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What Successful Marketers Do

filed in Brand Strategy, Marketing, News

The restauranteur wants people to feel at home when they dine at his cafe. He furnishes it with a communal table filled with jars of decadent preserves. Diners help themselves to as much as they want without having to ask the wait staff for more.

The technology company wants to make women feel more at ease when they’re buying big ticket electrical items. They understand smells affect consumer behaviour, so orange and vanilla scent is diffused throughout their stores.

The fitness brand knows people are more likely to exercise when it feels less like work. They create an immersive group experience that makes exercising more pleasurable and fun, so members return more often.

Successful marketers act with intention. They deliberately connect strategy and tactics to the outcomes they, and more importantly, their customers, want to achieve. They begin with the end in mind and work backwards.

We have to change how people feel before we can hope to change what they do. We often try to skip this step. It takes courage and time to deliberately connect your brand story to a well thought through strategy—but it’s worth the effort. What end do you have in mind?

Image by Enrique Céspedes

The Power Of Story To Find Value

filed in Brand Story, Marketing, News

As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets in an attempt to create awareness.

All the while we’re missing opportunities to use stories to make us more aware, to notice and to listen out for what the world is waiting for or wants from us. Yes, it’s possible to use a story to portray us as the hero, but it’s also a powerful tool for finding out how to be one. By harnessing story in a counter-intuitive way to listen rather than trying to be heard, we discover what’s missing. We suddenly see how we can create value and find opportunities to succeed by serving in ways others have overlooked. This is how a groundbreaking hospitality company was born, not by building more hotel rooms, but by creating a greater sense of belonging, and why a book about tidying up has been on the New York Times Bestseller list for 109 weeks.

The amount of noise in the world, the data and cues we’re meant to pay attention to can feel like navigating a strange city in a blizzard. But when we allow ourselves to stop for a second to get our bearings we often find the right path. Just as in the stillness that follows a storm, the snow settles on branches and surfaces, reflecting light, bringing everything into sharp relief and revealing details we just hadn’t seen before.

Image by Linh Nguyen.

Unlock the magic in your story now.

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