Why All Companies Need a Story
Why All Companies Need a Story
Stories capture our attention quickly. They are more entertaining than straight facts and allow us to take a complicated topic and explain it in such a way that it is appealing to a listener.
So why does a company need to tell a story? Simply put, it gives you control over what and how people talk about you, your products and services.
A story:
• helps you to build credibility and trust
• simplifies a product, service or a process
• builds a case with the emotional buyer
• differentiates you from your competition
Choosing your story
In his latest bestseller "All Marketers Are Liars," Seth Godin talks about choosing a commonly held viewpoint in the marketplace and then aligning your story to that viewpoint. Your story MUST be consistent with what you can realistically deliver.
If you can relate with a commonly held viewpoint and then deliver on that viewpoint, your story will be successful. When your story is successful your audience will embrace it and spread the good news by word of mouth.
While having a story is important for all businesses, it is doubly important for the small business. Stories and testimonials are your two strongest ways to build trust and credibility affordably.
Recommended Reading
This is a book about doing what consumers demand— painting vivid pictures that they choose to believe. Every organization must understand that the rules have changed again. In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.
Our Review
Seth Godin's book is an easy and entertaining read. While it focuses mostly on business-to- consumer marketing, the principles are very similar for business-to-business products and services.
Why All Companies Need a Story - To learn more about this author, visit Cidnee Stephen's Website.
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Think about the last time you and a friend raved about a product or a service. Did you talk about the company's motto or its whole product line? Of course not, more than likely you told a story about your experience with that company. You might have had a personal anecdote about the person you dealt with or their stellar service. Maybe you found their product out of this world!
Stories capture our attention quickly. They are more entertaining than straight facts and allow us to take a complicated topic and explain it in such a way that it is appealing to a listener.
So why does a company need to tell a story? Simply put, it gives you control over what and how people talk about you, your products and services.
A story:
• helps you to build credibility and trust
• simplifies a product, service or a process
• builds a case with the emotional buyer
• differentiates you from your competition
Choosing your story
In his latest bestseller "All Marketers Are Liars," Seth Godin talks about choosing a commonly held viewpoint in the marketplace and then aligning your story to that viewpoint. Your story MUST be consistent with what you can realistically deliver.
If you can relate with a commonly held viewpoint and then deliver on that viewpoint, your story will be successful. When your story is successful your audience will embrace it and spread the good news by word of mouth.
While having a story is important for all businesses, it is doubly important for the small business. Stories and testimonials are your two strongest ways to build trust and credibility affordably.
Recommended Reading
This is a book about doing what consumers demand— painting vivid pictures that they choose to believe. Every organization must understand that the rules have changed again. In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.
Our Review
Seth Godin's book is an easy and entertaining read. While it focuses mostly on business-to- consumer marketing, the principles are very similar for business-to-business products and services.
Why All Companies Need a Story - To learn more about this author, visit Cidnee Stephen's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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