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Business change
Getting ahead of the curve in business
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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Business change | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

Via Karen Dietz
David Hain's insight:

Using empathy adds to your business story. 

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Karen Dietz's curator insight, November 25, 2013 6:58 PM

Here's what I really like about this article: it clearly explains the different types of empathy and how marketers keep missing the mark.


It's great to try to understand the world from your customer's perspective. And hard to do. Unless you are able to build empathy with them. BTW -- sharing stories back and forth builds empathy. But you still need to shift from a place of being competitive (one versus another) to a place of building a 'we' experience.


This article  from Douglas Van Praet, author of Unconscious Branding: How Neruscience Can Empower (and Inspire) Marketing, takes us through to market your business more effectively, build empathy, and create life-long customers. Yeah!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"

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10 Ways Customer Stories Help Companies Sell

10 Ways Customer Stories Help Companies Sell | Business change | Scoop.it
10 Ways Customer Stories Help Companies Sell http://t.co/3JwGufQB via @Savvy_B2B...

 

Woo hoo! If there was any doubt about the necessity for crafting and promoting your customer's stories, then this quick post will dispell them all.

 

Customer case study specialist Casey Hibbard shares some research from Gartner about the impact of customer stories on sales, and then lists specifically how customer stories can lead to business growth.

 

As I'm rebuilding my website, I'm taking Casey's advice -- and hope you do too. 

 

Oh -- but make sure you are actually writing customer stories to share and not testimonials. Testimonials are critical -- yet they are mostly valuable opinions from customers about their experience with you. That's part of your 'story' but they often are not really stories. 

 

Soooo -- write mini-stories or storied case-studies about your work with customers to receive the full impact of your customer stories!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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Have a HEART – Part 2: Emotions, Stories, Biz Success

Have a HEART – Part 2: Emotions, Stories, Biz Success | Business change | Scoop.it

Welcome back to Have a HEART, Part 2, Exploring the role of EMOTIONS in todays business world.
In part 1, I introduced the subject of emotions in business and why they’re becoming increasingly important in staging customer experiences and influencing buying decisions. I also shared some ground breaking research, conducted by Colin Shaw and his Company, Beyond Philosophy. That research revealed for the first time ever ”the empirical link between evoking certain emotions along the customer experience journey, and increasing and decreasing revenue”.

 

Wow -- what an information packed article on the importance of emotions in marketing, branding, customer experience and the link to effective storytelling.

 

As I work with clients on their biz stories, identifying, articulating, and consciously working with emotions in their content and marketing is challenging for them.

 

This article is going to be a huge assist in helping them (and you) figure it all out. There are plenty of examples and links to other resources so you will want to bookmark this article and keep digging into its material.


Via Karen Dietz
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Stories - Why They Are So Important NOW in Biz

Stories - Why They Are So Important NOW in Biz | Business change | Scoop.it

Your website must begin by sharing stories. Almost immediately your marketing should emphasize User Generated Content (UGC). You share your stories to create TRUST. When your customers share their stories trust is assured.


Via Karen Dietz
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Karen Dietz's comment, September 22, 2013 10:39 AM
Harish, what are your experiences with C2 builder? Do you use it?
Hans Duchardt's comment, October 1, 2013 11:02 AM
At my host I create an invitation page to invite visitors to write their own impressions/experience for a certain topic (mainly places in my hometown, a travel destination) and these "comments" of a minimum of 250-300 words plus pictures create a brand new page on MY site and adds quite some value. Content2 is something which should become soon main stream. It's catching on.
Karen Dietz's comment, October 3, 2013 8:21 AM
Many thanks for the additional information Hans! I look forward to checking out C2 builder.
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Significant Objects: How Stories Confer Value Upon Insignificant Objects

Significant Objects: How Stories Confer Value Upon Insignificant Objects | Business change | Scoop.it

In 2009, the duo embarked upon a curious experiment: They would purchase cheap trinkets, ask some of today’s most exciting creative writers to invent stories about them, then post the stories and the objects on eBay to see whether the invented story enhanced the value of the object. Which it did:


What a great research project and article on the power of storytelling to increase profits! Here Rob Walker and Joshua Glenn demonstrate that when you can attach a compelling story to a product, its monetary value increases.


That is good news for anyone using stories to sell products. I think it will work the same for selling services, too.


Anyway, go read the story of this research and the results they experienced. I bet you'll get ideas for some stories you want to create for your products/services.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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Kristen E. Sukalac's comment, August 7, 2012 4:09 AM
Fascinating research! The website it comes from is also fabulous.
Karen Dietz's comment, August 7, 2012 3:36 PM
I am so glad you like it Kristen! Have a great week.