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Do you use storytelling to connect with prospects and clients? Many agency owners know how to share great stories but use them to talk about their agency capabilities. Instead, today’s guest says we should use stories to connect with potential clients, creating content that resonates and engages them. Today’s featured guest is a creator of powerful brand stories who helps his clients understand the value of starting with a strong story framework. He believes clarity beats creativity when it comes to standing out in today’s market. Tune in to learn about his transition from agency life to consulting, teaching, and speaking on the power of story.

Park Howell is an EMMY award-winning business storytelling coach at The Business of Story. He is also a story strategist, keynote speaker, and podcaster known as the world's most industrious storyteller. He started as an agency guy, founding his agency Park & Co. in 1995, and then the digital era compelled him to transition to storytelling and the creative arts.

He discusses the valuable lessons learned while working with small and midsize agencies and how his unique background and insights into the power of story have shaped his career and approach to creativity.

In this interview, we’ll discuss:

How clarity beats creativity in today’s marketing.
The ABT Framework.
Selling to emotion, not logic.

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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Embracing Storytelling in a Noisy Digital World

Park always knew he wanted to use creativity to make a living and advertising seemed like the perfect vehicle to access what he calls the commerce of arts. After studying music theory and communications at Washington State University, he worked for several small and mid-size agencies in different roles including writer, account executive, media planner, and more.

At the time, he believed that the key to financial success was working for the big agencies. However, in hindsight, it was working at these smaller agencies and learning from so many sides of the business that gave him the experience he needed to launch his own agency in 1995.

Park opened a traditional advertising agency, which is what he knew, and found himself at a loss once the digital era kicked in and changed everything. The traditional way was no longer working and Park started to look for ways to communicate in the new, noisy, digital world where the masses were becoming the media.

His search for effective communication strategies led him to delve into the principles of storytelling, as taught in film schools. He discovered that Hollywood had mastered the art of engaging audiences in ways that traditional advertising had not. Seeing the power of storytelling, he realized very few people knew how to use these proven frameworks and started teaching his clients how to master this skill.

As his clients experienced success, new opportunities arose, including a teaching position in storytelling at the University of Arizona. Over time, Park realized that he had evolved beyond his identity as an 'ad guy' and was embarking on a new journey as a teacher and coach.

Clarity Beats Creativity in Today’s Marketing

Most agencies never really get storytelling and stick to exposing their audiences to death. According to Park, the emphasis on creativity in advertising no longer suffices now that it is not as exclusive as it used to be. Nowadays, creativity has become democratized as users create hysterical and clever memes all the time, which makes it harder for agencies to stand out on creativity.

Instead, clarity has taken precedence, offering a more effective means of connecting with audiences. If you’re not using the proper frameworks in communication then you’re not creating the clarity to stand out and really move the needle.

Clarity in storytelling means distilling complex ideas into digestible and relatable narratives. Every sale is a fictional story you get the client to buy into and then are expected to deliver on. Many agencies claim to be great storytellers, yet they often overwhelm their audiences resorting to an endless stream of exposition, failing to create a meaningful connection.

Park advocates for the use of narrative frameworks that enhance clarity. Personally, he prefers to use the "and, but, therefore" structure, which helps simplify storytelling process and ensure that the message resonates with the audience.

What is the ABT Framework?

And - a statement of agreement, the setup or act one of any message. This statement of agreement should be written from the audience’s point of view and demonstrate you understand them and appreciate what they want.
But - after establishing agreement, the narrative must introduce a conflict or problem knows as the ‘but’. This element serves as a plot twist that captures attention and resonates with the audience's frustrations and challenges.
Therefore - this presents a solution or a vision for what life could look like if the audience addresses the identified problem. This part of the narrative not only inspires hope but also encourages action, whether that means purchasing a product or engaging with a service.

Many brands fail to connect with their audiences because they focus too heavily on their own narratives and offerings, rather than positioning their messages from the audience's perspective. By shifting the focus to the audience and employing the ABT framework, brands can create narratives that resonate on a personal level, fostering a sense of connection and loyalty.

Simplifying Storytelling for Maximum Impact

Park believes people often fall into the trap of selling to logic when instead they should be selling to emotions. Consumers often make purchase decisions driven by emotion, so appeal to that first and foremost and then justify the purchase using logic and reason.

To create compelling narratives that resonate on an emotional level, ask yourself: 1. What does the client want? 2. What do they want to avoid? 3. Why should they listen to you? For instance, rather than starting with a statement about the brand's greatness, the narrative should begin with the audience's needs and challenges. Agencies like Venable Bells Partners and companies like Patagonia and Nike exemplify using storytelling to highlight customers’ pain points and highlight an experience or an outcome instead of a product to great success.

The truth is people mostly don’t care about your agency or your offering. They care about what’s in it for them, which should serve as a wake-up call for marketers who may be overly invested in their own narratives. While there is certainly a place for showcasing your expertise and credentials, framing the conversation around your audience's desires and challenges will foster a more engaging and relatable message.

Good Problems vs. Bad Problems: Redefining Agency Focus

Having recently read The Subtle Art of Not Giving a Fuck by Mark Manson, the main takeaway for Park and what he advises agency owners to do is to look at life as a series of problems and focus on the "good problems" while minimizing or eliminating the "bad problems." This distinction is crucial for agency owners and professionals seeking to thrive in their respective fields.

To effectively get the bad problems out of your life takes real focus on what you do, what you’re good on, and what you like to do. Bad problems arise when you’re not focused, have clarity and try to be too many things at once, which likely leads to burnout. On the contrary, when you’re solving good problems aligned with your agency's strengths and market niche you’ll feel a sense of flow and the work becomes not just a job, but a fulfilling endeavor.

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