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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Selling a product is challenging and if it’s already a commodity, differentiation is mandatory. This can only be accomplished when your audience understands not why your product is better, but why buying into your brand makes their lives better. But far too often we resort to sharing product data and statistics because we think that is what will make our brand or products sound better. In the process, we lose the attention of our audience and also the sale. Instead, learn how to utilize story to connect with and captivate your audience to convert them into loyal customers.
Many brands capitalize on appealing to consumer materialism and have immensely profited by doing so. But those days are numbered, because we are at the beginning of a major shift in regard to the needs and wants of consumers. This creates a huge opportunity for the brands that lead the change, while those that don’t may cease to exist. Therefore, learn how to harness the power of story to emerge as a leader in this new branding era.
Whether you’re an entrepreneur or thinking about becoming one, one thing is for certain: you either have or had a great idea. But convincing others to buy into your vision is challenging, especially when the concept does not exist yet. So, craft your pitch around what they can really buy into: you. (more…)
As entrepreneurs, we all share a desire to increase our influence and customer base to grow our brand. And we can start by gaining the trust of our audiences. But while traditional storytelling is the ideal way to establish trust and rapport, it’s important to look for ways to expedite the process. Utilizing video documentaries just might be the solution you need to take your brand stories to new horizons and connect with your audience faster.
As brand communicators, we have all spent time and resources curating intentional messages. But traditional communication has its flaws. Ambiguities may arise, resulting in time wasted on interpretation or negative repercussions. Fortunately, we can negate ambiguity and convey much more by adding a layer of clarification and deeper connection through visual communication. (more…)
All of us have interviewed at some point or another, and you know that leaving a great impression is imperative because successful interviews are a gateway to better careers, earned press and publicity, and opportunities in general. But, even with an abundance of confidence and expertise, there is still the potential for a botched performance. You see, confidence and expertise don’t mean much if you have not diligently prepared. In this episode, learn how to prepare for any interview so you can confidently convey your expertise and increase your influence.
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.