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In his best-selling book Story: Substance, Structure, Style, and the Principles of Screenwriting, Robert McKee, the world's best-known and most respected screenwriting lecturer, argues that stories 'fulfill a profound human need to grasp the patterns of living-not merely as an intellectual exercise, but within a very personal, emotional experience.' Or as USC leadership guru Dr. Warren Bennis states, 'Man cannot live without story any more than he can live without bread.' What's the point you want to make at your next meeting? Who has used your product and reported a wonderful story that came as a result of that product? Article: In a data-driven world, facts and figures are the order of the day in sales calls, employee meetings, switchboard rooms, and political assemblies. Traditionally, when a person is trying to convince someone else to do something they use the logic of benefits and features - long the sacred domain of anyone in sales. And they are missing the boat. What truly moves us as human beings, what prompts us into action, is emotion. Imagination is the conduit of emotion and well-crafted storytelling carries the imagination. Consider this story: You place your hand on top of your head, only to feel the sun radiate from your scalp. Sweat trickles down your back and the once ironed shirt clings to your sides. The pavement roasts your feet even through your thick-soled shoes. You've been walking for a 45 minutes, trying to find the office where you are scheduled to make a sales call. Suddenly, a swoosh of cold air swirls at your side as a young couple comes burden out of an ice cream parlor, licking swirls of raspberry and vanilla perched in a sugar cone… I'll bet you're ready for some ice cream! What engaged you was the reliving of a down-to-earth experience. I didn't need to itemize the benefits of cooling off or list the features of ice cream and this particular store. You were drawn in by your imagination. Facts tell. Emotion sells. You imagined how you would win over the odds of heat by taking a half time for ice cream. We follow leaders who harvest us by stories that draw us in and give us purpose for mortal part of the company. We buy products when we see or read of the human experience with that product. (Remember the Maytag Man?) And we derive from the call to stratagem if we hear a prescriptive story randomly triumph over odds. Think pertinent to the solicitation letters you get from non-profits. They are often stories of individuals who suffered greatly until the non-profit's 'product' recognized them to regain a semblance of their life. In short, crafting compelling, honest stories that resonant core values in precedent is a skill worth learning by any leader, manager, sales executive, or parent. In his best-selling book Story: Substance, Structure, Style, and the Principles of Screenwriting, Robert McKee, the world's best-known and most respected screenwriting lecturer, argues that stories 'fulfill a profound human need to grasp the patterns of living-not merely as an intellectual exercise, but within a very personal, emotional experience.' Or as USC leadership guru Dr. Warren Bennis states, 'Man cannot live without story any more than he can live without bread.' What's the point you want to make at your next meeting? Is there a story that can be crafted to that point-not a sermon to be intoned? Who has used your product and reported a wonderful story that came as a result of that product? Or did you even say, 'Tell me a story…' What stories are told in the toast room close upon what it is like to work where you are? What contribution could you make to this story that could improve the ending? What future do you want? Create a story apropos it. Remember, people are not inspired to act by reason alone. The heart holds hands with the head. © 2003 by Eileen McDargh. All rights reserved
Advertising Account Executive needed to join NameMedia.
NameMedia is the owner and publisher of many of the largest and most active enthusiast community sites on the web, including sites focused on photography, astrology, rock climbing and sky-diving. Each month, almost 9 million unique visitors come to our sites in the consumer technology, outdoor sports, and astrology categories. This massive audience of experts and enthusiasts visit our sites in order to interact with online communities sharing similar interests. Our audience is passionate, active, and engaged. Take your career to the next level by working with some of the biggest and best brands in each category and join the NameMedia family.
In this position, you-ll help to provide integrated, cross-platform advertising solutions. The primary responsibility of the Account Executive is to drive and grow new business revenue with advertisers. You-ll manage business relationships to ensure that your clients- needs and requirements are met. This will require you to serve as their advocate within NameMedia-s companies while collaborating with other NameMedia teams to provide them with a comprehensive portfolio of solutions and options. This is a high-adrenaline, client-facing sales role requiring deep industry expertise, proven sales ability with a particular penchant for closing deals, and a broad base of industry contacts. You understand and anticipate how decisions are made, and you will persistently explore and uncover the business needs of your key clients.
The ideal candidate has a proven track record in online sales at a top publisher or Media site. We-re looking for an energetic self-starter with a consultative sales approach who is pro-active in driving revenue and increasing client base. You must be results-driven, have strong analytical skills and be committed to creating new business opportunities. The NameMedia Advertising Account Executive is expected to able to articulate & present the NameMedia value proposition to the advertising community.
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