This is our third episode in the series of Paul Furiga going through his book, Finding Your Capital S Story. We get to go down the history of advertising and where it lost its way and how the founders of advertising from over a hundred years ago as a whole have almost been forgotten (Have you heard of John Wanamaker?) at least their original methods and thinking behind the use of stories to relate to their target audience. What we are facing today is not how it started, and we have lost our way as we go in for the easier, messier quick kill and the splatter shot effect.
About Susan's Guest:
Paul Furiga is the president and chief storyteller at WordWrite, having founded the Pittsburgh-based PR and digital marketing agency nearly 20 years ago in a candy-striped bedroom before growing it into a perennially top-ranked firm. Paul, who was formerly a vice president at Ketchum Public Relations, was honored in 2013 with the Public Relations Society of America Pittsburgh chapter's Hall of Fame Award for his impact in the region.
Before that, Paul spent two decades as a journalist, covering it all, from Cincinnati City Hall to Congress and the White House, as well as serving as editor of the Pittsburgh Business Times. As you can imagine, he has some stories to tell.
The brain has been proven to be hardwired for storytelling - both telling and listening. Learn how across cultures, countries, languages the stories we tell are the same at their core. Paul Furiga is back to help guide us to identifying our Monomyth, or Heroe's Journey. We talk about Bridgette Jones, Yoda, and how our brains align when we hear those core stories told by others. Join us as we learn about Carl, Joe, the Monomyth, and Déjà vu from his new book, "Finding Your Capital S Story."
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This is a series about Finding Your Capital S Story - the new book by Paul Furiga. In this episode, we tackle the first chapter that I found fascinating - the science behind storytelling and how our brains are hardwired for storytelling. Paul will explain how well-known brands effectively employ storytelling for their success and what we can learn from them, without copying them.
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Kevin McCann of the Executive Strategy Group, gives actionable logical, simple, but wildly important tips in this episodes. Here's one to start, if we take something just as fundamental your website. Take the first, top five pages of your website. Look at your navigation. Print out those pages. Go grab a yellow and green highlighter. You'll have to listen to this episode for the insights and assessment you can do right now.
Then, he praises one of his partners, HubSpot, but admits there is something missing. On the buyer persona, typically, it's, "Who is your ideal customer?" What vertical industry are they in? The standard demographic, size of company, title, revenue, growth, trajectory, vertical industry, et cetera. You'll have to listen to get the rest of what's missing and how he solves it with Revenue Growth Mastery
He also goes through what is the REAL pain you are solving. It's not what you think 90% of the time. "The value of your offer needs to be relevant to the impact that the customer is experiencing with their challenge. Most sales reps totally miss that."
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In this episode with Ledge, we talk about taking our secret sauce for granted. To many of us, what we do is a no-brainer, but to most others, it is not. It's awesome, inspiring, valuable. He explains the four values that everything Add1Zero.co does checks back to these four focus items Revenue, Integrity, Calm Confidence, Shared Abundance. When our success fades, or explodes, we can usually attribute it to how far we have or haven't strayed from the core values and concepts.
Listen to this conversation. You'll have homework. That's good. It means you have valuable takeaways. If you missed the first episode with Ledge, you can listen here.
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Passion is not enough. As a revenue generator - deal closer service provider, Ledge tells us he doesn't need to be passionate about what you do. He needs to be passionate about closing deals for you and generating revenue for you. Then you will be able to channel more of the passion you have for your business. (20:31) "...sometimes folks will try to negotiate and say, well, if you're really passionate about it and you want to be involved in this, maybe you can cut your rates. And no, I'm not at all ... I'm passionate at the price I just quoted you because I'm going to make you millions of dollars. And that's what I'm passionate about. We build revenue machines. The end." Join us for part 1 of a 3 part series. Take notes!
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This is part of a series of interviews with industry leaders about artificial intelligence’s impact on the marketing and sales departments' current and future headcount. We interview Paul Teshima, a former Eloqua executive and CEO of Nudge.ai (acquired by Affinity in March 2020). The executives interviewed so far seem to believe that AI will create jobs while also changing the job description of those in both sales and marketing. Paul may have a different opinion. The host is Jim Obermayer.
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