Storytelligent | Brand Storytelling with Bryce McNabb: Recent Episodes
McNabb Storytelling LLC
Storytelligent is a brand storytelling podcast that helps purpose-driven marketers and business leaders leverage the power of myth to build iconic brands. Get out of the marketing echo chamber of flashy tactics and false promises and start telling authentic stories with lasting impact. Bryce McNabb, Emmy Award-winning director of McNabb Storytelling equips you with the mechanics of story to simplify your marketing, branding, and content strategy. Learn how to use brand storytelling to increase your brand value and connect with your audience on a deeper level.
What if there were templates out there to help you tell better brand stories faster?
Well, I found them (all five, in fact) tucked away inside of the depths of a book so massive, you can use it as a step stool: Christopher Booker’s The Seven Basic Plots.
In this episode, I’ll take you through my own journey to discovering this incredible resource, the two plots you can ignore, and go over the five plots that I use to shape my brand stories.
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In episode 29, I talked about the pros and cons of documentary films, looked at some case studies, and explained how the medium itself is the message. In this episode, we’re diving deeper into exactly WHY documentaries are so powerful.
Have you ever felt so immersed into a tv show or a movie that you sobbed, or your palms began to sweat, or you found yourself literally on the edge of your seat?
Of course you have! What’s up with that? Consider this episode as a look at your brain on film. Prepare to have your mind blown.
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If you need to change minds, make documentaries. Documentaries have the unique power to cause significant attitude and belief change. For example, the documentary, Food Inc., has caused thousands of people to change their eating habits. Why do documentaries have this power? Because they signal to the audience that everything in the documentary is truthful and transparent.
In this episode, I will be talking about some pros and cons, how the medium itself is the message, and end with a statement about ethics. Two weeks from now, I will talk about how a film and story impacts your brain.
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If we’re to make a significant impact, we have to realize that we’re not always fighting for the attention of a distracted audience. The goal is to catch a distracted audience, establish a relationship with them, gain their trust, and turn them into a captive audience.
It’s the captive audience that we’re able to influence.
This episode (as most do) came from a personal frustration. I had yet another conversation with a digital marketer proclaiming that in order to be effective, videos must be 6 seconds.
Not sure about you, but I’ve never heard of a single 6 second video that’s inspired radical lifestyle change, overturned court rulings, or even changed corporate policy. I know of several 90 minute documentaries that have achieved that.
And yet, once we’re inside a marketing bubble, we ignore common sense, and parrot on about short attention spans and the need for videos to be no longer than 6 seconds.
In this episode, I want to unpack the difference between a distracted and captive audience, why our goal should be to build (and cater to) our captive audience, and why long-form documentaries are superior to 6 second videos.
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To have a successful brand, it is important to build a genuine relationship with your customers. And the key to a genuine connection is authenticity.
However, sometimes people sacrifice authenticity for a mistaken sense of professionalism. Too many marketers seem to assume that customers want to see something overly polished and buttoned up, when often, customers are hoping to connect with something real. Ironically, the more a brand strives to look professional, the more plastic and cold it becomes, and the further it distances itself from forming a genuine connection with its intended audience.
This episode I’ll help you identify these barriers to connecting with your audience so you can properly remove them, and build a more authentic, meaningful brand.
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What exactly does brand storytelling include? What’s the purpose?
In this episode, I’m going to connect the dots from prior episodes and explain how brand storytelling is a methodology. It’s not merely cinematic marketing or telling stories all the time. It’s a marketing approach that covers the continuum from brand strategy (defining your story) to content marketing (telling that story). By using your customer’s story as an empathy tool, you can design a truly customer-centric brand built on loyalty and trust. Isn’t that what we all want?
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Have you ever had an idea for a story, but weren’t sure how to get started with writing it? If so, this episode is for you. Today I’m diving into story structure.
Once you have your theme, you’ll need to start building the spine of your story through the rule of thirds. Whether your story is 6 seconds or 60 minutes, this same framework applies. By following a 3-Act structure and changing emotional poles, you’ll keep the audience engaged. I’ll be discussing how long to make each act, what must occur in them, and how this pattern recurs throughout stories based on the length.
REFERENCES
- Story by Robert McKee
- Save the Cat by Blake Snyder
- The Story Grid by Shawn Coyne
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I recently talked about busting the short attention span myth by creating engaging content, but didn’t dive into how to do it. So, today I’m answering the big question: How do you create emotionally engaging content? How do you transform your material from a boring list of information into a powerful, meaningful human story?
