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Advantage YPO Online Presentation October 15, 2014 How Can We - - PowerPoint PPT Presentation
Advantage YPO Online Presentation October 15, 2014 How Can We - - PowerPoint PPT Presentation
Storytelling for a Competitive Advantage YPO Online Presentation October 15, 2014 How Can We Define Storytelling? Storytelling (verb): Engaging the listeners imagination with words, images and actions to entertain, educate and influence;
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You All Have Good Stories to Tell
All manufacturers have compelling stories. It’s up to you to tell them.
- In the US, manufacturers have led the country’s economic
recovery
- Many manufacturing leaders worked their way up – relying on
faith, families and employees to overcome obstacles
- You’re meeting the needs of hyper-demanding customers with
tight deadlines and shrinking margins
- The talent and ability on your teams is absolutely amazing
- You have the technologies and tools to appeal to younger tech-
savvy millennials
- You’re making an impact in your community and in your
industry and paying it forward in a big way
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Manufacturing is Actually Quite Cool
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Your Brand: Where the Story Begins
Your brand is what you want people to think about you. Your mindshare.
- Three Questions:
– What value does your company really produce? – What makes this different than anyone else? – And who cares?
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Elevate the Importance of What You Do
What they do:
They identify and protect premises, products and people with labels, signs, safety devices, printing systems and software, and die-cut materials
What they say:
We are there in the delivery room when a mother first sees her child. We are part of the fight when a pandemic or an oil spill threatens life and the environment. We’ve been to space.
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Launch the Conversation with a Meaningful Differentiation
Donnelly Custom Manufacturing’s position – How Short Run is Done – launches a story that can’t be trumped.
- It owns the leadership position in a defined niche
- It’s confident and only works because they live up to it
- Customers know what to expect. Employees know what to
deliver
- Donnelly is respected today as a go-to company for short-
run molding expertise
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Content Marketing is Driving Storytelling Trends Today
Caution:
- “Quality content is the most
important driver in SEO today” according to a recent Google report
- Boring is kryptonite to good
storytelling – The Content Marketing Institute cites “an unconscious need to be boring” as one of the top reasons B2B marketing fails
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Ground Rules for Good Storytelling
Create stories that people will connect to.
- Say something important about
how you help companies
- vercome challenges
- Give people a reason to
remember you
- Connect personally. Use emotions.
Tell authentic stories
- Be a thought leader. Make a
difference
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Be Someone Worth Talking To
Authentic Change Agent Advocate Inspiring Meaningful Valuable Humble Helpful Creative Thoughtful Relevant Elevates Others Insightful Proven Engaging
Confident Involved
Reformist Smart Courageous
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