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THE FOOL WARRIOR 
When you are in business, you are in the wish-granting business. When you really think about it, what you offer is what helps your customers achieve what they’re wishing for. And when you can find a way to communicate what you stand for, how you will grant those wishes, and why you are unique in doing so, you will elevate the humanity of your business.
But it begins with you; especially for the self-employed. What is your backstory? How can you connect the dots of your life to figure out where you fit in the market? My origin story of being a photographer is what distinguishes me in what I do today; I help people truly be seen for who they are and what they do. And so as you set the stage for your business you can then begin to weave in all the elements of your narrative that will ultimately lead your customers to invest in you, the person, the human, not just your brand.
To dive deeper into the Business of Story, I’ve brought on The World’s Most Industrious Storyteller, Park Howell. Park helps leaders of purpose-driven brands grow by as much as 600 percent. His 35 years in brand creation includes 20 years running his own ad agency Park&Co. He was named Advertising Person of the Year in 2010 by the American Advertising Federation of Metro Phoenix. The following year, his agency was recognized among the Top 10 Impact Companies in Arizona by the Phoenix Chamber of Commerce. His new book, Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand, helps readers clarify their brand story and teaches how to tell it through three proven narrative frameworks that captivate audiences and convert customers.
Find out how to “hack through the noise and hook the heart” by downloading this episode now.
THE FOOL WARRIOR
“What do you exist to do that is greater than your product or service?” - Park Howell
Highlights -
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- Stories literally make us humans.
- We’re all intuitive storytellers. It’s time to be intentional about it.
- Stories hack through the noise to hook the heart.
- We purchase with our hearts and justify with our heads.
- There are three that help you set your narrative: Setting the stage, disruption, and victory.
- Your origin story defines your market category.
- People buy from people. Not from brands.
- We give our customers an emotional promise.
- The most potent story you tell is the one you tell yourself.
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Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”
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In LINGO, serial entrepreneur, business coach, and host of Creative Warriors podcast, Jeffrey Shaw reveals how to make your business irresistible to your ideal customers by speaking their Secret Language.
