Summary

Kris Jones: The Shades of Entrepreneurship

Importance of storytelling in marketing @ 0:00

Gabriel and Kris discuss how storytelling is essential for brands to connect with their audience and stand out in a crowded market. They emphasize the need for a clear, compelling brand story that resonates with customers, especially in the current economic climate where consumers are more cautious with their spending.

Kris's new book on story-driven websites @ 2:45

Kris shares that he has written a new book called "From Click to Clients" which focuses on helping business owners create a story-driven website that effectively converts visitors into clients. He explains that many entrepreneurs struggle with their websites, often feeling ashamed of them, and not knowing how to leverage storytelling principles to make their sites more impactful.

The hero vs. guide framework for storytelling @ 14:44

Kris outlines the classic storytelling framework where the client is the "hero" and the business owner is the "guide" who helps the hero solve their problem. He cautions against making oneself the hero of the story, as that makes the potential client the weaker character. Instead, the website should invite the client into the story and position the business as the trusted guide.

Practical tips for implementing story-driven web design @ 18:24

Kris provides a 4-step process for quickly implementing a story-driven website: 1) Mining for the business owner's authentic story, 2) Refining and polishing that story, 3) Applying the story to the website design, and 4) Attracting and converting the right clients. He emphasizes the importance of clear calls-to-action and avoiding overwhelming the visitor with too many options.

Recap and next steps @ 30:09

Gabriel summarizes the key takeaways from the conversation, including the importance of focusing on the client's needs and benefits rather than just promoting oneself. He plans to apply Kris's advice to refine the call-to-action and messaging on his own website. Kris encourages listeners to check out his free storytelling guide and tutorial on his website.