How to tell a marketing story so as not to be the Lord of the Rings

A marketing story is the story of a brand that you create. what about him? From the marketing and promotional materials, it may seem that every brand and company has an original marketing story slowly. At any given moment, you can read somewhere that the ad “perfectly tells the entire brand story”. Can we talk about a sudden deluge of amazing and fun stories? But where, it’s just a flurry of phrases with nothing but vulgarity behind.

The marketing story is not the Lord of the Rings

Lehits entrepreneurs don’t tell stories that have nothing to do with their business.

Imagine telling children before going to bed: Once upon a time there was a king, he ruled good and bad, helped one person, threw another into a famine, raised some children, and eventually died. They might get bored if they haven’t fallen asleep after the first sentence. Unfortunately, such marketing “stories” are presented to us today with great popularity by both companies and especially their advertising agencies. The fact that a company produces and sells something, with some customers buying it and others not, pretending to be something completely original It should address where from.

“The marketing story doesn’t have to be a story at all. No need for The Lord of the Rings or the Three Musketeers.”

The marketing story doesn’t have to be cliche

Sure, Seth Godin has had his share in the deluge of marketing stories, but he is in his book All marketers are liars He described real and original stories, not a dozen trifles. It is difficult to compare the story of how a drinking cup manufacturer convinced its customers that the wine tastes better than its products (so they stand behind it unreservedly regardless of objective tests), for example, with the “story” of the local wine industry, which is only known to be involved in this the field.

The marketing story doesn’t have to have a story

To be clear: The marketing story doesn’t have to have a story at all. No need for the Lord of the Rings or the Three Musketeers. Marketing story It is basically informationThis exceeds what we normally expect from such contact. Explain to the customer why they should be supportive of your brand without having to work hard to find logical reasons. It’s a well-known secret that between eighty and ninety percent of people make their decisions based on emotions. Tasting better wine in one of the many identical glasses is nonsense that makes sense, but the emotions completely satisfy him. And because customers buy these “expensive” mugs enthusiastically, it is clear how cold the account costs in terms of fun and pleasure.

So maybe you were not interested in the fact that you founded a company, and despite the difficulties you faced with the competition, you have put it very well in the market. But if you get to this point as David, fighting to the death with Global Goliath, this is a marketing story that could grab attention ( I recommend reading the e-book David’s secret slingshot or how to succeed in the face of major competition). So it is clear what is important to create: you need to meet the needs of a customer, fill a place in his life, and add something to it. You have to enrich them with your story. Then they will be happy to listen, share and share.

I stress that people need to be enriched by the story. The vast majority of entrepreneurs and marketers live in the misconception that a customer is enriched by simply purchasing their product, which is usually an unfounded pride. There are so many vacuum cleaners, cars and wraps that we buy because we need them, not to make life more interesting and beautiful.

The marketing story should be personal, not selfish

The second important principle is that the marketing story should be personal, not selfish. People like it when a particular person stands for their personal story behind the company.

For example, I have long recommended the story of the Tlust bag maker for attention, but then they quarreled with the company, the founder left and it’s a completely different story.

On the other hand, customers want So that the story interests them in one way or another. When a businesswoman describes by chance how she was in the maternity ward and finds out that she will sew, say, a hat, that is a story that people may love to read, but they will not care about the hats. Because the author can also start assembling tractors or planting carrots. Her story has nothing to do with hats and customer needs.

So don’t rely on “brand stories” created a hundred times as repetitive in hopes of gaining attention. The soulless repetition of terminology hasn’t created a star of any brand. Not even honest stories, but it has nothing to do with marketing. Instead, get inspired by All Marketers Are Liars and start creating a true, original story. good luck.

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