What is your marketing story?
Is your marketing story compelling?
Does it turn the heads of your audience?
Does it make them smile, wonder, capture their imaginations, get their brains active?
Or does your story fall flat?
Not certain what I’m talking about?
Okay. Rather than telling you about marketing stories, I’ll give you an example of a truly great story, a compelling presentation and then we can chat about it.
Watch the video below. As you watch, think of these questions.
- What is the problem or barrier to the product?
- Was this a real problem or is it based on a false belief?
- What is an effective demonstration of a solution to this problem or reasons to change an old belief?
- Was this approach truly unique or is it the same approach everyone else uses?
Now, shift gears and think about your business, your industry and begin crafting your own marketing story. Ask yourself:
- What is your problem or barrier in getting people to buy your products or services?
- Is this problem real or based upon a myth or false belief?
- How can you effectively show or demonstrate how this problem can be solved or why this belief should be changed?
- Is your approach to addressing these barriers/beliefs truly unique?
But I can’t rent out a Museum!
You don’t need to COPY Beldent’s demonstration.
In fact, it may NOT be appropriate to do a public test to demonstrate your solution.
Put on your creativity cap and turn on the juice.
Maybe there is an ingenious way you can turn some boring industry research into your marketing story. Translate all those mind numbing numbers into a powerful marketing story.
Every industry has slang expressions about their business.
- Restaurants use the term “Hockey Puck” for a well done hamburger.
- In business consulting there’s the term PIOUTA: pulled it out of thin air. Another is the “straw man” – an idea that allows people to “shoot at it” without fear.
- “VunderBob” is the industry slang term for the practice by an insurance company of repeatedly denying a valid claim, hoping it goes away.
Which slang expressions could you creatively string together to demonstrate your solution?
Borrow an idea from the past and have your staff put on a play in the style of Shakespeare to get your solution across.
Think of the old Burma Shave signs along the highway.
Takes the “H” out of shave / Makes it save / Saves complexion / Saves time and money / No brush – no lather / Burma-Shave
Every shaver / Now can snore / Six more minutes / Than before / By using / Burma-Shave
How could you convert your solution into Burma Shave signs for your online communications?
You could invite 3 or 4 of your best customers to a luncheon and have them describe how they feel about your solution. Having a small group share their experiences with each other will stimulate more conversation and give you more ideas.
The point is to make the demonstration of your solution unique and thought provoking.
Which do you choose?
You only have two choices.
You can saddle yourself with a boring story that everyone will ignore or you can start creating a marketing story that will change the minds of your audience.
Which are you going to do?
What barriers or myths does your audience have about your products or services?
Are you addressing these barriers or myths or ignore them?
Are you addressing them in a truly unique way…in a way no one else in your industry is using?
Is your marketing story changing minds?