It starts with identifying the controlling idea and primal theme.
In this episode, you’ll learn how to choose them and utilize both to build a sticky message your audience will internalize. Whether you’re a marketer, business owner, or storyteller, this episode will help you make smarter decisions about what to include in your story to make the impact you want in the world.
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What story should you be telling when you start your business? Should you “start with why”...or does that spell financial disaster?
Today I’m discussing where to start with brand storytelling when you have a new business. These stories will build your foundation, attract customers, and secure steady business growth. I’ll be reviewing the 5 Levels of Brand Development I discussed last fall and dive deep into how to build your Level 1 Brand.
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What should you do with your brand film after you make it?
Most people say “post it on our website”....but is that a smart strategy? How many people will type in your website address, show up and watch it? It's often not as many as you hope.
Is there a better way to get more mileage out of your brand film?
Quick answer: YES. Instead of passively posting it on your website and hoping it will be a “marketing magic bullet,” let me offer a new strategy: put it in a funnel.
In this episode, I discuss how to get more eyes on your brand film and structure your funnel around what already works in your sales process. If you already have a brand film, you’ll learn how to make it work harder for you. If you’re thinking about making one, this will inspire you about how to leverage it for the largest reach.
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Do we really have shorter attention spans now…or is something else going on?
Ever since Microsoft Canada released their paper stating that human beings have shorter attention spans than goldfish, marketers have become obsessed with attention spans.
But here’s the truth: You are not a goldfish. The Microsoft presentation got that information from a company called “Statistic Brain,” and those statistics could NEVER be verified by multiple sources. The goldfish myth has been debunked.
In this episode, I explore the real issue: We don’t have short attention spans – we have access to an overwhelming amount of content. So what does that mean for our marketing? Listen to this episode to find out.
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Do you want to build more validation, social proof and credibility for your business?
Start using customer testimonials.
In this episode, I cover the levels of customer testimonials (you can start with just a quote!), why they’re superior to a promo video, my tour guide strategy, and how to pick the best subjects for your video.
If you’re ready to start using video for marketing, consider starting with a customer testimonial. While you entertain potential customers with a story, they’ll learn all about your business, form a connection, and internalize your message.
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Today I’m discussing a particular madness that masquerades as “clever marketing,” but is anything but that. It’s unnecessarily confusing and complicated. If you're caught up in it, you’re probably losing customers.
What is it?
The “Website Madness,” our obsession with writing flowery website copy instead of being clear about who we are and what we do.
In this episode, I discuss why marketers write flowery copy, what customers really want to see, and how you can update your website to be customer-centric.
SOURCES AND REFERENCES
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford
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Will your business benefit from social media?
In this episode, I break down why social media is actually a bubble, which businesses get results from investing in it, and important questions to ask before you launch into building a social media presence.
If you are struggling with how time to spend on your social media, definitely listen to this one.
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So, you've painstakingly sat down with your over several meetings and crafted your brand story. You feel great. You’ve accomplished something. Or have you?
What should you do with your brand story?
Was all that work and exertion for the sole purpose of writing out a statement (that’s not even a story) to put on your “About Us” page or include on a handout for new employees?
I don’t think so.
Today I’m discussing what to do with your brand story, how it improves and streamlines your marketing, and why you should be using it every day. I’ll be covering 3 specific ways to use your brand story to get the most mileage from your work.
SOURCES AND REFERENCES
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Roy Sutherland
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Today, I'm discussing my “Buffalo Concept Content Marketing Strategy” which I’ve also referred to as my “Chunking Strategy.” A lot of people refer to this strategy as repurposing content…but it’s so much more than that. I’m not talking about just making a lot of content or repurposing stuff for the sake of repurposing. No, today we’re going deeper. We’re talking about long-term value creation.
In this episode I cover: how I got over my fear of making content, exactly how I get 2 weeks worth of content for multiple social media platforms from only 1 video, and tips to streamline efficiency for content creation. If you are in charge of creating content, this practical episode is for you.
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How do you stand out in a sea of sameness? How do you ensure your company shines through all the noise?
Your gut instinct may be to focus on creating a truly unique brand. But is that really your goal? Is being unique always a good thing?
