"Specific moments make it feel real" | Natalie Taylor, B2B marketing leader
How Stories Happen
Intro
This chapter explores the significance of storytelling in marketing, highlighting its ability to connect individuals and concepts. Through a coaching experience and a workshop focused on refining personal narratives, the discussion emphasizes how vivid details can enhance the impact of stories.
Enrollment is now open into my Public Speaking Accelerator. Register now for $400 off and secure a 1:1 coaching call with me too: jayacunzo.com/signaturetalk
ABOUT THIS EPISODE:
When we communicate with business results in mind, whether we work in-house on a team or we ARE the business, it's so common that we omit specific details. We want to rush to stuff things full of our ideas and make our value clear instantly. The thing is, only when we slow our stories down, include specific details, and describe one or two tiny moments, do others start to care.
Because the goal isn't to say everything all at once. The goal is to find the touchstones of the story that bring it all to life, allowing your audience to fill in the rest in their heads. This ensures they're enrolled into the story, leaning forward, and paying close attention. This ensures they genuinely care.
This is the final episode in a short three-pack of episodes, each of which features a different storyteller from my video series built alongside Intuit Mailchimp, taking you inside my coaching process with three marketing leaders. The series, called B2B Storytelling Stars, offers 6 videos plus associated storytelling templates you can use in your work, all available for free without any registration required at https://jayacunzo.com/stars
To cap off that series, each storyteller gets their own episode of How Stories Happen to further improve 1 story I helped them start building.
Closing out the series is Natalie Taylor, head of marketing at video software company, Capsule. Natalie tells a tasty story about pizza. She crafted it for her work to speak to heads of creatives at enterprise brands (the company's core customer base).
Together, Natalie and I discuss how tiny details help audiences connect with a character and a story, and you’ll get a front row seat to her story’s transformation during this episode. I also share a technique for validating, improving, and marketing your story which I call "up the mountain, down the mountain."
WATCH THE SERIES: STORYTELLING STARS
For all 6 videos (3 group coaching calls and 3 one-on-ones), plus a free template associated with each (no forms required), visit https://jayacunzo.com/stars
RESOURCES:
Connect with Natalie on Linkedin and learn more about her company Capsule
Subscribe to my newsletter at jayacunzo.com
Join the Creator Kitchen membership
Follow me on LinkedIn, Instagram, or Bluesky
This episode was produced by Ilana Nevins
Cover art designed by Blake Ink
***
ABOUT JAY:
I help business leaders become stronger speakers and storytellers. The goal isn’t to get in front of your audience. The goal is to ensure they care. While others agonize over reach, your ability to resonate helps you compete on the influence of your ideas, not the volume of your marketing.
With my clients, I help clarify + differentiate their message, craft their thinking and expertise into a distinct premise and IP they own, and develop signature speeches and stories to influence, inspire, and drive results.
After starting at brands like Google and HubSpot, I’ve helped organizations like Mailchimp, Salesforce, Wistia, and GoDaddy, plus dozens of individual authors, founders, execs, consultants, and creators with their storytelling and public speaking.
I live in the Boston area with my family as a proud Yankees and Knicks fan (yes, I’m in enemy territory). In the 60 seconds per week I’m not creating stuff for work or making my kids laugh, I like to shoot hoops, sip nice bourbons, cook with my wife, and daydream about telling stories like my storytelling hero, Anthony Bourdain. Say hi via jayacunzo.com
Remember Everything You Learn from Podcasts
