This is the 13th episode of my podcast CMO Stories: conversations with Marketing Leaders from all over the world about their challenges, tools and tactics.
My guest for this episode is Park Howell, Business Story Strategist, Keynote Speaker, Sales Storytelling Coach, Podcaster and Brand Raconteur at Business Story
Business of Story.
Your story matters. Especially if you want to grow sales. Attract and retain top talent. Open more doors and close more deals creating life-long customers. But...
...if you don't tell your story, everyone who matters to you will make one up about you. And you probably won't like it.
For 35 years in branding, marketing and sales, Park has preached being different and distinctive. But now he knows that's not enough. You need to know how to share your story with the world.
He'll show us how ... easily & happily.
After running his ad agency, Park&Co, for twenty years, in 2016 he did a wacky thing to most. He shuttered his shop and struck out on a new adventure to help leaders like excel through the stories they tell.
Now he consults, teach, coach and speak internationally working with brand leadership, their marketers and sales teams to craft and tell endearingly authentic stories that sell.
He hosts the popular Business of Story podcast ranked among the top 10% of downloaded shows in the world.
Everything he has learned so far about business storytelling is captured in his new book 'Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand'. He has also co-written 'The Narrative Gym for Business – Introducing the ABT Framework for Business Communication and Messaging'.
In this episode we will discuss the ABT framework and do a practical exercise for my own personal brand.
This episode was recorded via StreamYard call on March 30, 2022.
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When you tell your brand story, you help potential customers understand who you are as a company (and who you aren’t). You can set expectations of what they can expect from doing business with you — whether it be a product or service experience — and potentially influence their buying decisions. Every interaction with a customer is a chance to reinforce what makes you different and build loyalty. But how do you master the art of storytelling to ensure predictable sales?
In today’s episode, we have Park Howell, a Business Storytelling Strategist, Keynote Speaker, Sales Strategist, Coach, Podcaster, and Brand Raconteur at Business of Story. Park has been in the marketing branding, and sales world for 35 years, and 20 of these years running his own ad agency, Park&Co, in Phoenix. Born and raised in the traditional marketing era that relied on the mainstream media, Park has witnessed technology turning digital media platforms (social media and websites) into the mass media - something he says has taken the fun out of advertising and storytelling with too much noise.
To help through the noise, Park knows there’s only one way to stand out: Create and use the power of storytelling. Park spent his years in the early 2000s studying and mastering Joseph Campbell’s and Blake Snyder’s frameworks and later came up with the ABT framework that is simpler and way better at communicating in the digital realm. In this episode, he explains all about the ABT framework and how you can use it to create predictable sales for your business.
[01:24] About Park Howell
[04:51] What is the ABT framework?
[07:18] The three forces of story
[13:58] Different ways you can use the ABT framework
[18:02] The ABT framework in the recent Oscar Awards
[21:00] How powerful is the ABT framework?
[25:23] Playing the “5-why” game
[29:03] The CVJ (Customer Value Journey) framework
[30:26] Creating a proven marketing framework that will create predictable sales.
[35:23] Hire a fractional CMO
[37:15] Practise using ABT in all your marketing channels
[38:28] Park Howell’s books on Amazon
[41:30] Connect with Park Howell
● You communicate and care but bore. Therefore, tell the story.
● If you can really be crystal clear on your offering, then you will attract your ideal customer.
● To make it narrative, you have to have an agreement, contradiction and consequence, otherwise, you're not narrative, you're just blah, blah, blah.
● You don't only need to use the right tools and tactics. But you also need to document everything and define your ideal customer, define your customer journey and then measure everything.
● If you had a predictable sales and marketing platform or framework, then you would attract your ideal customer and the investors.
● It’s not about what you offer, it's what the outcome is that they're going to get?
● It’s not about what you make. It’s what you make happen.
● I just want people to use the story. Use the power of it in all of your communication, and you will connect on a much deeper level with all of your audiences.
Park Howell’s Books
Other Mentioned Books & resources
Connect with Park Howell
➡️ Apply for the CMO💯club here: joeri.link/cmo100club