Episode 68

068 Park Howell - The Power of Storytelling in Business

In our SaaS Fuel™ Expert Series this week, join our host Jeff Mains and special guest Park Howell on the latest episode of SaaS Fuel as they dive deep into the art of storytelling in marketing. Discover how storytelling can create a shared vision of a better future and engage audiences to take action.

Park emphasizes the importance of incorporating narrative elements into your marketing approach, moving beyond just data and features. Learn how to use storytelling to connect emotionally with your customers and inspire them to take action.

One key takeaway from this episode is the role of the brand in storytelling. Jeff and Park discuss how your brand can serve as the guiding star of your story, with the customer as the hero. Discover how this approach can create a compelling narrative that resonates with your target audience and builds brand loyalty.

Tune in to SaaS Fuel and unlock the secrets to creating a captivating narrative that drives action and fuels your brand's success. Don't just rely on data and features - let the power of storytelling elevate your marketing game!

Key Takeaways

00:02:00 Ordering Coffee Can Be A Challenge: A Story Of A Funny Café Fine

00:03:54 Small Fish Big Pond: Lessons For Sas Company Leaders The Passage Discusses The Importance Of Predictive Algorithms In Brewing Th

00:06:21 The Importance Of Storytelling In Business.

00:10:14 The ABT Agile Narrative Framework

00:11:21 The Three Forces Of Storytelling

00:14:38 Rewriting Content Using ABT

00:16:42 Creating A Shared Vision For A Better Tomorrow

00:17:53 The Importance Of Making The Client The Hero In Marketing Stories

00:20:39 Connecting Through Similarities And Sharing Backgrounds In Communication And Marketing.

00:24:43 The Power Of A Short Story: Ernest Hemingway's Six-word Challenge

00:26:00 Hemingway's Technique For Engaging Readers With Incomplete Stories.

00:30:05 Understanding Your Audience Is Key To Powerful Storytelling

00:34:08 The Business Of Story Podcast Features Global Storytellers And Abt Methodology Users, Including Tremble Marketing Team Training

00:37:53 Sales and Marketing for SaaS

Tweetable Quotes

"Story to me is the single most important yet underutilized tool in growing your business, growing your startup, growing your SaaS platform." - 00:07:26 Park Howell

"And the reason why our brain loves that is our subconscious primal limbic brain is a pattern seeking cause and effect decision making apparatus in our heads and what you're trying to do is to connect with that as quickly as possible and then spoon feed the problem solution dynamic that you are trying to get your audience to understand buy into because you of course have the solution for them." - 00:11:07 Park Howell

"Hemingway knew about that and what he did is he invited you into a story for sale then he added a little bit more tension baby shoes never worn but he never tells you why that it weren't worn which then makes your brain close that story loop because our lipic brain cannot stand inconclusive stories." - 00:25:31 Park Howell

"We tend to wing it and when we wick it we leave open story loops. I want people to be intentional about using this framework so that they can win with it every single day." - 00:31:21 Park Howell

"The best stories are the ones that are true." - 00:22:12 Park Howell

SaaS Leadership Lessons

Emphasize the outcomes and benefits for the customers, rather than the product or service itself.
Focus on the emotional connection with the audience, rather than just presenting data and features.
It's crucial to close open story loops to prevent negative assumptions and misunderstandings. Leaving a story unfinished can create confusion and misinterpretation, leading to potential problems for the business.
Storytelling in business cannot be overstated as it fosters trust and cultivates a strong connection with customers. By weaving stories into their brand narrative, businesses can effectively engage with their target audience, building a sense of rapport and loyalty.

Guest Resources

Business of Story Website: https://businessofstory.com

Business of Story Facebook: https://www.facebook.com/groups/BusinessOfStory

Park Howell’s Instagram: https://www.instagram.com/parkhowell/

Park Howell’s LinkedIn: https://www.linkedin.com/in/parkhowell/

Park Howell’s Twitter: https://twitter.com/ParkHowell

Park Howell (LinkedIn): https://www.linkedin.com/in/parkhowell

Brand Bewitchery (Book/Amazon): https://www.amazon.com/Brand-Bewitchery-System-Spellbinding-Stories/dp/1734308117

Free Book: https://businessofstory.com/saas-fuel/

Resources Mentioned

The Story of Business (Website): https://businessofstory.com/

Brand Bewitchery (Book/Amazon): https://www.amazon.com/Brand-Bewitchery-System-Spellbinding-Stories/dp/1734308117

Sharp Electronics: https://www.sharpusa.com/

Chapman University: https://www.chapman.edu/

Hero's Journey by Joseph Campbell: https://harappa.education/harappa-diaries/joseph-campbell-heros-journey/

Ernest Hemingway: https://www.biography.com/authors-writers/ernest-hemingway

ABT: https://engagevideomarketing.com/podcast/the-powerful-abt-story-framework-with-park-howell/

Trimble: https://transportation.trimble.com/trimble-saas-conversions

Randal Olson: https://randalolson.com/

Episode Sponsor

Today’s episode is sponsored by the book Small Fish Big Pond: Building a World-Class Business That Swims Circles Around Competitors. Why do some SaaS companies achieve explosive growth while others sink into the depths? Why do some solutions inspire fierce brand loyalty while others are interchangeable? What can we SaaS leaders learn from fish? Small Fish Big Pond delivers powerful marketing and leadership lessons guaranteed to enhance your marketing message, wrap value around clients, and guide their buying journey to conclude that your company is the only solution for them. It includes stepxstep frameworks and time-tested growth tools to attract ideal clients, convert them, and transform them into brand ambassadors. Pick up the print, ebook, or audio today at smallfishbigpond.com or your favorite book source.

Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’

Champion Leadership Group – https://championleadership.com/