Today I’m diving into the difference between making sure your company stands out versus creating an outstanding brand. Because in the end it’s not about being unique. It’s about being selected as the preferred brand that will sustain your business.
SOURCE
Blue Ocean Strategy
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We talk a lot about purpose driven brands...but what does that even mean? Does your business have a real purpose or is it something you threw on there to satisfy the millennials (but seriously)?
I’d like to offer you a different way to approach this. A way to have a brand with real purpose, not just something to check off. A way to start having more fun with your business. In today's episode, I'm talking about how to have a story-driven brand.
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As human beings, our lives revolve around relationships. Why should our marketing be any different?
In this episode, I’ll be showing you how authentic marketing starts with really understanding your customer through a robust customer profile. With that foundation, you'll be ready to map out their learning journey and build a friendship through content marketing.
When you think about marketing this way, it becomes more human. It’s personal. If you’re ready to bring more humanity into your marketing and truly serve your customers, listen to this.
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Everyone wants to have an authentic brand. Why? Customers can sniff out a fraud in an instant. They hate fake and will gladly spend their money (even more money) with companies who seem real, genuine, authentic. Basically, your longevity depends on being authentic.
One way customers evaluate authenticity is through your video content. So, instead of telling you how to create an authentic brand film - I’m going to explain how NOT to be authentic. In fact, I’m giving you five ways to guarantee it will suck. Pay attention. Are you using any of these strategies now? These are all ways I’ve seen brand films go wrong and I want to spare you from being labeled “inauthentic.”
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What would it feel like to know you can write a story that works every time?
I’d say pretty dang amazing. I used to struggle with writing stories. Sure, sometimes I hit the nail on the head, but it felt like a game of chance. Then, I learned about story structure and everything changed.
If you’re looking to level up your story skills and craft a story that predictably lands with your audience, listen to this episode. Today, I’m covering the foundations of story structure, the 8 elements of a story, and how to reward your audience through storytelling.
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When you watch a B2B ad, what are they really selling you?
It’s not a new CRM or cutting-edge system to manage inventory. They’re selling security. They’re promising this tool will keep your doors open, your payrolls met, and your future business success.
What about B2C? Are they trying to sell you security….or something else?
Today I'm diving into the differences between B2C and B2B marketing. Which emotional buttons are they pushing and why does it make sense? How should you construct your marketing to make sure you push that button every time? Plus, if you’re in B2B, you’ll learn why brand storytelling is paramount to your success and how to sell it to your CMO or CEO.
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Marketers, I’m going to offend you today. But hang with me, because the end result will be worth it.
Today I’m discussing how we’ve forgotten about our customer and started making content just to satisfy ourselves and the approval chain.
How did you we here? Where did that idealistic creative marketer go? Why are we so worried about office politics and approval chains...instead of creating amazing content? Is there a way to recover?
In this episode, I'm discussing how all organizations fall prey to inward thinking, forget about the customer, and start creating content just to make the organization happy. Ultimately, it's not authentic and doesn't resonate with the customer. To get the soul and customer-centricity back into your business you need the cure to the disease. You need storytelling.
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Don’t waste your money on an event recap video!
I’m serious. Just don’t do it.
Why?
They’re a terrible marketing investment.
In this episode, I’m sharing how to stop losing your marketing dollars on event recap videos. Instead, you can turn that spend into an investment to build up your brand value and create long-lasting content. I'll share why event recap videos are actually boring, have a very limited shelf life, and often require lots of unnecessary work. You'll learn how to shift from a "checkbox" mindset to an investment mindset, to get the most out of your event footage.
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After reviewing my critique of Donald Miller's StoryBrand SB7 framework, I realized I wasn't clear enough on one aspect: What's the difference between being The Guide vs. a guide?
StoryBrand positions you (the business) as The Guide. You are the one guiding your customer along their journey and providing the transformation necessary to reach their dream state. You're in the league of Morpheus, Merlin, and Yoda.
Or are you?
In this episode, I define The Guide archetype, explain what types of businesses fall into this category, and identify what distinguishes The Guide from a guide. You will learn if positioning yourself as The Guide is the right brand strategy for your business, or if you should show up as a guide. Knowing this information will allow you to speak to your customer properly within their story and form an authentic relationship.
SOURCES AND REFERENCES
- Building a StoryBrand by Donald Miller
- Movies referenced: The Matrix (1999), Spectre (2015), Hunger Games (2015)
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When should you tell your brand story? Is there a certain point in the business cycle or an revenue goal that signals the right time?
