Foundational Marketing: How to Tell Your Story

Foundational Marketing Topics Buyer personas & best clients The buyer’s journey Competitive differentiators Value propositions and elevator pitches How to tell your story Content marketing Advocacy Build your marketing plan

“ I like a good story well told “ I like a good story well told. That is the reason I am sometimes forced to tell them myself. ” - Mark Twain

Storytelling Everyone loves a good story Stories make marketing personal and memorable People remember stories much more than statistics Consider your audience

Example: Michael Dell, Dell Computers Fascinated by computers, he got his first one at age 15 and immediately took it apart to see how it worked. In college, his passion continued as he sold computers and upgrades to other students from his dorm room. He did so well he dropped out to form one of the largest companies in the world.

Components of a great story Simple and easy to understand Emotional and thought provoking Real and based upon first-hand experiences Captures the audience’s attention

Good storytelling What do you want them to learn from the story? What do you want them to think and feel? What actions do you want them to take? What do you and your company stand for?

Use the right voice Deliver the right message To the right persona At the right time Use the language of business Use the vocabulary of their industry Focus on what’s important to them Describe the problems you solve

Where should you use story telling? Your website’s “About” page should tell your story Blogs, videos, and social media are good venues Case studies and client successes are great places to tell stories!

Review Stories make marketing personal and memorable They convey what you want people to think and feel Use the stories you already have In web sites, blogs, case studies Use the vocabulary of your audience and industry