Marketing is all about telling a story people can believe in.
Get a feeling for your customers’ worldview.
Tailor your story to your customers’ worldview.
People only pay attention to new information and they create stories to make sense of it.
Only authentic stories have a resounding impact on people.
Marketers shouldn’t cross the fine line between fibs and frauds.
This is why stories are so important: they allow us to make sense of the world. If you want people to engage with the new information you give them, you have to make sure your story is authentic.
Your story is authentic when it’s coherent relative to all aspects of your business. Your product, your employees and your company’s message all need to align with each other.
The key message in this book:
Get to know your customers, then craft a special and authentic story just for them. Make sure every aspect of your business – from your staff to your products to your logo – fits in with that story. Use harmless fibs if it helps you and your customers, but don’t ever commit fraud against them. When you reach out to people in a meaningful and sincere way, you’ll build a relationship that benefits both sides.
Actionable advice:
Tailor your story to a small audience.
Don’t try to appeal to everyone or you’ll water your story down. When your story targets a more specific audience, it’s much more powerful.
Get a feeling for your customers’ worldview.
Tailor your story to your customers’ worldview.
People only pay attention to new information and they create stories to make sense of it.
Only authentic stories have a resounding impact on people.
Marketers shouldn’t cross the fine line between fibs and frauds.
This is why stories are so important: they allow us to make sense of the world. If you want people to engage with the new information you give them, you have to make sure your story is authentic.
Your story is authentic when it’s coherent relative to all aspects of your business. Your product, your employees and your company’s message all need to align with each other.
The key message in this book:
Get to know your customers, then craft a special and authentic story just for them. Make sure every aspect of your business – from your staff to your products to your logo – fits in with that story. Use harmless fibs if it helps you and your customers, but don’t ever commit fraud against them. When you reach out to people in a meaningful and sincere way, you’ll build a relationship that benefits both sides.
Actionable advice:
Tailor your story to a small audience.
Don’t try to appeal to everyone or you’ll water your story down. When your story targets a more specific audience, it’s much more powerful.