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The Fortune Cookie Principle. The Keys To Telling Your Brand Story

I’ve been working to get my new book into your hands for the past nine months, so I’m thrilled to let you know that The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One is now available on Amazon.
The Kindle edition is on sale at the introductory price of $3.99.
So today is great day to buy your copy and to give one to a friend who has a story to tell.

In the book I share the 20 keys that will help you to tell your brand story. For each key I provide examples of businesses big and small who have used that key to tell their story well. At the end of each section I’ve added questions for you to answer which will help you to tell your story better.

In business we talk a lot about marketing plans and content strategies and features and benefits, often forgetting the reason we needed to think about any of these in the first place.
The very first question that Apple asks before they design a thing is;

“What do we want people to feel?”

Apple became the most loved company in the world by telling a better story and you can do it too.
I wanted to give you a place to begin and that’s the reason I wrote this book.

Your brand story is more than a narrative and content. The story goes beyond the copy on your website, the text in your brochure, or the presentation you use to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you.

People don’t buy what you do, or why you do it.

They buy how it makes them feel.

Marketers spend most of their time selling the cookie, when what they should be doing is finding a better way to tell the story of the fortune. Bake a good cookie but spend your time working out to tell your story well.

Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every part of it should reflect the truth about your brand back to your audience. If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.

The most successful brands in the world don’t behave like commodities and neither should you.
A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn’t it time you gave your customers a story to tell?
The Fortune Cookie Principle will show you how.