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Signature story

thanks for coming I want to start out by giving an example of a signature story and as you watch this video think you yourself is this to me intriguing does this feel authentic is this involving does it draw me in so can you play the video [Music] [Music] [Music] IOT do rotary [Music] [Music] [Music] [Applause] [Music] Oh [Music] isn't it incredible I want to make four observations about the signature story first of all it's really powerful it is intriguing don't you wonder what Atari was doing being so obsessed with the tree and taking care of the tree and and then we get kind of a surprise we find out that that tree she marked when her when she knew she was gonna have a baby and that tree has been the symbol of the baby's growth and those a baby reached five and and isn't it all thinking it we get to know Atari we get to know her father we even see the Billy that living in it is nothing but real it has to be authentic to it it and in third it's involving isn't it you get drawn in you get emotionally involved in the in though and the whole story and you really care so it's powerful second thing is that it communicates facts now we know from all kinds of research that if you put a facts out there you know list of four or five or six seven facts like two million children are died before the age of five and and there's a lifebuoy program that involves all kinds of things in the school and out of the school and that will affect this or tell you put a bunch of facts out there people don't attend to them they don't notice them their brain kind of says you know here's three or four or five facts should I process them I'll probably forget them they probably won't have any usefully I'll just ignore facts get ignored and the worst thing is even if they get processed even if people for one reason or another process these facts they don't persuade and there's a several reasons for that but one of them is you have culture arguing when you see facts the natural inclination is to say you know this guy trying to persuade me what if you're not telling me you know maybe five million so how did you know it's five million children where did he get the data and how do you know that this washing hands is going to affect that and how much it affected maybe I'll just have a teeny affect it's counter arguing so now think enter story so instead of the fact we tell a story and and what we can do is we can flip the facts into the story so when you hear the story you come to know that there's a problem with infant mortality and it's related to hand-washing and so they slip that in and but even more important they they set you up so now the fact I roll it so now you're willing to process facts and you remember them because they're they're attached to the story so we have some facts that are kind of within the story but then we have some facts at the end and the story motivates you to process those facts the third thing is that this video is incredibly successful eleven million people watch this video and it costs nothing for life boy to put it out there eleven million people watched it and not only that's what there was two companion videos one of them had a girl named Shaka that was seven years old and she represented a unborn baby projected forward seven years so she was sort of the ghost but of projection commenting on her seven years that hadn't occurred yet but will occur and she talked to it was that she was talking to her mother and she talked about how she sang lullabies how she read stories and how she washed her hands and the girl was so grateful that her mother had done that that got 14 million Jews the three of them together got 44 million views and that doesn't count all the all the sort of press results or press account of this whole program and these signature stories within this program and also created a a nice feeling you watch this this video and you feel good don't you you feel good about the program help a child reach five you feel good about life boy and there's some people that even feel good about unilever but most people on the old way boy is made by Unilever you believer incidentally is is the company I admire more than any other because of their philosophy of business it's quite remarkable but that that feeling in the video gets transferred to the brand and and we know that's to again hundreds of research studies you know if you like and had you're going to like the brand that did the ad it's good it gets transferred we know that and it was successful and helping this program help a child reach five because light boy is one half of their goal of getting a billy people to change their hand-washing habits they're halfway there after eight years in this video help them get their fourth thing I want to say is that this is a signature story and a signature story is intriguing yes attention it is authentic and that means that things are words like phony sell aim is just a selling job they don't enter your mind if it's authentic it's involving that means you get drawn in and that's one of the most powerful characteristics of any story and it's a narrative that means it's sort of once upon a time this happened then that happened and it's it's not a set of facts and it takes it as a strategic message in this case the strategic message is about you know explaining the the infant mortality rate the fact that the hand-washing can can prevent that and there is a program it's helped our child reach five and it's done by lifebuoy and it I should say also it's a strategic story for this program help the child reach five it's the strategic story for light boys the brand light boy and in some cases and for some people it's a signature story for Unilever if you look at the Unilever annual report you'll see a reference to the story so why why do we use signature stories or for firms let me give you two reasons first of all again there's study after study after study it probably 500 studies that that demonstrate vividly that if you compare facts to a story that has same general content a story will be get more attention it will be it will persuade it will change perceptions it will be remembered and it will be passed on much more than facts and these we're not talking about a little bit of an improvement we're talking about orders of magnitude 2 times 5 times 2 and the second reason we use signature stories come back to the digital world we're living in when market marketers struggle how do we cope with the digital world things are different my take on digital is that content is king and content means stories so company after company are learning that it's it's good to actually hire journalists have a little department and create and manage stories