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From Storytelling to Story-Selling: How to Tell Customer-Centric Stories

Bobby Lehew
Jennifer Kelly
Thu, Apr 28, 2016, 12pm ET
60 minutes
This online marketing seminar received 4 star(s)

Content marketing is nothing new—marketers have been supporting their efforts with informative case studies, thought leadership blog posts, and fun, friendly videos for some time. But the most successful marketers have taken their content to new heights with engaging stories—stories that make you lean in and compel you to not only think, but to act.

In this PRO seminar, we'll explore multiple methods for creating a compelling narrative including the hero's journey and the narrative wheel, an ancient technique developed by Native American storytellers. We'll cover Kurt Vonnegut's story shapes, and you'll learn how to brush off those stale mission and vision statements and tell your brand story in a similar fashion to NPR's This American Life. You'll also learn how to rewind myths, retell history, and foretell (or foresell) the future by crafting customer-centric stories that cut through the noise and allow customers to speak for themselves.


Bobby Lehew is chief branding officer at ROBYN, specializing in branded products fulfillment. Under his tenure, ROBYN has been one of Inc. Magazine's 5,000 fastest growing private companies in the U.S. for the last three years and won a 2013 Addy Award. Bobby is a national speaker on topics related to B2B marketing and is an ardent bibliophile, constantly striving to help create a world in which business marketing and storytelling make story-selling magic.

Who Should Attend?

Anyone interested in telling customer-centric stories to make their brands stand out from the crowd.

What Will You Learn?

By the end of this seminar, you'll be able to:

  • Craft a customer-centric story
  • Share your brand's story using myth, history, and memoir
  • Leverage the emotional connection between storytelling and story-selling
  • Tell a story in a way that is This American Life-compelling

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