Creating the story

Thank the lord. You’re through the worst of it. That bit was never going to be easy, but the last thing you needed me to say before you started, was that you were going to hate it.

Truth sparingly applied is my mantra when asking anyone to do anything. Motivation and momentum aren’t friendly bedfellows and sometimes it’s best if you just crack on, and do the post mortem once the body is cold.

You’re on to the fun bit, now. All that hard work pays dividends, here.

So get your crayons and inspiration. We’re going to craft a captivating narrative that will serve as the golden thread for every business activity, interaction, team meeting, and corporate polo match (I mix in all the best circles and oblong fields).

You’ll be drawing on all the exercises you completed in the last stage. So get a willing wall, plaster it with printouts of all this inspired work, and then spend half an hour gazing at the physical representation of how incredible you are.

Soak it in. You did that. You’re the one who saved your business!

Feel free to do what the kids do, and pop some Post-Its on the most inspired things you learned. That makes it easier to remember stuff when you’ve got writer’s/videographer’s block in the exercises to come. All four of them.

Getting started

All of these exercises focus on the biggest problem you solve - and how it’s done.

We want every artefact to ooze:

• Uniqueness - why you?

• Differentiation - what sets you apart? Maybe

• Passion - if you don’t lust after success for your business, maybe this isn’t the business for you.

• Empathy - everything you do is in service to your customer. Whether that’s a colleague, or a client. Only by ensuring everyone is supported, do you stand a chance of competing in this increasingly fragmented, curiously complex world.

• Authenticity - staying true to your story will ensure everyone feels compelled to be part of it. You can’t expect your clients to shout about you from the rooftops from day one. But force feeding them all the ways your business fixes their problems, will eventually generate that priceless foie gras that all CFOs love.

• Humanity - in an age where everyone suspects AI did it, you should run into the burning building and save your people from silicon sameness and show them that you put people, not pixels, first.

The story development process comprises seven parts:

• TED talk or mini-movie script about solving the big problem

• 30-second explainer video - a super quick Eureka moment that’s perfect to inspire anyone

• Movie poster or magazine cover screaming about that massive problem you fix, and why that makes you a god among organisations

• Press release announcing how you solve the biggest problem

• One Newsletter for colleagues and customers that impels everyone to rally around the awe in you solving that HPP

• Executive Presentation Template

• Tactical Asset Toolkit

At this point you’re probably thinking, Dave, where’s all the inevitable work on our new tone and voice? How about our brand personality? Shouldn’t we be working on this, too?

It’s a great shout. But tone and voice, and brand personality, are already owned assets. For brevity and simplicity - and to not scare you off committing to the Storyselling system - I’d rather leave those where they are for now.

We’re in the business of demonstrating this solution story can change your organisation. Once we’re smashing those KPIs we defined in the evaluation definition exercise, then let’s bring these assets into play. Let’s identify through ongoing feedback where our language needs tweaking. Where we need to be softer and cuddlier, or more authoritative and dictatorial.

I can help you with tone and voice and your brand personality, by the way. But this book isn’t a sales pitch. I mean, I guess it kind of is. But more in a gently hypnotic way, than me selling my coaching and consulting services every page. Maybe every other page, but BETWEEN THE LINES.

TED talk or mini-movie script

I want to create a compelling story to inform the development of all customer marketing, sales, and communications.

This story will be the golden thread knitting all Logisticks's superpowers to position the client as hero in solving one of their biggest problems.

This script must explain using real examples how Logisticks is the right supplier to fix things.

The story will inspire clients and colleagues. It needs to exude pride, trust, strength, helping everyone aspire to greatness through brand affiliation.

Trailer

https://youtu.be/LYVFJp168p4

Unsung Hero of the Click: A Logisticks Story

Lights Up. Stage Bare.

A single spotlight illuminates a worn delivery box.

NARRATOR: We all know the hero's journey. The daring chase, the epic battle, the triumphant return. But what about the unsung hero? The one who toils in the shadows, ensuring the hero's success?

(Camera zooms in on the box, revealing a ripped label and dented corners.)

