Friday, March 24, 2006

Story Telling is Marketing's Greatest Skill

Overcome the Poor Performance of Most Marketing Campaigns:

There are 3 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 how your company delivers value … high value. No bs here, get at the real value you provide and demonstrate it in your story

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.

I propose 4 Rules for 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


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