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Jerry Murphey
Portland, Oregon
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A story people want to hear
You wonder when your business stopped growing. You remember a time when talking about features and benefits was enough, and when demonstrating your vast knowledge and mastery got people’s attention. That was when you could count on your clients to translate what you do into how it solves their problem.... Continue reading
Posted Feb 12, 2019 at The Referable Advisor
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Core value
Your brand’s core value is the promise your product or service makes. In storytelling, a core value is expressed in both its positive and negative forms (success/failure). Shifting between positive (success) and nagative (failure) within a core value is what draws people into your story and holds them. This is... Continue reading
Posted Feb 10, 2019 at The Referable Advisor
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The problem could be there isn’t a problem
The tendency, when something is not working, is to do more, work harder, and go faster. But the best thing to do is slow down, take a step back to see the problem as it is. This is especially true in marketing where the smallest detail can make the difference... Continue reading
Posted Feb 7, 2019 at The Referable Advisor
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Euphemisms
“Euphemisms, such as journey, separate the mind from the unpleasant realities around it, and, like the genteelisms we use when we toilet-train children, they have a place in polite society. But the protagonist of a well-told story is not a passive passenger; she struggles dynamically through time and space to... Continue reading
Posted Feb 6, 2019 at The Referable Advisor
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Overcoming skepticism
Skepticism is a natural product of human nature. In traditional marketing, if 5 details about the features of a service are good, 20 are better, and a repetitive and amplified claim about what a product can do is met with doubt and disbelief in its promise. A story has the... Continue reading
Posted Feb 5, 2019 at The Referable Advisor
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Emotional Communication
Emotional communication taps into human nature, and touches our instincts to survive, be admired, succeed and to protect those we love. At its root, there are only two basic emotions—pleasure and pain. These come in many varieties but at the sensory level, either something feels good or bad. Good storytelling... Continue reading
Posted Feb 3, 2019 at The Referable Advisor
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The power of a problem
We are drawn into a story when something goes wrong. This is the moment we pay attention, because we are hard-wired to notice problems, so we can learn and know what to do to survive in the future. Continue reading
Posted Feb 2, 2019 at The Referable Advisor
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Four quotes storytelling
“The deepest audience pleasure is learning with out doing any work.” “Story is evolutionary adaption to consciousness.” “All people seek a positive glow somewhere in a story’s world.” “Emotion is the side effect of change.” — Robert McKee, Storynomics Continue reading
Posted Jan 31, 2019 at The Referable Advisor
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Heaven and hell
John Milton said something like, “the mind can make a heaven of hell and a hell of heaven.” The story we tell ourselves about something can be either positive or negative, and that story can create a heaven or hell if we let it. It’s not hard to make what’s... Continue reading
Posted Jan 30, 2019 at The Referable Advisor
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Finding meaning
Move your marketing message from a static description of what you do to a dynamic story about your clients’ values and desires, because values and desires always reflect each other and together, like a compass, point us in the direction of what is meaningful in life. Continue reading
Posted Jan 29, 2019 at The Referable Advisor
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The Protagonist as Underdog
The protagonist is the leading character or one of the major characters in a drama, movie, novel, or other fictional text. In your marketing message, the protagonist is your client. In most great stories there is an event that makes the main character the underdog, just like the problem your... Continue reading
Posted Jan 28, 2019 at The Referable Advisor
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Words
Build a flourishing beautiful world with your words. Words give us the power to speak worlds into existence. Continue reading
Posted Jan 27, 2019 at The Referable Advisor
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Sharing
A product or services that solves a problem Is worth sharing. Begin by stating what the client wants and the problem that is in the way. These are the first two steps in crafting a marketing message that’s easy for your clients to share. Continue reading
Posted Jan 26, 2019 at The Referable Advisor
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Return On Story (ROS)
Most businesspeople know how compelling a well constructed story can be. How it can change our attitudes, beliefs and behaviors. But how many know how a good story-based marketing message can increase brand value and lower marketing costs? Think of it as Return On Story (ROS). The results are dramatic... Continue reading
Posted Jan 25, 2019 at The Referable Advisor
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What’s your story?
It isn’t natural talent or even industry expertise, but the story you tell yourself about your failures and rejections, that determines your ultimate success. Continue reading
Posted Jan 24, 2019 at The Referable Advisor
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Making meaning
We as humans are meaning making machines, and we use story to create clarity in the chaos, hardship and suffering around us. In his book, Man’s Search for Meaning, Viktor Frankl tells a story of his imprisonment in concentration camps during World War II. In the depths of total suffering,... Continue reading
Posted Jan 22, 2019 at The Referable Advisor
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Casting a vision
In every good story there is a vision of what the main character’s life looks like, once she overcomes the problem that is keeping her from getting what she wants. In your marketing message, make sure you are casting a vision of what success looks like, once your product or... Continue reading
Posted Jan 22, 2019 at The Referable Advisor
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Stories that change us
Stories change our attitudes, beliefs and behaviors. As humans, we depend on others for our survival and happiness. Why should a customer or a person on the street care about your product or service? How does it change the world or improve lives? This is what makes information persuasive and... Continue reading
Posted Jan 20, 2019 at The Referable Advisor
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A better life
As James Joyce said, “Christopher Columbus, as everyone knows, is honored by posterity because he was the last to discover America.” In fact, as far back as 11,000 years ago scientist say the Clovis people came here from the east. For centuries people have been coming to America for its... Continue reading
Posted Jan 19, 2019 at The Referable Advisor
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Internal and external problems
An external problem is the physical, tangible thing that is keeping us from getting what we want? An internal problem is how an external problem makes us feel. People are not motivated to solve external problems. They are motivated only by how that problem makes them feel. Continue reading
Posted Jan 19, 2019 at The Referable Advisor
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Who is this story about?
You may think people know your service is about them when you say “what we do is...” But if you want to ensure you are inviting people into a story, shift the pronoun from “we” and “our”, to “you” and “your”. People don’t want to hear a story about what... Continue reading
Posted Jan 17, 2019 at The Referable Advisor
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Whatever your excuse
Are you losing sales because your products are complex and confusing, or is it your services are simple and the same as everyone else? Either way, what you need is a clear marketing message. And once your message is clear, you need a systematic way to get that message to... Continue reading
Posted Jan 16, 2019 at The Referable Advisor
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A narrative world
Stories transport people into a narrative world, and when we are transported into that world, we actually change our attitudes to reflect the story that is being told. Think about what this means to how investments where sold, and the potential to connect in more meaningful ways to the people... Continue reading
Posted Jan 15, 2019 at The Referable Advisor
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The abc’s of marketing
Before you think about being cleaver or creative in your market, first be clear. A typical website is created by a designer and/or a content expert, but not by someone who understands how to tell a compelling story. This leads to a confusing messages that has nothing to do with... Continue reading
Posted Jan 14, 2019 at The Referable Advisor
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Your brand in the future
This is especially true for investment managers and advisors, alike: In the future, if a brand is going to succeed, it needs to create an experience that’s worthy of a client’s time. And that means not just telling a story about your brand, but inviting clients into a story about... Continue reading
Posted Jan 13, 2019 at The Referable Advisor
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