Build your company story by answering customers’ questions When you lack a company story, everything about marketing grows a lot harder. Without a company story, it’s harder to get customers on your website. The #1 reason people leave B2B websites is the lack of a message, research shows. Without a good story, it’s harder to get …
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It’s hard for content marketing to hold audiences’ attention. Estimates say 90% of the content that people consume is soon forgotten. The real question is: “Do your customers remember the right 10%?” asks Dr. Carmen Simon, a neuroscientist and author of the book Impossible to Ignore. “It is important and satisfying to control what people …
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The Audience’s Bill of Rights. See marketing through your audience’s eyes To help you see how marketing looks through the eyes of customers, I created the Audience’s Bill of Rights. Most advice on marketing comes strictly from a marketer’s viewpoint. But we can learn a lot by looking at content through the audience’s eyes. It’s crucial for marketers to …
When it comes to telling your company’s story, who’s your best storyteller? Is it your founder, CEO, salespeople, marketers, human resources, or customers? This question reminds me of the story of 6 blind men. When an elephant arrived in a village in India, 6 blind men went to observe it by touch. The first man touched …
When you share your business’ story, at first a buyer may give you only a few seconds of attention. As in the story of Goldilocks and the Three Bears, your content serving sizes need to be just right for any occasion. That’s why marketers put so much focus on perfecting an elevator pitch. The elevator pitch is your …
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To ignite your story, start with the right questions When I work with clients to co-create their business story, we start with questions about customers and the business. From the answers, we co-create a 1-PageTM Message Map. Use these 84 thought-starter questions to create or improve your business story. What’s your company’s purpose? How do you make the …
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