Winning People's Buy-in by Telling Stories, with Amy Hebdon

Stop me if you've heard this one before. You've taken on a marketing initiative that is finally going somewhere, and it's now time for management to see what you've done and approve more funds, or give you props for  all your hard work. But on presenting your data, you're only met with blank stares or nit-picking centred around how you put your data together. 

What's going wrong when this happens? It's probably that your audience couldn't boil it down into something that makes sense to them. The universal structure that all of us use to do this is stories.  

My guest uses stories to present the performance of her marketing programs. It's her contention that using a story-like framework works to your advantage when presenting data. Amy Hebdon has managed Google Ads Since 2004, working her way through at least a half dozen agencies.  In 2017, she and her husband James co-founded Paid Search Magic, which provides  coaching, consulting, audits, reporting, and courses for those who want to get better at search engine marketing. She has lived in a handful of states and two central American countries, and she joined us today from the new “Home-base” which is in  Tennessee. 

Fun Fact: worked for a man (named Mr. Schneer) who was in charge of the company website and didn’t know how to use the internet (he asked me which was the “dot” key in typing “dotcom”)

People/Products/Concepts Mentioned in Show

P-A-S framework: Problem Agitate Solution Rats in the Cellar, a concept popularized by CS Lewis Video on Story Structures, given by Kurt Vonnegut  Curator Amy's Twitter profile Facebook group Google Ads for Savvy Digital Marketers

Episode Reboot. 

Frame your statistics in a way that illustrates the impact on what your audience cares about.

For more details, please visit https://funnelreboot.com/episode-94-winning-peoples-buy-in-by-telling-stories-with-amy-hebdon/