Fred Vallejo, Vallejo Richard Armstrong Monica Tiffany, Merrigan & Co Ron Garnett, Taoti Creative - #bridgeconf
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Fred Vallejo, Vallejo
Richard Armstrong
Monica Tiffany, Merrigan & Co
Ron Garnett, Taoti Creative
#bridgeconf
Learn the keys to finding and using the right
stories to motivate donors and customers.
Get ideas to try in your next campaign and
results from insightful copy tests.
Pickup tips on how to craft and test your ask
(and why subtle wording can make all the
difference).
The Power of Storytelling
The Power of Storytelling
Panel Introductions
Individual Presentations
Open Discussion
The Power of Storytelling
National Award-winning Copywriter & Creative Consultant with
20-plus years experience at Direct Marketing Copy
Written winning direct mail packages for leading nonprofits,
including:
• American Red Cross • National Trust for Historic
• Common Cause Preservation
• Museum of Modern Art • The Nature Conservancy
• National Holocaust • New York Public Library
Memorial Museum • Sesame Street
• Smithsonian Institution
Recipient of several direct marketing industry awards, including:
Caples Awards, ECHO Awards, and MAXI Awards.
Served as instructor for the Direct Marketing Association’s
Winning Direct Mail professional seminars, held in Chicago, New
York City, and San Francisco.
The Power of Storytelling
One of the nation's leading freelance copywriters,
specializing in publishing, membership, and fund
raising.
His clients have included some of the iconic
names in direct marketing: Boardroom, Rodale,
and Reader's Digest, among many others.
He is a multi-time winner and published author.
His articles have appeared in National Review,
Washingtonian Magazine, Advertising Age, and
many other publications.
The Power of Storytelling
Creative Director at Merrigan & Co., a Kansas City-
based marketing communications agency.
Specializes in developing creative strategy and appeal
copy for non-profit organizations.
She has written for Shriners Hospitals for Children,
National Geographic, Susan G. Komen for the Cure
and the American Red Cross, to name a few.
Serves as Vice President of Marketing on the Board of
Directors for the Mid-America Chapter of the
Association of Fundraising Professionals.
The Power of Storytelling
Director, Taoti Creative - Smarter Websites
Website Design, Donation,
Development and Fundraising, and E-
Marketing commerce
Content Management Customer Relationship
Systems Management
Web Branding and Data Management
Communications Tools
The Power of Storytelling
Why well-crafted stories are critical
to virtually any marketing effort –
be it on TV, on radio, online, or in
the mail.
Speaker: Fred Vallejo
The Power of Storytelling
Why stories out-sell facts
The disconnect between message-givers and
message recipients.
The S-U-C-C-E-S formula
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S. U. C. C. E. S.
Simple
Unexpected
Concrete
Credentialed
Emotional
Story
The Power of Storytellinghttp://www.eventdv.net/Articles/News/Feature/The-Art-and-Business-of-Corporate-Film-
Production2c-Part-I-The-Business-73479.htm
The Power of Storytelling “Antwerp, Belgium, is no longer the diamond capital of the
world.
Thirty-four hours on a plane. One way. Thirty. Four.
Hours. That’s how long it took me to get to where 80% of
the world’s diamonds are now being cut. After 34 hours I
looked bad. I smelled bad. I wanted to go to sleep.
But then I saw the diamonds. Unbelievable.
They told me I was the first retailer from North America
ever to be in that office. Only the biggest wholesalers are
allowed through those doors. Fortunately, I had one of
‘em with me, a lifelong friend who was doing me a favor.
The Power of Storytelling Now pay attention, because what I’m about to say is really
important: As of this moment, Justice Jewelers has the
lowest diamond prices in American, and I’m including all
the online diamond sellers in that statement.
Now, you and I both know that talk is cheap. So put it to
the test. Go online. Find your best deal. Not only will
Justice Jewelers give you a better diamond, we’ll give you a
better price, as well.
I’m Woody Justice, and I’m working really, really hard to be
your jeweler. Thirty-four hours of hard travel, one way. It
think you’ll be glad I did it.”
The Power of StorytellingVallejo
Email: fredv@mwutah.com
Web:
Thank You
The Power of StorytellingHow to use stories in copy to
attract and hold attention,
dramatize your product or
organization’s work, and
make your customer or donor
the ultimate hero.
Speaker: Richard Armstrong
The Power of Storytelling How to use stories in direct-marketing copy
Why you should write in the first-person
voice
Follow classical dramatic plot construction
The Power of StorytellingThe Power of Storytelling
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Email: richarm1@aol.com
Web: www.freesamplebook.com
Thank You
The Power of StorytellingGet tips for testing your
assumptions about your donors,
plus see examples of actionable
and meaningful copy testing. Learn
how to translate data into stories
and copy that will incite action
among your file.
Speaker: Monica Tiffany
The Power of Storytelling Practical simple tests organizations of all sizes
can use
Ideas for testing
Tactics and strategies: graphics, variable copy
What makes a good story
Tips for evaluating results (looks may be
deceiving)
The Power of StorytellingDonor-centric copy moved the dial The Power of Storytelling
Year End
campaign
- 2009
The Power of Storytelling Year End campaign
- 2011
Heartfelt vs. Legislative
Legislative had a 4%
higher open rate, a 9%
higher click-through-
rate and a 17% lower
unsubscribe rate
The Power of Storytelling We continue to look
for ways to fuel that
legislative interest.
The Power of Storytelling Kansas City’s Medicine
Cabinet: vignettes from
caseworkers and intake
specialists at locations
around KC metro.
Not full-fledged stories,
but they really illustrate
the need and success of
the program.
The Power of StorytellingMerrigan & Co.
Email: monica@merriganco.com
Web: http://www.merriganco.com/
Thank You
The Power of Storytelling Fred Vallejo, fredv@mwutah.com
Why Stories Sell
Richard Armstrong, richarm1@aol.com
Storytelling: The Secret Weapon of Copywriting
Monica Tiffany, monica@merriganco.com
Testing the Power of Your Story
Ron Garnett, rgarnett@taoti.com
Taoti Creative - Smarter Websites
The Power of StorytellingDon’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are
on display at the Solutions Showcase!
#bridgeconf
The Power of StorytellingYou can also read