NARRATOR: This box represents every order, every promise, every dream entrusted to the chaos of delivery. It carries not just products, but hopes and expectations. Yet, its journey is often shrouded in mystery, anxiety, and frustration.

(A wave washes over the box, symbolising lost deliveries.)

NARRATOR: Lost packages. Delays. Miscommunication. The customer, left in the dark, becomes the villain of their own story. Frustrated, angry, their trust erodes. The brand, once the hero, becomes the target.

(The box is tossed around roughly, representing mishandling.)

NARRATOR: But wait! A beacon of hope emerges. Logisticks, the invisible guardian, steps into the light. With advanced tracking, proactive communication, and a personalised touch, they transform the box's journey.

(The box is gently placed on a doorstep, and a notification pops up on a phone.)

NARRATOR: The customer, empowered with real-time updates and clear expectations, becomes the hero again. No longer in the dark, they can track their order, anticipate its arrival, and even smile at its doorstep greeting.

(The box opens, revealing a satisfied customer's face.)

NARRATOR: Logisticks doesn't just deliver boxes; they deliver trust. They empower brands to become true heroes, exceeding expectations and fostering customer loyalty. They turn the click into a cheer, the wait into anticipation, and the delivery into a delightful surprise.

(Camera pans to reveal a team of Logisticks colleagues, diverse and passionate, working together.)

NARRATOR: At Logisticks, we believe in the power of the unseen. We are the guardians of the journey, the invisible force for good. We are the storytellers, crafting narratives of trust and delight. We are the unsung heroes, and we invite you to join us.

(Spotlight expands, illuminating the audience. The box, now a symbol of success, rests in the centre stage.)

NARRATOR: Are you ready to become the hero your customers deserve? Are you ready to unlock the power of the unseen and rewrite the delivery story? Then join Logisticks, and together, let's make every click a triumph.

(Lights fade as the box glows, a beacon of hope and possibility.)

Remember: This is just a starting point. You can personalise the story with specific examples, data points, and industry-relevant challenges to resonate even deeper with your audience. The key is to capture the emotional journey of the customer, showcase Logisticks's role as the invisible hero, and emphasise the values and purpose that drive your organisation.

Explainer video

Explainer videos are such an awesome way to capture someone’s imagination. This is your chance to demonstrate that you don’t just talk about clients being your heroes. But that you put them at the heart of all your efforts. That’s the mission. And now you’re in the thick of solution story development, you should be more than motivated to get this done.

Explainer video examples

• Wizzki - making hiring efficient and effective https://youtu.be/JtybHjLq2wI

• NextGlass - analyses chemical compounds - the wine’s DNA - to make recommendations based on your preferences (https://youtu.be/S_CWyidDnio) 

• Super Sync Sports - Track and Field for the mobile generation. Stunning! ( https://vimeo.com/67325367 )

• Dumb Ways To Die - just my favourite explainer video of all time. Way too long - but like marrying the right woman, well worth the commitment (https://vimeo.com/75484253)

• Sugru. You’ll need to check out the Storyselling greats for the link.

Movie poster or magazine cover

Channelling Steven Soderbergh is the perfect way to shout about how you fix the biggest problem.

I realise I should have left my alliteration kit at home, because I don’t even think Steven Soderbergh made a movie - let alone that I spelled his name right. It would have been so much easier to go with Steven Spielberg. I mean, after that obvious oversight I’d be surprised if you would humour me by reading any fur

This movie poster should be all-guns-blazing. How you fix the problem should be a five-star rating in The Guardian’s entertainment section. So go to town. Capture the attention of people walking past you nearest Odeon/AMC (big up to the American who bought this book). Never let it go.

https://www.marq.com/blog/14-magazine-layout-design-ideas-for-your-inspiration 

https://archives.design/?og=1

From Click to Cheer: Transforming the Delivery Journey

The Unsung Hero: How Logisticks Delivers Trust & Exceeds Expectations

Unlocking Delivery Delight: Empowering Brands & Customers with Logisticks

Sub Headlines:

Visual Timeline: See Your Order Fly, Every Step of the Way

Predictive Analytics: Anticipate Issues, Proactively Delight

Tailored Solutions: Industry-Specific Powerhouses in Your Pocket

Happy Customers, Loyal Brands: Real-World Case Studies

Join the Logisticks Revolution: Partnering for Peak Performance

Use headlines from those case studies

Cover image

• A split image representing the transformation: On one side, a blurred, anxious customer staring at a phone with a delayed delivery notification. On the other side, a smiling customer opening a beautifully packaged box with clear delivery updates on their phone.

