Identify the Real Story of your business, and you create a powerful marketing tool. Sometimes, the Real Story of your business is about your business. Here’s a way to begin thinking about your Customers’ Story:
Finding your customers’ stories: Go beyond testimonials. A case study tells the story of the problem and how your company solved it—but it’s really a story about a hero, a dragon and a damsel in distress. The dragon is the business problem—for example, a project badly behind schedule and over budget. Your company is the hero. The client is the damsel in distress. Every good adventure has a few plot twists to keep our interest—what challenges happened on the way to slaying the dragon? Did you lose key project personnel when you needed them most? Did a piece of crucial equipment break or get delayed in shipping? Details like this make your story compelling. And then there’s the happy ending—how your company solved the problem and what it meant for the customer—significant dollar savings, productivity enhancement, the ability to compete in new markets. Help listeners feel the real benefit.
Once you uncover your Real Story, it affects the way you communicate about your business and the way you think about yourself, your products and your customers.
Try this tip in your marketing, and see how it affects your results.
If you’re feeling mystified about marketing, join me on my next free teleseminar or monthly conference call http://www.dreamspinnercommunications.com/page/page/4496195.htm. I’ll demystify marketing for you and help you save money, get results and create marketing programs you feel good about.
For more great ideas, get my free e-book, “154 Power-Packed PR and Marketing Tips” at
www.DreamSpinnercommunications.com
Prefer to listen? Click here.
February 16, 2008 at 3:50 pm |
[...] Gail Z. Martin, on identifying your customer’s story, at Marketing Turnaround Blog. [...]