The answer isn't so simple.
And the question isn’t really “when” should you tell your brand story, but rather “should” you.
In this episode, I help you answer this question: Is brand storytelling worth your investment...or just money down the drain? I unpack the Five Level of Brand Development that every company goes through and show you which story you need to tell at every stage. You will learn why storytelling is the key brand strategy to building relationships with your customers and how long it takes to start seeing a return on this investment.
SOURCES AND REFERENCES
- Artifishal
- Marketing Effectiveness in the Digital Era: Media in Focus
- LinkedIn's Brand and Demand Playbook
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Are you familiar with the StoryBrand framework (SB7) for marketing created by Donald Miller?
If not, here’s the basics:
- It’s a framework for crafting your marketing message by using the hero’s journey.
- Your customer is the hero on the journey.
- You (the business) are the guide.
- It puts the customer at the center of the story as you guide them through their purchase.
So what’s wrong with that?
You're not always The Guide.
And if you’re not...it’s damaging to position yourself that way.
In this episode, I break down the StoryBrand framework and share the pros and cons. I review where it excels, but also poke holes in places it might fail you. StoryBrand is great for story structure, putting your customer at the center of the story and teaching empathy. But it makes positioning too simple. Everyone is not The Guide.
To be completely honest, StoryBrand has been life changing for me. I love it. But this oversimplification of positioning has been eating at me. I couldn’t let it go.
Should you use the StoryBrand SB7 framework for your marketing? See what you think after listening to this episode. While parts will work well, it may require some tweaking.
SOURCES AND REFERENCES
- Building a StoryBrand by Donald Miller
- David C. Baker's inside the jar example
- Joseph Campbell's Monomyth
- Copywriting formula: Problem-Agitation-Solution
- Kurt Vonnegut story shapes
- Study of emotional story arcs
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Do you want to use storytelling to build your brand...but aren’t sure where to start?
Are you tired of having a mission statement no one remembers...and actually isn’t authentic to your brand?
Are you looking for a way to communicate your value proposition in a way that will stick with your audience?
If any of these questions have been rumbling around in your brain, then you are in the right place. And I have an answer for you: use narrative positioning. In this episode, I explain why narrative positioning is the superior way to position your organization instead of using statements. You will learn frameworks to identify both your authentic mission statement and value proposition, which are also the pieces you need to start building your brand story. You will discover how to avoid the mistake of sounding like everyone else. Instead, by using storytelling, your brand will make an authentic impression on your customers - one they won't forget.
SOURCES AND REFERENCES
- StoryBrand by Donald Miller
- Start with Why by Simon Sinek
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Is marketing merely a promotional channel for your business?
Or could it be something more?
Instead of reducing marketing to sales funnels, bait and switch tactics, underwhelming content and an unrelenting focus on lead generation….I’d like to offer you a different approach.
Think about marketing as an extension or your core offering. It’s a way to add and enhance the value of your product and brand. In this episode, I call out the nonsense of low quality lead magnets, discuss how to apply salesmanship to marketing (hint: relationships matter), give ideas for how to enhance the value of your offering through marketing, and offer a new way to see your marketing department: R&D. You will learn how costly it is to gain new customers, the economics behind why you should invest in your current customers, and why marketing is much more than a sales funnel.
SOURCES AND REFERENCES
- The Lean Product Playbook
- Statistics on Customer Retention and Acquisition
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Storytelling structure leverages emotion to create value.
How much value?
It could be as much as 3000%.
Sounds too good to be true, right? That's why I took the time to explain the mechanics of how it works so you can use storytelling to maximize the value of your brand.
In this episode, I present my theory on the origin of value, show you how to produce an emotional delta to create value, and even discuss how copywriting leads back to the foundations of storytelling.
REFERENCE
- Significant Objects
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It sounds like a gimmick: brand storytelling. But what does it actually mean? And is it something you should be doing?
Want to know a secret? You’re already doing it.
In this episode, I unpack the mechanics behind brand storytelling, dig into the risk we take when we don’t develop a brand strategy, and take a deep look at how stories are the fundamental building blocks of human communication and meaning creation.
SOURCES AND REFERENCES
- Building a StoryBrand by Donald Miller
- The Seven Basic Plots: Why We Tell Stories By Christopher Booker
- Jordan Peterson's model of meaning creation
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