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The Limitations Of Marketing To Persuade

filed in Brand Story, Brand Strategy, Marketing

We assume sales and marketing are simply a case of fulfilling unspoken desires or unmet needs and making the people with those needs aware we’ve solved their problem.

But there’s another piece of the marketing puzzle we often overlook—the doubts our customers must overcome. People don’t just want to know that our products and services exist or how they are better. They also need reassurance that the product enabled the change they are seeking. What most people care about isn’t making the right decision, it’s making the wrong one.

We market to persuade, often forgetting the place of marketing to reassure.

How are you ticking the reassurance box?

Image by Art DiNo.

What Do You Need More Of In Order To Succeed?

filed in Brand Story, Success

If you had to pick one thing you need more of in order to succeed what would that be? Do you really need more time or more resources? Will more attention or more influence enable you to get to where you want to go?

When we dig deeper what we find we’re lacking isn’t cash or connections, it’s the courage and commitment to finish what we started. The story we tell ourselves and the lines we draw are a choice. What are you choosing to believe and act on today?

Image by Thomas Hawk

Anticipating The Next Move

filed in Brand Story, Brand Strategy

Every successful business strategy is dependent upon making a good decision about the next move. In a commercial world, we spend a lot of time planning to create growth. Often those plans rely on getting the customer to do what we want them to do—so we can make our next move.

The businesses that not only survive but thrive are the ones that anticipate and obsess about the customer’s next move. They intentionally design products and services that take the customer where she wants to go. The brands we are devoted to now—Netflix, Airbnb, Amazon and on and on are masters of seeing us and planning for our next move.

When our future is dependent on our customers, it’s their likely next move that should inform our strategy.

Image by George Pachantouris

Louder Than Words

filed in Brand Story, Marketing

We’re obsessed with finding the right words to communicate our value. We finesse our LinkedIn bios, agonise over product descriptions and sales pages. Of course, words have enormous power. But they are worthless without the actions that support them. It’s no good describing how great your product is if you haven’t put in the work to make sure it never disappoints.

Our stories are every bit as much about what we do as what we say. You have to work at being as good as the words you want to have the privilege of using.
What did you do today to tell your story?

Image by Niall Kennedy

What Do The Best Salespeople Do?

filed in Brand Story, Brand Strategy, Marketing

A young couple spent a while ‘just looking’ in the furniture store before approaching a salesperson to ask about fabric choices on a particular sofa. She showed them the swatches and said nothing. The guy asked if they had anything like it—a large squashy four-seater in leather. They didn’t.

“What size exactly are you looking for?” she asked.

The couple didn’t know, but they started to describe the style of sofa they wanted.
Comfortable, not too formal.

“Come back to us once you have your measurements.” she smiled, as they walked out the door.

The salesperson didn’t ask, where they lived, in what type of house. She forgot to find out where the sofa would go, what they would mostly use it for and the number of people in their family. She lost the business because she prioritised the facts before the story. This doesn’t happen at IKEA.

Yes, the sofa has to fit in the room physically, but it has to fit with the customer’s wants, needs, hopes and dreams first. The best salespeople always start with the story.

Image by Judith TB

Unlock the magic in your story now.

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