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Professional Services Masterclass: Storytelling Supercharger: Master the 15 Principles That Make Professional Services Content Unforgettable

Joe Lazer  (Fractional CMO, Pepper Content)

Location: Room 6F

Date: Monday, September 15

Time: 9:00 am - 10:30 am

Pass Type: All Access, Main Conference Plus - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Workshop

Track: Workshops

Vault Recording: TBD

Audience Level: Intermediate

In this hands-on, interactive workshop, Joe Lazer — bestselling author of The Storytelling Edge and CMO at Pepper — will guide participants through the essential storytelling principles from his forthcoming book Super Skill, empowering them to transform complex expertise into client-winning stories and thought leadership.

Gone are the days when publishing “pretty good” white papers and case studies cut it. In a world of AI slop, distinctly human storytelling is your biggest competitive advantage. In this workshop, you'll master specific frameworks and techniques that will immediately elevate both your firm's marketing strategy and your personal brand and authority in your field.

Takeaway

  • Analyze your signature stories and strengthen them with the RENT framework (Relatability, Ease, Novelty, Tension)
  • Identify your ideal "muse" to make your thought leadership more targeted and impactful
  • Map your transformation narrative using proven story structures
  • Practice creating "vulnerable moments" that build trust with prospects and clients
  • Learn to use AI as an amplifier rather than a replacement for your creativity and subject-matter expertise
  • Build a personalized storytelling playbook you can implement immediately