• A globe with shipping routes highlighted, showcasing Logisticks's global reach and impact.

• A puzzle piece connecting different elements symbolising how Logisticks integrates various solutions for a seamless experience.

Background:

• A blurred cityscape representing the vastness of online commerce and delivery complexities.

• An evolving timeline infographic depicting various stages of the delivery journey with Logisticks's solutions integrated.

• A collage of happy customers receiving surprise gifts or celebrating successful deliveries.

Additional touches:

• Eye-catching colours like blue, green, and orange to convey trust, innovation, and progress.

• Bold fonts to grab attention and create a dynamic look.

• Use of arrows, icons, and call-to-actions to draw readers inside for more.

Movie poster

"An upbeat, vibrant movie poster with the title 'Our Hero: Miraja Fashions' and the tagline 'Smooth Shopping Journeys Save the Day!'. It shows happy, excited customers of different ages and backgrounds wearing Miraja apparel while seamlessly tracking orders, getting delivery updates on phones, receiving personalised offers, and sharing praise.

In the background partnership rings connect the central Miraja logo to Logisticks highlighting integrated technology powering these exceptional experiences from purchase to lifetime loyalty."

Press release

This is such a useful exercise on so many levels.

It has your team work together on something that’s infinitely durable. It pulls in every single aspect of what makes your business different - and focuses wholly on that biggest problem you solve for clients.

It’s also a lesson for us all.

Today, press releases need to be anything but sterile. In days gone by, press releases followed a format. One that needed a heck of a lot of work to knock into shape.

Journalism has changed. Take it from this journalist with decades’ experience finding and telling tales.

Your press release will educate, inform, and entertain. It will weave a captivating story that demands to be published. And more often than not, press releases that can be effortlessly lifted and shifted into the news feed will win the day.

Writing in a convincing and compelling fashion is probably beyond the boundaries of this book. But that’s where AI and my coaching sessions come in.

Here's a draft news article-style press release weaving in client success highlights and Logisticks team quotes that clearly conveys key differentiators in an irresistible way. It’s written in a style designed to be published by Entrepreneur Magazine:

How Logisticks turns simple transactions into lifelong relationships

In an Amazon Prime world of instant gratification, fickle modern buyers demand exceptionally frictionless experiences even post-purchase. But while leading brands invest heavily courting consumers, fragmented systems rupture engagement once transactions clear. 

Enter Logisticks, the only platform transforming sterile order confirmations into unified omnichannel continuity between retailers and shoppers. Through real-time CRM triggers, intelligent personalization and proactive CX care, they don't just enable functional tracking—they forge lifelong loyalty.

Just ask niche custom jeweller Meleora, who saw order cancellations and returns drop over 20% after implementing Logisticks's transparent production-to-door solution. "Buyers anxiously awaiting bespoke items now receive tailored updates across their journey until that final unboxing moment seals affection," noted CEO Tricia Wey.

Global CPG giant Lumoss also spotlighted a 19% average order value increase thanks to automated post-purchase surveys and predictive VIP triggers from Logisticks. "By effortlessly delighting customers beyond the buy-button, they systematise scalable yet bespoke wow moments that turn transactional shoppers into vocal brand advocates," explained Lumoss eCommerce VP Devon CAP. 

So how does Logisticks make continuity look easy?

"The disconnect between marketing teams courting consumers and ops teams fulfilling purchases causes billions in lost revenue from fractured experiences annually," explained Logisticks CEO Amit Sharma. "We fuse the strengths of both through integrated data and automation—creating systemwide continuity."  

