OUR APPROACH

HOW WE HELP YOU TELL STORIES THAT DEEPLY MOVE PROSPECTS

How We Deliver This Service

Our approach to Storytelling includes these key phases:

• Review of your Ideal Client Profile (ICP) from our Positioning service
• Definition of stories you want to tell
• Definition of who will become a storyteller at your firm
• Development of story outlines
• Production of written versions of all stories
• Application of stories to your website
• Coaching of your executives to tell their stories

Review Of Your ICP From Our Positioning Service

In this phase, we review your Ideal Client Profile (ICP) from our Positioning service to ensure the stories we help you develop are on-target for your ideal client. We pay particular attention to the top goals, opportunities and challenges of your ideal client to ensure the stories you tell align with what matters to ideal clients.

If you have not acquired our Positioning service, we strongly urge this as a precursor to web development.

Definition Of Stories You Want To Tell

In this phase, we help you identify which stories, from among the 7 story-types we recommend, that you want to tell at your firm. We assess how receptive your ideal organic prospect will be to storytelling in its various forms to project what we think the impact will be. We build a list of the types of stories and the story “authors” for all of the stories you want to tell.

The result of this phase is that you will know what stories you plan to tell, who will tell them and how you’ll tell them, whether online, in-person or both.

Definition Of Who Will Become A Storyteller At Your Firm

In this phase, we assess who is ready to become a storyteller at your firm. For some people, storytelling is natural and easy. For other people, storytelling is intimidating – especially if it means telling a story to a large group. Public speaking is a top fear for most people.

We help you assess who is ready to become a professional storyteller and what they need to do to be most effective in that role. We often use cameras and recording to help people understand where they are today and what they need to work on to become more effective and credible as a storyteller.

The result of this phase is that you will know who will become a storyteller for your firm, how effective they are today in this role and what they likely need to work on to improve.

Development Of Story Outlines

In this phase, we brainstorm with your executives to develop outlines of all stories that your firm will tell. For personal stories from your executives, we interview them and ask them a series of questions to help develop compelling story lines. For client testimonials, we work with your team to get interviews scheduled with those clients. For company and historical stories, we interview people who have a long tenure with your organization.

The result of this phase is that you will have draft outlines for all the stories your firm will tell.

Production Of Written Versions Of All Stories

In this phase, we write out all your stories and submit them to your team members for review. For personal stories from your executives, we draft short (1-2 minutes), medium (5-10 minutes) and long (20 minutes+) versions of their stories. For other story-types, such as client testimonials, we build drafts to be submitted for client review and approval.

The result of this phase is that you will have written versions of your stories that you can draw upon for numerous uses including your website, presentations, speeches, press releases and other needs.

Application Of Stories To Your Website

In this phase, we take the stories you’ve approved and apply them to your website using the CMS you selected during our Web Development service.

Coaching Of Your Executives To Tell Their Stories

In this phase, we coach your executives to become much stronger in-person and on-camera storytellers. At The Shattuck Group, we have a core competency in this area that is a passion of our founder, Randy Shattuck. The result of this phase is that your executives will become much stronger storytellers and will be able to tell short, medium and longer versions of their stories from memory. This will put them in demand for speaking engagements and increase their perceived value and impact.

See What Can You Expect for details about the outcomes of this service.

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