Until now I have kept the focus of this website tightly upon storytelling and the various ways to work upon that storytelling effort. That was too restrictive in hindsight. There just isn’t interest in the reader community for such a narrow set of thoughts.
I know that the ideas were important and worthwhile. The layered approach of story telling added to sales and other marketing promotions can really make a difference in a businesses bottom line. Having a meaningful story can also develop a sense of purpose for the businesses employees. That creates a positive vibe and has value for that reason too.
But if it’s too boring – then it’s too boring. No sense in pretending.
The thing is, there are lots of business functions and efforts that are less than stirring to the soul. They still need doing. Why ignore advise that can add to the financial goals of your business simply because it’s not sexy enough as a subject to perk your interest?
Not too long ago I wrote an article about fountain pens on Medium. It got a little bit of interest and so I thought that I’d put a link here.
Here is the link.
I hope you enjoy this re-post from http://www.skyword.com. For anyone reaching out to their perspective client base there are some interesting and important insights here to reshape our thoughts about who those persons are.
This is a longish read at eight minutes. It may be a little into the weeds of marketing, but it speaks to the ideas that old fashion segmentation using tired categories may not be your most effective way to find customers.
So here’s what the author Lauren McMenemy has offered. Enjoy!
Age and location-based segmentation was always a flawed tactic. Will post-demographic consumerism’s hyper-targeting get more eyeballs on your content?
— Read on www.skyword.com/contentstandard/marketing/moving-beyond-audience-segmentation-what-marketers-can-learn-from-post-demographic-consumerism/
While anyone can publish online to a website, a small business, with a customer base that’s local, and that’s often not looking for that businesses story details activity; this sort of business would be wasting time and money with only an online presence.
So then, how do we reach the customers?
- Press releases through the local newspaper. Have an event and promote the event, but include a large dollop of background about the business, the people who work there, perhaps the unique location and the historical significance of the building. Any information and background that will catch the readers eye, giving them a greater appreciation for the business itself. Don’t forget to include the values and reasons for the existence of your business; anything that matters, and that will help to create a bond with the customers. A press release costs only some time to create. If published, it may reach a significant percentage of your community, your customer base.
- Sales Flyers. Go ahead and promote the products and services that you wish to present to the community, but reserve a half page to say something about your values, what your business aspires to provide or solve for the greater good, that sort of thing. Only speak the truth. What drives you? Where is your passion, your reason for being? Give the customer a strong sense of who you are, and why they ought to do business with you.
- Window Display. Why not? If you have a window, clean it, and post a welcome sign with a paragraph or two about the business and its people.
- Business Cards that direct attention to a website with information that matters to your customers. This could be technical information. Maps or directions. PDF files that help the customer to use your products. Details about government regulations perhaps. Include your story on the website, include a PDF with a long version of the story if there is one. Include pictures – lots of them if possible.
Get ready to explain who you are, and what you do. You will use this planned information over-and-over.
Notice the four ways a story teller might tell their story, and why only the last should be used. Also, please play attention to telling just one aspect of the story at any one time, and why that’s important.