The Creative’s Story – Crafting Messages to Change Behaviour
Presented by John McNeal

Many have experienced the bitterness that comes after someone says they need time to “think about it” only later to learn they chose someone else. This occurs at the corporate level in marketing presentations and pitches, but also at the personal level as students vie for jobs in highly competitive fields.


Why does this happen and how can you turn the tides in your favor with a message that is convincing and memorable? The key is understanding the roles of rationale and emotion as it pertains to decision-making. This matters not only for your business but your personal brand – how you market and sell yourself.

In this interactive talk, you will learn from a veteran marketer, storyteller and animator how to influence and persuade with the right message.


Key takeaways include:

- the ROI of effective storytelling

- learn what motivators drive decision-making

- elements to create persuasive messages


About John McNeal

To understand John, imagine he is at the centre of a Venn diagram consisting of storytelling marketer, improvisational artist, and life coach. In 2002, he founded an animation marketing agency called 2reveal and he enjoys investing in others by encouraging their creativity. A “rational creative",

while his high energy and enthusiasm are natural traits for a business owner and public speaker, John has a unique, fresh, authentic spark that makes him not just enjoyable to spend time with, but skilled at leading people into what may feel like new territory, making them comfortable and helping them achieve their goals.