Intuitive dashboards centralise real-time order data into unified customer records that activate emotionally intelligent, hyper-personalised cross-channel continuity. Shopify partnerships enable rapid implementation while enterprise-ready APIs and analytics seamlessly synthesise legacy systems. And turnkey support smooths onboarding for game changing transformation.  

As Elana Hanson, VP Customer Success notes, "we don't just enable functional tracking, we forge lifelong relationships beyond transactions by continually realigning capabilities to expectations—that's our superpower."

While competitors myopically focus on delivery bandaids, Logisticks's obsession with integrated continuity experiences serves up lifetime value and organic advocacy tattooing affinity to brands who tap their expertise. And with expansion plans into international and B2B continuity journeys, they have only scratched the surface of their full impact potential.  

So while Logisticks's technology does the heavy lifting intelligently connecting data dots, their secret sauce blends quant prowess with creative magic—effortlessly delivering differentiation and delight to grateful partners worldwide. That's why forward-thinking brands choose Logisticks to transform sterile transactions into passionate communities.

Reasons why this press release hits the spot

It’s chatty. In a world where everything’s shorter and designed to capture what limited attention we have left, it feels sufficiently human and interesting to be read in its entirety

It’s helpful. The social proof takes this from faintly interesting to fully inspiring. You can imagine people wanting to contact the business for more information after it pushed their buttons.

It’s selling by telling. The more value you can cram into any story, the better it will convert.

How not to write a press release

See how different this is from a conventional press release with a formal tone? This goes straight in the publisher’s bin.

From anxiety to anticipation: how Logisticks’s new solution story helps ship happen

Today, Logisticks, the leading post-purchase experience platform, unveiled a captivating solution story designed to inspire colleagues and customers alike. This narrative goes beyond product features and delves into the company's core mission: transforming the delivery journey from anxiety to anticipation, creating trust, and exceeding expectations.

"With the rise of e-commerce, the delivery experience plays a crucial role in customer satisfaction and brand loyalty," said a Logisticks spokesperson.

"Yet, it often remains shrouded in mystery and frustration. Through our solution story, we aim to shine a light on the unseen heroes of this journey – the people and technology working tirelessly to deliver delight."

More than just a marketing message, the Logisticks solution story serves a deeper purpose:

Inspiring colleagues: By emphasising the positive impact of their work, colleagues feel empowered and connected to a larger purpose. The story ignites a shared passion for innovation and exceeding customer expectations.

Enlightening customers: The narrative educates audiences about the complexities of delivery and showcases how Logisticks works behind the scenes to ensure a seamless and delightful experience.

Entertaining audiences: Engaging storytelling makes the brand relatable and memorable. By bringing the heroes of the delivery journey to life, Logisticks fosters stronger connections with customers.

This multifaceted approach translates into concrete benefits:

Better products: Inspired colleagues are more engaged and innovative, leading to the development of even more powerful solutions that delight customers.

More informed customer experiences: By understanding the challenges and opportunities within the delivery journey, Logisticks can tailor its solutions to address specific customer needs and create a more transparent, frictionless experience.

A company fully aware of its people's needs: The solution story fosters a culture of empathy and understanding within Logisticks, ensuring that the company prioritises the well-being and professional development of all its colleagues.

"At Logisticks, we believe that every click deserves a cheer," concluded the Logisticks spokesperson.

"Our solution story is an invitation to join us on this mission, to become heroes in the unseen journey, and together, craft the future of delivery."

Join the conversation: Follow Logisticks on social media using #DeliveringDelight to learn more about their solution story and how they are transforming the post-purchase experience.

About Logisticks:

[Include a brief and engaging company description and mission statement.]

Media Contact:

[Name]

[Title]

[Email Address]

###

One Newsletter

You’ll know by now I’m a bit obsessed by the idea of creating a cohesive community comprising colleagues and clients.

I believe that by helping them know each other, we’ll build a better business.

In the B2B realm, the client-supplier relationship has the potential to be that much deeper than the B2C world where loyalty is often fleeting and fickle.

So a single newsletter communicating successes of colleague and client can be an intoxicating opportunity for the business with a commitment to customer-centricity.

