This incredible commercial has been making the rounds on the internet. It’s brilliant for the combination of product and life.

• Universal truths aren’t held back by culture.
• Emotions engage when language fails.
• Events connect us.
• The Olympics continue to make the world smaller (and I can’t wait)

Happy Mother’s Day!

What a day!!

Yesterday morning at 12:01AM the book moved to a price point of FREE. So how did it end up?

2,472 Downloads – That’s 1.7 downloads a minute!

#4 on Amazon’s Best Sellers in Business

#125 on All of Kindle Downloads

It was a fun day to consistently see the numbers pour in.

So where do we go from here?

Great question! Here’s a few suggestions.

• Let me know what you think – review the book on Amazon, write a blog post, etc
• Sign up for the email newsletter (to the right of this post) – This group gets information earlier than the general public.
• Let’s connect – Follow me on Twitter or like the Portnoy Media Labs page on facebook
• Shoot me an email – The book is a framework on how to breakdown a story in a vacuum. Your organization could be different and you might have questions on how to approach it.

I wrote this book as a love letter to a frustrated development directors and battle-weary marketing managers and I’m thrilled it has ended up in so many hands.

One last thing: If you weren’t able to grab the book yesterday, the price is now just $2.99!

My book, The Non-Profit Narrative has been getting some attention. People are talking and saying some very nice things like, “Dan gets into the nuts and bolts of going beyond facts towards building a compelling story.” and “I continue to tell others about Dan’s book, because I think it’s an important work, and gets to the core of what we should be doing, both in the non-profit and the for-profit sectors.”

But starting right now and continuing until Thursday 12:00AM, the book will be FREE for download to your kindle device. Don’t have a Kindle? It’s ok, there’s software for virtually every computer and operating system – MAC or PC

I wrote this book as a love letter to non-profits looking for a jolt and those feeling overwhelmed. Would you help me make sure it gets to them?

I’m asking to help me get the word out on it. Please share the link on facebook, tweet about it or send email to a friend that works at a non-profit.

Here’s some sample Tweets and facebook posts:

Sample 1
Just downloaded my FREE copy of The Non-Profit Narrative by @DanPortnoy Get yours too! http://amzn.to/JbfADu No strings! #nonprofitbook

Sample 2
The Non-Profit Narrative by @DanPortnoy is FREE! Download it here! http://amzn.to/JbfADu #nonprofitbook

Sample 3
Great Caesar’s Ghost! The Non-Profit Narrative by @DanPortnoy is FREE Download it here! http://amzn.to/JbfADu #nonprofitbook

Thank you and be safe.

The website and program, Brand Fast-Trackers had me on their show for a talk about the book and some of the framework that I use in the Non-Profit Narrative

Check out the show here ‘How Stories Can Save the World’

Bonus: I throw The Jerry Springer show under the bus.

The video begins and the images fade in. All black and white picture of haunting horror come across the screen.

A person in the gutter, the streets of the red light district, mistreated animals in cages.

Each set of eyes shows no hope. The piano music begins. Image after image showing how terrible things are.

Then the voice over begins…

We’ve seen this kind of campaign over and over. It’s tired, insulting and manipulative. The crazy part is: it works.

Guilt works, it really does. But it’s a short lived victory.

The downside to guilt is that it will solve the problem for today but eventually a message of guilt becomes white noise or worse, attaching your brand to a feeling of anger.

Homelessness, animal abuse, and human trafficking are all terrible issues and they need all the help we can give to change their trajectory. So here’s a few tips on how to avoid using guilt on your next campaign.

Tip #1 – Think about the issue for more than 10 minutes.
In the last 4 years I’ve seen a ton of videos on the issue on homelessness. Anytime a shelter, housing program or rescue mission hires a new team to create media, the first offering is usually in the black and white photo style. Why is that? Because it’s the first idea. Brainstorm!! Take an hour and let your mind think o the possibilities. I also love this quote, ?”I think the fundamental job of a producer is to be a dreamer.” –Gil Cates

Here’s some contrast – I think this video shows the horror and the seriousness of the issue of homelessness in Los Angeles and it’s done through well thought out content, personal/authentic story and it’s not preaching.

Tip #2 – Don’t create in a vacuum!
Grab your best mates for a small rap session. It doesn’t have to be a focus group. Just bounce some ideas off them and see what resonates. I find the best audience are abstract thinkers because there’s nothing to look at. Grab a white board and start fleshing out your brainstorming session.

Tip #3 – Inject the Joy!
As much as horror and shame can be a way to tell the story, let’s look at the other side of the coin. Can we show hope and inspiration and energize your audience? What if your media left audience thinking about how they could join your work? Look to be more than a reminder of how terrible some things are or be the echo of sadness for the rest of the day.

Tip #4 – Take a Risk
You can be awesome or awesomely terrible to have things spread on the internet. Tupac Hologram at Coachella or Hot Problems – and that was just this week. No one ever shared that campaign that was, “Ok” or “Not bad”. Trust your gut and swing for the fences. Even if it doesn’t get massive attention, you’re learning and your process will be better.

Tip #5 – Do you like it?
Before you ship it out the door you need to ask, “Do I like this?” Would I get involved with this?” “Am I proud of this?”. If the answer is anything less than, “You bet your sweet bippy!!” then there’s work to do. Take another crack at it. Don’t obsess for perfection but make sure it’s at least 85% to your liking.

Dan Portnoy is the author of The Non-Profit Narrative: How Stories Can Save the World. He loves helping passionate people strive for the impossible and on several occasions he’s seen it happen. Send him an email at dan@portnoymediagroup.com