Posts Tagged ‘story’
Where Do You Want Your Story To Land?
This is the story of two independent bookstores located on the same street, separated by a walkway and three cafes. The bigger store has a more spacious feel. They display most of their books face out in clearly labeled categories. New releases are showcased in easily accessible, neat piles on tables. The whole place has…
Read MoreAre Your Business Goals And Actions Aligned?
He pushed the door. It was only when it didn’t give that he noticed the handwritten “back in ten minutes” sign. John was already twenty minutes into his lunch break. He just didn’t have time to hang around to buy the new picture book he’d promised he would read to his daughter tonight. He swore…
Read MoreYour One And Only Shot
Dave volunteered to fill in for another gym instructor at the last minute. He arrived late for class and was greeted by a full house of enthusiastic morning gym goers, weights at their feet, water bottles at the ready. He hit his first obstacle within minutes. The gym didn’t supply the workout music and there…
Read MoreThe Value Of Challenging Our Assumptions
It’s 6am, and a passer-by bends down to leave a couple of bananas next to the homeless guy who is turning over in his sleeping bag in the doorway of 7-Eleven. When he wakes, he gathers his things and the few coins in his tin. He drops the fruit in a nearby bin and heads…
Read MoreBrand Storytelling And The Rule Of One
Have you ever wondered why movies like Toy Story are so compelling and successful? The best writers in the world speak to universal human themes—the things that drive every one of us no matter what our worldview is. Compelling storylines work because we see ourselves reflected in the characters. Their story is our story. A…
Read More5 Questions To Consider Before Spending Your Marketing Budget
A colleague recently asked my advice about a five-figure advertising spend he was contemplating. Should he or shouldn’t he? We mapped out the risks vs. the rewards and also discussed alternatives. It turned out that he needed to ask a different set of questions entirely. 5 Questions To Ask Before Allocating Marketing Resources 1. What’s…
Read MoreThe Powerful Sales Question We Forget To Ask
It was a busy Saturday morning in the department store. Lucy, the kitchen appliance sales assistant didn’t have a lot of time on her hands. She needed to work as efficiently as possible while ensuring that customers felt seen and heard. Lucy’s first customer was shopping for an electric blender. Like many customers, she felt…
Read MoreYour Story Drives Behaviour
Jackie is a gifted web designer. Her inbox is full of enquiries from people who want to work with her. She loves what she does, but she gets worn down by clients asking for a discount on her already reasonable rates. This behaviour not only affects Jackie’s bottom line and the number of clients she…
Read MoreThe Importance Of Customer Cues
Ira’s cafe is tucked away at the bottom of a narrow city centre laneway. Without regulars who live close by Ira’s place is dependent on converting tourists and weekend shoppers into diners. Every neighbouring cafe stations a host in the small doorway waiting for passers-by to make a decision. Ira takes up his post in…
Read MoreMost Brand Stories
Most brand stories… Start with what the marketer needs to say, not with what the customer wants to hear. Describe product features and benefits, instead of customer problems and desired outcomes. Prioritise conversion above emotional connection. Seek to build brand awareness rather than create brand affinity. Invite customers to pay attention while companies ignore opportunities…
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