Episode Details

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Have you ever pitched a client and led with everything your agency does well, only to watch their eyes glaze over halfway through? What you're missing is positioning copy that actually moves people.

Today's featured guest has spent 40 years in the advertising and branding world, the last 20 of them devoted entirely to one question: why do some messages land and others disappear? In this episode, he'll walk through the storytelling frameworks he pulled from Hollywood screenwriting, evolutionary biology, and 12 years of podcasting, and then apply one of them live to Agency Mastery in real time.

Park Howell is the founder of Park&Co, an agency he opened in Phoenix in 1995 and grew from a one-man operation to a team of 20 and beyond. He is now a full-time consultant, speaker, and coach on the business of story, and the host of The Business of Story podcast, which he has been running for 12 years.

Park has been on the podcast previously talking about storytelling, how agencies fail to use it, and how, used, correctly it can help you connect with clients.

In this episode, we'll discuss:

• Is your agency telling the wrong story?

• The And-But-Therefore Framework

• How learning about Hollywood screenwriting can help you improve your proposals

• Three Forces of Trust Your Story Needs to Build

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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

The default agency pitch goes something like this: we have the best people, the best process, and a portfolio you will love. We are customer-centric, we care more, and we will be a true partner. And simply put