Posts Tagged ‘brand storytelling’
How To Tell The Story Of Your Products
Why is real estate copywriting so terrible? Maybe it’s not that bad in your town or city, but wherever I have lived the copy seems to serve one purpose—to fill the space between the images and the floor plan in the brochure. Here are a couple of examples of copy written to sell million dollar…
Read MoreYour Brand Story Is More Than What You Say
It’s a chilly autumn morning and the waitress in the cafe down the street is folding blankets to put over the chairs outside just in case customers are feeling the cold. The local doctor who is half way through her busy surgery, comes out to the waiting room and invites Adam into her consulting room…
Read MoreThe Value Of What We Don’t Know
Six years. That’s how long it took IKEA to research the South Korean culture before they were ready to open the first store there. Six years of understanding what they didn’t know about the story Korean customers lived and wanted to believe—so that they could tell a story that resonated. The goal wasn’t to reinvent…
Read MoreBefore And After
Before any business is done you and your potential customer each have a story playing in your head. There is the worldview you each have before the transaction takes place and the outcome you hope will eventuate afterwards. The outcome that you want and the one that the customer is hoping for may be two…
Read MoreWhere Marketing Starts And The Marketing Ladder
For many business owners marketing begins with tactics. Someone suggests that printing flyers or making a ‘viral’ video to get the word out is a good idea. Even if the tactic works this time round it doesn’t mean you’ve got a sustainable strategy for connecting with your audience or building your brand. Think of marketing…
Read MoreThe Difference Between A Pitch And A Brand Story
A pitch is what you tell the world about you. It’s presented as the polished version of your story. The one you hope people will grasp and believe within a few short minutes as they reach for their wallets. Your pitch and your story are two very different things. So how is a brand storytelling…
Read MoreA Lesson In Unlocking Value
When you book a room at the Hilton or the Hyatt you either have a pleasant conversation with someone in a call centre who you will never hear from again, or you get a polite, well-crafted email in your inbox. Your expectation about the experience is based on the photos from the website and the…
Read MoreWhat’s Your Customer’s Why?
It’s true that people buy from companies they like. We feel an affinity with some brands and not others and our purchasing decisions reinforce our values. The Internet has given rise to a new kind of savvy, connected customer. She seeks out purpose driven brands whose ideals resonate with hers. While it’s important to spend…
Read MoreA Category Of One
The sign was in the perfect spot—right next to the traffic lights at a notoriously slow moving T-junction, to maximise the number of people who would see it. The message was clear: “NEED A WEBSITE? 04040404040” What’s also clear is that the people who call are not likely to be the customers that the web…
Read MoreWe Don’t Buy Things
Once upon a time and not so long ago, almonds were a fatty, to-be-avoided snack. Today they are a protein-rich superfood. Almond sales in the US have increased 220% since 2005. When, and how exactly did almonds change? Of course almonds haven’t changed at all, what has changed is what we believe about them and…
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