How compelling is your marketing story?
October 27, 2014
By Jerry Bellune
How compelling is your marketing story?
You could spend millions to market your business.
It would probably work. There’s just one problem.
Most of us don’t have millions for marketing.
So here’s a less expensive and more effective way.
Market through your own story.
Here’s a story that has worked effectively for us.
Its David-and-Goliath theme appeals to people.
Partners once forced us out of our own company.
They didn’t want 50%. They wanted it all.
Customers became dissatisfied after we left.
They kidnapped us into starting a rival company.
Nine years later, we were ask to buy our rivals out.
That story resonates with our sense of justice.
Entrepreneur Vanessa Nornberg offers this advice:
Everyone likes to know the story behind the story.
It’s even better if you’re an underdog or the hero.
In our story, we are underdogs and eventual winners.
Vanessa speaks from personal experience.
She founded her own business five years ago.
Now she runs an Inc. 500 company in 23 countries.
She also advises telling your product’s story, too.
At a trade show, she was fascinated at one booth.
The exhibitors make oriental room dividers.
The booth was like stepping into their workshop.
A Japanese artisan was making one of the dividers.
The intricacy of the piece was astounding.
The craftsmanship was fascinating.
It added a dimension to the divider’s beauty.
The maker was showing a story of how it was made.
Here’s your storytelling challenge.
1. How can my personal story appeal to prospects?
Make it compelling with heroes and villains.
Tell the truth but give your story a sense of values.
2. How can my product’s story appeal to prospects?
Make it compelling with beauty, drama and value.
Tell the truth in showing the benefits of your products.
Recommended reading
How can you put romance into telling your story?
Read our special report for MidlandsBiz.com readers.
“The Secrets of Romance in Advertising” is free.
Just email me at [email protected]
Next: Secrets of reaching peak performance.
© 2014 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
