrative, you can’t gain buy-in from your people? This not only depletes your efforts, but even worse – can actually cost you business. To overcome this, it’s vital to get your people aligned with your brand story to help you win customers, grow repeat business and word of mouth marketing.
If you’re a leader of a purpose-driven brand, you’re seeking ways to advance your positive social impact further faster. But even when you are trying to do good for the world, there may be some who criticize the cause. So how do you overcome that? Learn how you can leverage storytelling to create allies out of adversaries and ultimately propel your mission forward.
As a brand communicator, there are few things sweeter than creating content that goes viral with your target audience. But this is the unicorn of content distribution – a difficult feat for even the most seasoned marketers, one that most will never achieve. Therefore, in this episode, you will learn how to utilize the 5-act story structure as a formula to place the odds of a viral success in your favor.
When was the last time you dreamt about turning your hobbies or interests into a career? But, how many of you shied away due to fear and uncertainty? In this episode, you will learn how one couples’ courage to follow a passion has not only brought them success, but more importantly shapes an imperative story that will impact future generations.
The success of any organization depends on its leader’s ability to motivate and move the group towards achieving its goals. But in order for their motivation to be truly effective, leaders need a compelling approach. Learn how the best leaders utilize 10 specific stories to amplify their influence and success.
Increasingly more organizations and individuals are doing work to positively impact their communities and the planet. And while getting support from others is often crucial to advancing the mission, it tends to be a very difficult feat. That is why applying story structures and techniques to your efforts are vital to gaining buy-in and ultimately advancing the cause.
Businesses that see sustainable, long-term success are those that regularly communicate with their customers. But creating opportunities for candid feedback can be a challenge. To be vulnerable with your audience and invite true connection and honest communication, you must make it easy as possible for both you and your customers.
There are a number of journalists that hope their work will spark a call for change in social injustices. But often the lack of story in their reporting results in disinterest from the public. That’s why crafting a powerful narrative structure is essential to get people to actually care and take action.