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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In the professional realm, everyone is trying to persuade someone of something. And doing that effectively increases your influence considerably. But rhetoric is often viewed as negative, which means many people lose opportunities for connections and sales. Most customers know that not all forms of persuasion are bad. In fact, customers seek guidance so it is our job to advise responsibly. Therefore, if you learn how to influence with integrity, you can stand out as an authentic leader. (more…)
Many researchers suggest our Homo sapiens brains are lazy in the pursuit of conserving energy, so we prefer information that can be easily consumed. And many of you listening are doing purpose-driven work to advance social initiatives further and faster through the power of story. But not all stories can be told simply, especially on complicated social issues. So when is it necessary for more nuance and complexity to make your storytelling effective? (more…)
You want to grow your brand. And you know (or are learning) that story is the most powerful tool you can utilize to do so. But you want options in how you tell your stories. Maybe you want it to be a little unconventional. So, learn how to amplify your brand’s influence by telling its story in a unique and incredibly compelling fashion.
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.