Park Howell has been in advertising for 30 years, has run his agency for 20 years, and has been focusing on helping brands tell their stories for the past ten years. He is the founder of Business of Story, a proven platform proven platform based on his 10-step Story Cycle system to help business leaders and communicators achieve significant growth for their enterprise. Listen along with Eric Olson as we get advice on how to tell Clever Stiletto’s story, and learn along the way with Eric about how to formulate your company’s story in a way that maximizes not only your brand’s outreach but also the level of connection you create with new and old clients alike.

Podcast Highlights:

Howell expands on the last thirty years he has spent becoming an authority on marketing and advertising and discusses his new company, Business of Story (2:24).

Get insight on how Howell goes about evaluating what makes companies better than their competition, and he discusses Clever Stilettos regarding what makes us have a unique edge as he asks Eric what position we hold online as a resource for entrepreneurs (10:24)

Eric gets a walk through on Howell’s “how to” for defining who Clever Stiletto’s target audience is, and how we can use that to create our brand’s story that centers around our hero, or in other terms, our ideal client. (16:03)

Find out where you can go to reach out to Howell for any questions you might have about how to tell your company’s story (34:06)

What you’ll learn:

Howell gives us a fun activity to do over YouTube to show us why his 10-step system works, and how it relates to the classic “Hero’s Journey” type of story template that he uses to help his clients grow their business (5:31)

Learn about how you and your company can write their story with the use of the Hero’s Story template which consists of the “chapters” below: (7:58)

Chapter One: Your position in the marketplace
Knowing what makes your company different than the competition is critical, so defining what your position is in the market is central to telling your company’s story and makes you a leader in your category (9:16)

Chapter Two: The Hero of your story is not you
As a CEO of your own company, it is easy to put yourself in the center of your brand’s story. However, listen as Howell explain why this is the wrong direction to take your story in, and in reality why the target audience you are trying to reach is the center, or hero, of your company’s story (14:00)

Chapter 3: What’s at stake?
Howell lays out two central questions to ask yourself about the influence your company has on your audience as a way to help you bring together your company’s story:

What does she stand to gain by coming to __________ * to help her take the next step in growing her business? (18:03)

What does she stand to lose by remaining in “status quo” and not using our company _________* as a resource?

*Insert your company’s name

Chapter four: A call to adventure
When formulating your companies story, it is essential to figure out what life disruptions have caused clients to come to you in the first place, and what makes you qualified to become someone they can turn to make their lives easier. In general, it is a question of “What do you make happen in the lives of your clients”? (18:34)

Check out www.businessofstory.com to get a full all through and tutorial on the steps to follow when trying to write your companies story (22:10)

Chapter 5: In writing your story, always identify the obstacles and antagonists that you must overcome to achieve what you want (22:22)

Chapter 6: Enter the mentor
When formulating your story, keep in mind three things: Promise, Gift, and brand Personality. Listen as Howell explains what he means by these three things, and how they can help you bring your story together (23:40)

Chapter 7: The Journey
Brand awareness. When and where does this happen to you and your target audience? If you can figure that out, then you can formulate better stories about your brand and create brand adoption and appreciation among your desired clients. This results in FREE “word of mouth marketing” for your brand (27:11)

Chapter 8: Victory is at hand (29:23)
Map out the wins you want to help your customers accomplish, and be there to help them celebrate when they get those wins.

Chapter 9: Moral of your story
Howell explains that the most critical step in creating your story is the “moral’: Figuring out what beliefs and values you hold dear as a brand, and evaluating whether or not they align with the values held by your target audience is vital as we create bonds through shared values and beliefs (30:31)

Chapter 10: Ask yourself: “How to get your clients to come back for more?”
Howell explains how to get clients to come back for more: “By weaving your customer’s story with that of your companies, so they become one in the same” (31:52).


Get your notepad out and join me. Hit play below to hear the show.


Photo ofEric Olson
Eric Olson
Job Title
Chief Marketing Officer
Clever Stilettos

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