The Entrepreneur's Guide to Storytelling in Marketing

What is the story of your business? In this introductory lecture, I will share with you the story of our training company as an example of how impactful such a story can be.

By using the Golden Circle concept from Simon Sinek and  the 5-Why Exercise, in this lecture you will uncover and clarify the WHY of your business, the vision that drives it forward.

After clarifying the WHY of your business, let's look into the HOW - your organizational culture and the way you interact with the outside world.

Let's look into the history of your business. It surely has not been an easy ride. It was paved with challenges and the context might have not been favourable. No need to hide that away from us. We encourage you to openly share it. Sharing such stories establishes credibility and it demonstrates your determination to stay on the market, regardless how hard it will get.

A business and a brand are represented by the people behind them. Who are the people working for your business? An important component in Storytelling for Marketing and Entrepreneurship is your team. They need to be up front and center on your website, blog and social media channels. Make them a part of your story!

Besides your core business objectives, how are you contributing to society? In order for your story to stick, you need to demonstrate how much you care and how involved you are in the community. With the help of this lecture, we want you to consider and outline what are the social issues you care about and the resources you can invest in changing them for the better.

Now it's time to compile the story of your business! Use all the elements you have crafted in the last lectures and create a 1500 character text that will summarize why, how and what your business does, your history, your team and your contribution to society. Share your first draft in the Q&A section.

Welcome to The Story of Your Product section. The purpose of this section is to teach to effectively tell the story of the products and services you are looking to sell. Let's begin, shall we?

Knowing the history and evolution of your product can give you valuable insights into why the product exists in the first place and the need it satisfies. In this lecture, we invite you to explore the evolutionary process of your product. Enjoy!

Now that you know the history of your product, what does it tell you about your customers and the need that drives them to your product? With the help of this lecture, you will unlock some valuable insights into the mind of your customer and into how to better market your product.

You play an important role in the life of your customer. This lecture will help you understand it and communicate it more efficiently to your customer. Excited? So are we!

At times you have to present your business and product in just one sentence. Isn't that frustrating? It might be, but with the help of this lecture,  you might discover it's not as hard as you might think. 

Apply all you have learned in the Story of Your Product section and craft a 1-minute product pitch on video.

Treat your customers they way you would like to be treated by a service provider. The goal of offering a complete Customer Experience is to satisfy the customer so that he or she can tell the story of your products and of your business. The stories that your customers share will convert more customers than any other marketing strategy.

Discover the 8 stages of the Customer Experience and their importance in reaching the final goal of turning a customer into a brand ambassador.

Emotions are the main drivers of customer behavior. They either reinforce the positive relationship with your business or they create distance between you and the customer. Let's analyze how emotions can impact the Customer Experience Model.

In this lecture, you will evaluate the quality of your Customer Experience and you are invited to check where to make the most important improvements.

Time to put what you have learned into action, but don't get too excited. Take these steps one at a time and you will start seeing results. Your customers will be forever grateful.

Welcome to Section 5 where you will learn how to leverage the influence of your employees, customers, fans and supporters.

Never underestimate the power of human connections. In this lecture Alex will share with you the story of how he managed to speak at 2 TEDx events in one year through the power of word-of-mouth, storytelling and networking.

What are the key ingredients for creating a tribe? As it turns out there are 5 important conditions that need to be met in order to expect a group of people to function as a tribe.

The first tribe that needs to be activated is your internal tribe - your employees. They are the first brand ambassadors of your business. Engaging them and giving them a sense of belonging will increase your business's credibility, as well as their performance and motivation.

Next up are your customers, fans, supporters and external influencers. What cause would they be interested in fighting for? What context for connection could you provide for them?

Time to put these learning into action once again! Take inspired action and bring people together around a cause you care about. Check their reactions and build up on their input!

Content Marketing has been on many marketers lips and for good reason. It's a great way to build relationships with your potential customers and display what your business has to offer.

Who would survive in the long run? The altruist or the cheater? The answer might be counter-intuitive, but it holds an important insight regarding how to approach Content Storytelling.

Let's explore together the various types of content we can create and deliver to our customers. Out of all these options, which do you find the easiest to create and which do you believe is the most challenging and most time-consuming type of content?

In this lecture you will discover the content marketing plan template which will help you structure the type of content you create and the sales funnel it supports.

It's important to do Content Storytelling in a smart way. There are many ways to get it wrong. In this section are 3 valuable tips that will prove useful for your Content Storytelling strategy.

Share a piece of content with us on the topic of "The Most Common Mistakes People Make When...". We will gladly offer your feedback and even promote it further if it proves to be of great quality.

Welcome to the final section of the Storytelling for Marketers and Entrepreneurs course. Now it's time to sit back, relax and reflect on the course experience.

First of all, what have you learned from each section of the course? Rewind the clock and revisit the insights gained in each section.

What are your plans for the next year, given all the knowledge and insight you gained throughout the course?

There is a bumpy ride ahead of you! Let's analyze what could be the internal and external factors that could stand in your way in the following months.

Have you had the courage to interact with your fellow students? If not, this is your chance. Share your fears and challenges with us in the Q&A section and contribute with useful advice to the other students in the course.

Congratulations on following the course all the way through! Wish you a lot of success and courage! May we meet again soon, hopefully even face-to-face.