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What Story is Your Marketing Revealing? Invite People Into the Story, Get More Sales
Almost any magazine will do, just flip through and look at the advertisements.
You will find a cross section of good marketing, bad marketing, and some ads that even confuse.
Imagine spending upwards of $1,000 on a single page and having your customers be confused! One of the interesting parts about ads in magazines is they can invite you into a story.
The direct response marketing ads and even some of the branding ads can bring your customers closer when they invite you into a story.
A recent ad that I flipped through was by Patek Philippe.
Undoubtedly they are one of the premium watchmakers on the face of the earth.
Although there are watchmakers with a greater history, they brought to life more than just the age of their brand.
Sure, they are over 100 years old, but so are most of the great Swiss companies that produce watches.
Instead of sharing just their time in the industry in their most recent ad they shared their attention to detail.
Anyone can say "quality" but they took it a step further.
Their ad revealed in a story that they are family owned.
They shared that since they are family owned, now for 4 generations, the CEO checks that each watch released with a minute repeater meets his standard.
It doesn't leave their facility without his seal of approval! How would you feel if you purchased a timepiece from them? Would you feel confident that you were investing in quality? Just imagine if CEO Edward Whitacre himself examined you're new Corvette that came off the line! Would that give you a bit more confidence? Getting customers to get involved with the story of your product or service gets them to feel emotionally attached to your product.
The stronger their emotions for what you are offering the greater their chance of pulling out their credit card on the spot to invest with you.
As you review your marketing I invite you to consider how you are getting them into the story of your business.
Your marketing message is just one part of your story.
How are you encouraging people to find out more? How are you piquing the interest of your prospects to take the next step and invest in your offering? When you look at your marketing examine how you are getting customers into your story.
Everything from your blog posts, articles, and even your status updates can help your customers get into your story or turn them away.