Wednesday, January 12, 2005

Story Telling Drives Contextual Communications

There are 2 objectives for story telling:

First, to reveal the kind of company you are by communicating the vision behind your products -- to show how your company is relevant to the customer's needs, wants and expectations; to show that you can be entrusted with their needs because of who you are, what you believe and what you want out of the relationship and how you return value to the customer.

Second, to identify segments who respond to specific types of stories ... to learn their stories ... and to identify those that are actively moving into a decision-making mode so you can get them into your sales pipeline and sell them more effectively.

There are 4 Rules for Contextual Story Telling:

1. Tell a good story ... engage, inform, inspire, motivate, reward

2. Persuade ... facts, emotions and testimonies

3. Be relevant ... contextual, customer-centric

4. Be catalytic ... surveys, interactive offers, interactive community dialogue

Marketing is not short of good strategies; it is short of good execution of the fundamentals.

We all fail when fundamental blocking and tackling are ignored. Marketing components should be interwoven into the total marketing and sales process. It will bring you a consistent presence in front of prospective and current customers who will experience first-hand how you are helping make them more successful. This demands a persistent effort to continuously build the subscriber database, your partner network and the sales opportunities that arise from the program, and coordination with all your other promotional programs.


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