Your Marketing Story

Marketing is still about telling the story, telling it well and often. There are no secrets to telling a good story. Imagination, creativity, entertainment play a big part but most of all it’s about the need it fulfills. We relate to stories because they fill a need we might know we have but more often than not, a need we didn’t even know we had. The tone, the rhythm, the colour, the speed, are all techniques to tell your story, the fundamental difference between a traditional story (such as in a book or movie) and marketing is that in the latter, repetition, consistency and reach play as important a role as the emotional or rational feel of the story. In marketing, PR and sales, the story can be as simple 15 seconds elevator spiel all the way to a well written sales presentation and SEO optimized website, and the story must be the same. The story is not about you and how great you are, how superior your technology is, it’s about what your target cares for (or should care for). It’s about what the customer will get out of buying from you. Remember, there are no sales cycles, only buying cycles. To craft a good story, look at your past, identify your present and create your future. It’s an exercise in both imagination and reality (a good reality check starts with talking with customers as they often understand your story in a different way than you do.) Always start with your audience. The more you know about them, the better off you are. Not just their preferences or needs but also how they consume information and their understanding of their own buying cycle. Then forget that knowledge, mash it up in your own mind and define its essence (be careful of statistics, they’ll lead you astray.) Then define who you are and what you want to be as a company. Forget the wishy-washy vision and mission statements drawn by a committee. Focus on your desire to change the world and how your product of solution can help you do that. Mix it with how your customer desire to change their world and mash it up even more with your newly fund knowledge about yourself. It’s alchemy at its best. Whether you’re the CEO of a conglomerate of the local representative of a product, telling your story should be mixed with your own local experience and reinforced by consistently telling it to your public. Be careful, you’ll often get sick of hearing your story ages before many of your target market would have even heard about it. Resist changing your story too often. Adapt it, localize it if you must, but keep its essence. And if your sales team tells the story better, learn from them. For help getting your story out to the public, and noticed, contact EASTWEST at

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