They set out to make people happy.
The Mickey Mouse balloon sales are a pleasant side effect of that.
A souvenir of that time when the visitor felt the way she wanted to feel.

In business we often set out to sell the cause, forgetting that what’s really valuable is the effect.
Nobody needs one more balloon, but people will never tire of experiencing a little more joy.

What are you setting out to do? Go ahead, write it down…I’ll wait for you.

Image by Jonathan.

What Does Disney Do? | From The Story of Telling

1. Review and rewrite your about page.
A great about page isn’t all about you. It should communicate how you can help or delight the reader. That’s what they are really there to find out.

2. Start telling people why you do what you do, not just what you do.
People buy products but they become loyal to brands that they can care about.

3. Make a list of reasons why you are least like the competition and share that story.
Great brands are often differentiated by what they don’t do, meaning they have room to do what they do well.

4. Give your customers and clients the opportunity to tell some of the story for you.
Ask for testimonials and feedback which they are happy for you to publish on your website. Link to and repost comments, reviews and images from social media channels. Don’t forget to thank people for loving what you do.

5. Do what you say you’re going to do.
Return emails. Meet deadlines. Keep your promises. Nobody does that anymore. I’m always amazed by how blown away people are by just this one thing.

Don’t be defined by the story you didn’t tell.

Image by Yelp.

5 Ways To Tell A Better Brand Story Today | From The Story of Telling

Thinking like everyone else is thinking and doing what everyone else is doing isn’t difficult. It’s not a smart long-term business strategy either. What’s your plan for the other 364 days of the year?

Are you going to be the business that matters, the one that people choose with intention and not out of necessity or holiday desperation?

Yes, there’s always another holiday season or celebration around the corner. But I think you’ll find it’s far more valuable to put your back into building something that changes how people feel every day of the year.

Image by Joe Shlabotnik.

What’s Your Plan For The Other 364 Days? | From The Story of Telling

I wonder what would happen if instead of angrily telling people to move on, she offered to get them a coffee instead. Same situation different story.

We really do have the power to change the conversation.

Image by David Gallagher.

If You Don’t Like The Story Tell A Different One | From The Story of Telling

We think our job is to change how people feel about what we do.
Our job is to change how they feel about themselves.

Image by edenpictures.

The Real Job Of A Marketer | From The Story of Telling