I can’t get story marketing off my brain. It has engrossed my thinking lately. In part, because the theme and concept keeps hitting my marketing radar. As I meet with numerous small business clients, I see the concept of story turning on ideas and generating content for many small businesses. Once they get the value of this mythical concept, their business becomes more than just generating revenue–it becomes their own novel. The novel is a process. Or, better said, it starts as a short story and then evolves into a novel with a process of continuing chapters. Story marketing works. All businesses need to see how they are different rather than better.
Better may last for a month, but different lasts a lifetime. Better is boring; different equals dimes, as in long-term sales and revenue.
Different? What does that mean to your business? How are your ideas, founding, products and services, employees, customer service indeed different? Not better. Different.
Sit down and force yourself to list just how different your product is. Again, not better but different. What really makes it unique? What can you bring to the table that no other business offers? Take some time. Brainstorm and keep brainstorming. Think of what your customers tell you. Listen. Think of testimonials. Think of solutions. Think of how you make customers lives better, more efficient, more sales, safer, cleaner, faster, cheaper, and so forth.
List as many as you can. Then, create a content calender over time to communicate this story. Now, go do some story marketing. Be different…
By Stuart Atkins
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