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.
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/
How the Auto Industry Is Shifting Storytelling Gears—Thanks to Millennials
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.
Maybe this will help with visualization of storytelling for your company.