Storytelling That Sells – Harness the Power of Good Storytelling

In this course, Blogher Co-founder, award winning entrepreneur, author and activist, Elisa  Camahort Page, discusses the secrets to telling stories that stick.

Buy $97.00
Elisa Camahort Page
Community Builder, Communicator & Co-Founder, BlogHer

This course walks you through the steps to assess your opportunity, position your story accordingly, present your story effectively, and then measure the success of each engagement. Whether you are presenting at a conference, being interviewed about your company’s products or services, or have a long sought-after media opportunity, there are a few key secrets you need to know. No matter what you are telling or selling to customers, audiences, or media, if you understand these key principles and how to put them into practice, you will successfully accomplish your objectives.

In this course you will learn:

  • How to craft a story to illustrate your ideal positioning.
  • How to develop your talking points.
  • To strategise the whole package when presenting your positioning.
  • To succinctly communicate clear messages.
  • To stay on point, remove distractions, sound natural and stay unflappable.
  • To master interviews so your message comes through.

Course Curriculum

Chapter 1

Chapter 1: Working back from the end result

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  • Video Lesson 1: Who are you talking to (and why does that matter)?
  • Video Lesson 2: What do you want from them?
  • Video Lesson 3: What does your audience want from you?
  • Video Lesson 4: Spotlight on reporters: What drives them?
  • Video Lesson 5: Defining the ideal outcome
  • Video Lesson 6: PDF: Opportunity Assessment Worksheet
  • PDF Lesson 6: PDF: Opportunity Assessment Worksheet Exercise
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6 lessons, 6 Videos + 1 PDF Downloadable Worksheet

Chapter 2

Chapter 2: Understand the difference between features vs. benefits, problems vs. solutions

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  • Video Lesson 1: Problems drive considering change
  • Video Lesson 2: Features are table stakes
  • Video Lesson 3: Benefits justify the pain of change
  • Video Lesson 4: Solution = Positioning Nirvana
  • Video Lesson 5: A word about truth
  • Video Lesson 6: PDF: Problem, Feature, Benefit, Solutions Worksheet
  • PDF Lesson 6: PDF: Problem, Feature, Benefit, Solutions Worksheet Exercise
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6 lessons, 6 Videos + 1 PDF Downloadable Worksheet

Chapter 3

Chapter 3: Identifying and prioritizing pull through messages

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  • Video Lesson 1: What is a pull-through message?
  • Video Lesson 2: Spoonfeeding a narrative, not a spec sheet
  • Video Lesson 3: The ideal number of pull through messages.
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3 lessons, 3 Videos + 0 PDF Downloadable Worksheets

Chapter 4

Chapter 4: Craft talking points that support your pull through messages

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  • Video Lesson 1: What is the difference between a pull through message and a talking point?
  • Video Lesson 2: Scrubbing your language (no, I don’t mean for profanity)
  • Video Lesson 3: With all the scrubbing, how do you sound natural?
  • Video Lesson 4: WRITE IT DOWN!!
  • Video Lesson 5: PDF: Pull-Through Messages and Talking Points Worksheet
  • PDF Lesson 5: PDF: Pull-Through Messages and Talking Points Worksheet
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5 lessons, 5 Videos + 1 PDF Downloadable Worksheet

Chapter 5

Chapter 5: Assess the specific audience

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  • Video Lesson 1: For sales: Where are they in your pipeline
  • Video Lesson 2: For investment: How do you fit into their philosophy and what big future are you promising?
  • Video Lesson 3: For media: Quiz the reporter about the story they’re trying to tell
  • Video Lesson 4: For conference audiences: What have they heard before? And how can you not go there?
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4 lessons, 4 Videos + 0 PDF Downloadable Worksheets

Chapter 6

Chapter 6: Tactical tips for presenting

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  • Video Lesson 1: What not to wear
  • Video Lesson 2: What to do with your hands
  • Video Lesson 3: Tics, vocal and otherwise
  • Video Lesson 4 Test the tech
  • Video Lesson 5: PDF: Pre-Opportunity Checklist
  • PDF Lesson 5: PDF: Pre-Opportunity Checklist Exercise
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5 lessons, 5 Videos + 1 PDF Downloadable Worksheet

Chapter 7

Chapter 7: Plan for both ideal questions and “Rude Q&A”

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  • Video Lesson 1: Plan your answers for both ideal and rude questions
  • Video Lesson 2: Don’t speak for others, speak for yourself
  • Video Lesson 3: Don’t speculate, share what you know
  • Video Lesson 4: Don’t speak to what you haven’t read, seen, heard
  • Video Lesson 5: “That’s a great question” and other ways to control time
  • Video Lesson 6: Here’s what not to say
  • Video Lesson 7: PDF: Useful Phrases Cheat Shee
  • PDF Lesson 7: PDF: Useful Phrases Cheat Sheet Exercise
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7 lessons, 7 Videos + 1 PDF Downloadable Worksheet

Chapter 8

Chapter 8: How to stay on message and pivot to your talking points

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  • Video Lesson 1: Evangelism, not conversion
  • Video Lesson 2: The circle dance
  • Video Lesson 3: The role of data
  • Video Lesson 4: The Art of Listening and Asking, i.e. Don’t assume or presume
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4 lessons, 4 Videos + 0 PDF Downloadable Worksheets

Chapter 9

Chapter 9: Measuring success

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  • Video Lesson 1: Relevance
  • Video Lesson 2: Reach and Revenue
  • Video Lesson 3: Last word: When failure is success
  • Video Lesson 4: PDF: Post-Opportunity Post-Mortem Worksheet
  • PDF Lesson 4: PDF: Post-Opportunity Post-Mortem Worksheet Exercise
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4 lessons, 4 Videos + 1 PDF Downloadable Worksheet

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