10 insights for crafting a compelling narrative, with zach friend

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@33voices intelligent insights to advance your business and life

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Listen to the full interview at www.33voices.com/zach-friend/audio Zach Friend is a policy, public affairs and communications expert who has worked for Barack Obama and John Kerry's presidential campaigns, the White House Council of Economic Advisers, the U.S. Senate, Congressman Sam Farr and the Democratic National Committee (DNC). With Obama for America '08, Zach was a press secretary and spokesman in the battleground state of Pennsylvania, handling planning, writing and media relations in the Greater Philadelphia market. He's the author of On Message: How a Compelling Narrative Will Make Your Organization Succeed.

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Page 1: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

@33voices

intelligent insights to advance your business and life

Page 2: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

The following represents 10 highlights from the interview by @MoeAbdou,

founder & host of 33voices®.

Page 3: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Zach FriendPolicy, public affairs and communica-

tions expert who has worked for Barack Obama and John Kerry’s presidential campaigns, the White House Council

of Economic Advisers, the U.S. Senate, Congressman Sam Farr and the Demo-

cratic National Committee (DNC).

@ZachFriend55

Page 4: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.1

Your identity is your brand.

keep it real and true to the underpinning of your narrative.

Page 5: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.2

Memorable brands have three things in common:

Page 6: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.2

Memorable brands have three things in common:

They have a deep emotional connection with their customers.

Page 7: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.2

Memorable brands have three things in common:

They have a logo that’s easily remembered.

Page 8: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.2

Memorable brands have three things in common:

They humanize their customers’ experience.

Page 9: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.3

Story resonates emotionally; it translates knowing into telling.

keep it simple, emotional and true.

Page 10: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.4

Believability and trustworthiness

go hand in hand.you earn it only when you’re consistent,

sincere and real.

Page 11: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.5

A winning message is concise, active and has a sense of emotional resonance.

Think Apple.

Page 12: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.6

Go beyond facts.a visual image has the ability

to put life into context and give meaning to facts.

Page 13: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.7

Context trumps content.In the world of endless content, it’s the person who provides context

who will elevate.

Page 14: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.8

Your actions speak much louder than your words;it’s these nonverbal expressions that are lasting:

Page 15: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.8

Your actions speak much louder than your words;it’s these nonverbal expressions that are lasting:

Your facial expression

Page 16: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.8

Your actions speak much louder than your words;it’s these nonverbal expressions that are lasting:

Your voice delivery

Page 17: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.8

Your actions speak much louder than your words;it’s these nonverbal expressions that are lasting:

Your voice delivery

33voicesZach Friend on Nonverbal Delivery

Page 18: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.8

Your actions speak much louder than your words;it’s these nonverbal expressions that are lasting:

Your eye contact

Page 19: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.9

When you make a first-time business connection,

level the playing field. Start with something that connects to their emotional resonance.

Page 20: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Stream interview Watch videoWatch videoNo.10

Forgot tag lines - they’re not real.

Opt instead for the one thing that you want people to know about your brand.

Page 21: 10 Insights for Crafting a Compelling Narrative, with Zach Friend

Really reflect...

If you were crafting a New York Times headline for your business,

what would it say?

Really reflect...