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What's Your Story - Part II

Written by: Caroline Melberg

Article Overview: Strategy to deliver targeted visitors to your website.

What's Your Story - Part II

In part one of this series, we talked about marketing being
all about telling stories. As a marketer, I tell my client’s
stories to their customers. And yes, I do it because I enjoy
it – but I also do it (as does every other marketer) because
consumers demand it.

So, if marketing = story telling, does that mean that all
storytellers are marketers?

Yes, it does.

It doesn’t matter whether you are in a “marketing position”
or not – the fact is, if you have an idea you want to spread
or a story to tell, you’re a marketer.

It sounds like it should be pretty easy, then – tell
stories, people buy your stuff – what could be easier,
right?

Unfortunately, it’s a little more complicated than that.

The challenge starts with people’s perceptions and belief
systems. That’s why 2 people can look at the exact same
thing and have completely opposite opinions about it.

An obvious example of this phenomenon can be seen in any
parking lot in America. If cars were really all about
getting from point A to point B, we wouldn’t need more than
a couple different models to choose from.

But car manufacturers tell a story – some cars are
“practical” while some are “environmentally friendly.” Some
are “utilitarian” while others offer speed or luxury.

And the person who claims she needs a car for transportation
to and from work – but “wouldn’t be caught dead” in one type
of vehicle or another – has simply believed the story that
auto marketers have told her – the type of car she selects
will align with her perceptions and beliefs about the world.


Perception, as they say, is reality.

It’s why all products don’t appeal to everyone. Take diets,
for instance. Many people want the exact same thing – to
lose weight, get in shape and feel fit and healthy.

Yet if everyone’s perceptions were identical, there would be
no need for 90% of the hundreds of diet bestsellers on the
bookshelves. The diet someone chooses – or the car they
drive – or anything they purchase fits with their perception
– how they see the world.

If you want to attract bees – put out the honey! As a
marketer, one of my most important goals when I’m working
with a client to develop their marketing plan is to help my
client determine who their best customer is, and how we can
best market to those customers.

As we’ve seen – not every story will resonate with everyone.
The trick in telling authentic stories is to frame your
story so that it hits home with your specific customer group
– the customer whose way of seeing the world aligns best
with the story you have to tell.

Find those customers, tell your story using language that
reinforces the way they see the world – and watch your sales
grow!

About the Author:

"Entrepreneur and outdoor photography adventurer Caroline Melberg is President and CEO of Small Business Mavericks, a division of Melberg Marketing. She has over 20 years of experience creating marketing communications materials and writing copy for some of the largest and most successful companies in the world. Her small business columns are syndicated online, and she publishes the award-winning eZine, ""Small Business Maverick Secrets."" Learn insider Maverick Marketing secrets you can use immediately to find new customers and increase your sales. When you subscribe, you'll also get a FREE copy of her e-Book, ""Local Small Business Internet Marketing Secrets"" - learn insider secrets to marketing your local small business on the Web today! Get your FREE subscription at .

Want to use this article in YOUR eZine or business publication? You can, as long as you include the complete article along with my bio above!"

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Article Tags: car, marketers, marketing plan, perceptions



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