Here's an example of a newsletter that incorporates all the sticky and engaging elements of our solution story and brings them to life.

Welcome to the First Edition of Logisticks One!

Connecting Colleagues, Empowering Customers, Delivering Delight Together

Logisticks One is your bi-weekly dose of post-purchase insights, industry updates, and stories that celebrate the incredible partnership between our passionate Logisticks team and our valued customers. We believe in the power of collaboration, and this newsletter is our bridge, fostering connection and inspiring innovation.

In this edition:

Colleague spotlight: Meet John, the delivery whisperer!

Ever wondered how your orders magically appear on your doorstep? John, our resident logistics guru, sheds light on the unseen heroes working tirelessly behind the scenes to ensure smooth deliveries. Get to know John and his dedication to customer satisfaction!

Customer Success Story: Chop It! levels up with Logisticks's visual timeline

Discover how Chop It! transformed their post-purchase experience with Logisticks's interactive Visual Timeline. See how real-time tracking and transparent communication boosted customer engagement and brand loyalty.

Logisticks innovation: Sneak peek into the product roadmap

Get excited! We're unveiling exciting new features on the Logisticks horizon. Learn about cutting-edge solutions designed to further streamline delivery, personalise the customer journey, and surpass expectations.

Join the Logisticks Council: Shape the future!

Calling all passionate voices! We're forming a Logisticks Council, composed of both colleagues and customers, to co-create the future of our platform. Share your insights, shape product development, and become a driving force behind exceptional post-purchase experiences.

Insider tips and tricks: Unlock the hidden gems of Logisticks

Our amazing colleagues and customers share their secret weapons for maximising Logisticks's potential. Discover hidden functionalities, unexpected hacks, and best practices to elevate your post-purchase game.

Delivery decoded: How it impacts loyalty and lifetime value

Did you know? Efficient delivery directly impacts customer loyalty and lifetime value. Explore fascinating facts and figures that reveal the hidden power of a seamless delivery experience.

But that's not all! Look forward to upcoming editions featuring industry trends, inspiring interviews, and interactive challenges designed to bring the Logisticks community even closer.

Remember, we're stronger together! Let's leverage this newsletter as a platform for collaboration, shared success, and delivering delight in every step of the journey.

Stay tuned, stay connected, and stay Logisticks One!

Thanks for being part of the Logisticks family.

P.S. Share your feedback, suggestions, and story ideas by replying to this email. We're always listening!

Executive presentation template

For enterprise-level selling, provide a plug-and-play executive deck summarising the Storyselling System along with showcasing benchmark results. This tool can efficiently showcase credibility to secure leadership buy-in.

Tactical asset toolkit

Equip teams with done-for-you templates for branded elements like email templates, social media messaging, sales enablement job aids, and talking points indexed by persona - accelerating activation.

AI and Storyselling

There’s no denying AI can greatly shorten the time for creating your story. Caveat emptor - you need to be competent in the art of prompt engineering and interpreting the output before committing it to any company-wide documentation.

AI is still in its infancy and it’s great for coming up with ideas and spotting abnormalities in patterns (so if you have a few thousand X-rays you want to examine, maybe start working on your machine learning talents and let the silicone do the heavy lifting).

But it’s only taking inspiration from what’s already out there. And all too often, it confidently hallucinates - misleading you into thinking it’s come up with an epiphany when it’s actually just a crock of nonsense).

However AI does have a place in Storyselling.

So here are my recommended steps:

1. Learn prompt engineering. Here are some links to great, fun, free courses:

• https://lnkd.in/dg9TVmM4 

• https://lnkd.in/d78_-GAF 

• https://lnkd.in/eVijbQkq 

• https://lnkd.in/dz8g8DnQ 

2. Test out some AI chatbots. The best thing about AI agents is, in the race to grow fast, their services - which cost a fortune in compute - are mostly free::

• https://claude.ai/ 

• https://www.perplexity.ai/ 

• https://www.findera.ai 

• https://www.exa.ai 

• https://bard.google.com/ 

• https://lnkd.in/dNTRBxCW