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When faced with creating a conversion-focused SEO landing page, what should our copy focus on?
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The skills of a great influencer are learned, not innate.
"From annoying pop-up ads to often completely irrelevant video pre-rolls, the clutter is causing consumers’ “BS meters,” as digital rock star Gary Vaynerchuk has called them, to become more sensitive and accurate than ever before." "So while the speed of technology is increasing, it’s interesting to note that one of the hottest trends in online marketing might just be the age-old art of story-telling." "What does this mean? To cut through the clutter, businesses need to stop annoying, and start telling stories." - Lisa Ostrikoff
Via Ken Jondahl
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Top Sellers are Great Storytellers: A simple framework for harnessing the power of anecdotesWhat sets top sales people apart?
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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
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"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand."
Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess.
I love this book. For several reasons:
Size & readabililty -- this book is constructed so you can easily flip through it. And it is laid out so it is easy to read and digest. Perfect! I can't tell you how many posts and e-books I ignore because the layout makes it too hard to read. And I wouldn't want to subject you to that either. Sharlene's book is a breeze to walk through.
Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well.
Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points.
What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work.
I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky.
Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start.
I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think.
I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it.
If you want to go deeper, dig into the books by Annette Simmons and Steve Denning.
You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania.
Happy reading!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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"What good is having a content marketing plan if it doesn't create leads and sales for you?"
What a good read this article is! It is not that long, yet it is packed with good insights about creating content for your website, ebooks, product/service descriptions, newsletters, etc. that is all based in storytelling.
One of my favorite tips from this author, Jeff Molander, is the one about creating content that generates a response. That's different from simply broadcasting a message. The author also talks about how to share customer experiences, and gives an example of creating content that creates confidence in your reader -- which generates more sales.
Enjoy this piece -- the author's points make perfect sense!
Oh, and don't forget to read the comments below the article -- lots of good lessons and discussion there!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Although the value of your offering is overwhelming, customers resist. Why?
More important, how will you get past this irrational wall of resistance, and make the sale?
Here's a quick article from Michael Harris that makes a powerful point: if you want to increase your sales, engage prospects in buying simulations (a special type of story) that do your selling for you.
I also like the SlideShare piece that comes along with this, and the free downloadable guide.
Master buildling and sharing these scenarios and see your sales rise. Now that's a good thing!
PS -- if you want more on story selling, follow fellow curator Ken Jondahl and his Story Selling curated content at http://www.scoop.it/t/story-selling
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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Fab Biz Story Example for Marketing!
I was at a meeting today and my friend Barbara showed me this postcard (see photo above) she received in the mail from the motivational products company Baudville. Barbara runs Mind Masters, a small business coaching enterprise. As we passed around the postcard we all remarked at how personalized the card was -- mentioning Barbara and her company by name. Now that impressed us!
But even better yet, I love Baudville's creative use of story for promo purposes. From what I know about Baudville, it seems their culture is in alignment with their marketing -- which is what we want. Anyway, this is a terrific idea and story! We were all smiling as we read it.
If you are not able to read the text on the photo above, here is the story: "Once upon a time, a company called Baudville offered Barbara $25 to give their products another try. Barbara accepted the offer, but saving a bundle on some amazing employee recognition tools was just the beginning. As Baudville products circulated Mind Masters, joy erupted, scattering polka dots and moonbeams throughout the air. Goodwill became contagious, productivity soared, and spirits rocketed into the stratosphere. Some even say a unicorn was spotted that day. A miracle? Nope, we get that all the time. And that's how Barbara saved the day (and $25)."
What a hoot! And you can do this too for your biz :))
Have a wonderful holiday weekend everyone and chat with you next week.
Keep sharing your stories!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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A very good friend of mine, Real Estate Coach Darin Persinger wrote a post this week called Storytelling Isn’t Marketing poking some holes into how we can be quite guilty of buying in to the ‘new shiny tool’ or in this case the ‘new shiny idea’.
This post is from author Teri Conrad and is an excellent reminder of how storytelling is re-shaping marketing. Teri makes great points here: - Success in marketing is about applying systems and following through. Even if you have compelling stories, without a system very little is going to happen.
- People buy the Why of your product/service, not the What (features).
- Embody the "what can I give?" perspective.
- Focus on creating fabulous experiences for customers/clients.
- Know and communication your purpose -- get clear on that.
Points 2-5 are all about how you frame your stories and then convey them. I would add one more -- make sure you are authentic!
Using stories in your marketing can be very powerful. Follow these principles to ensure success with your business storytelling.
Now go read the full article for all the other insights to be gained here :)
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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The #1 trait of a persuasive story is how “engaging” the story is. There are a million writing blogs that will go on and on about how to craft amazing stories, but is any of that (potentially good) advice backed up by research? In fact, there is an additional study conducted by Green & Brock that addresses just what makes a story engaging. Here’s what they found:
Wow!! My entire review just disappeared! Well -- go read this great article anyway :)
Here is what to pay attention to: all the solid tips -- based on research -- on how to create better stories. They are great. Particularly modeling, irony, imagery, and going beyond the digital campfire. There's lots more to this article that what I have mentioned here.
So go read it. In the meantime, I'll chat with the Internet Powers That Be to hunt for the original review I wrote in whatever black hole it has found itself in! Ay yi yi ....
Karen Dietz, for her curated content on business storytelling at www.scoop.it/t/just-story-it
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My first ever interview for a sales job consisted of one question and lasted less than a minute. How I answered that question, and what followed, was one of the defining moments in my sales career. It just happened to occur before that career had even begun.
Now here is a great example of effective storytelling and story selling by sales professional Andy Paul in several ways: - It is a terrific story that is the entire blog post (conveys messages through the story; does not contain lots of information with a little story sandwiched in between).
- The story conveys principles on multiple levels (personal values, sales values, corporate values)
- The story demonstrates/shows the value of integrity -- Andy doesn't talk about it, he brings us into his experience.
- The story contains all the elements of a compelling story (setting, problem, drama/tension/conflict, resolution), including a key message at the end.
- It is easy to read (language, layout, length).
LOL -- Andy's a client -- can you tell?!
And I love that the story is about sales, but is not trying to sell you anything. Yet after reading the story, I bet most people would be very interested in purchasing and reading Andy's book.
You too can do this in your blogging and on your website. The more stories you can tell following the points above, the more trust (and sales) you will gain.
Thanks for sharing one of your stories Andy!
This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it
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What's actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?
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An article by Nick Usborne about how copywriters get it wrong with the sales hook approach to sales copy.
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Content marketers can learn about audience building & engagement from renowned author Robert Munsch. Improve your strategy with tips from a storytelling master!
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Yesterday Corporate Visions announced the results of its fourth quarter industry survey on visual storytelling, which was taken by more than 300 busi (Visual Storytelling Survey Yields Startling Results http://t.co/9p79HOHu)...
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"Storytelling appeals to how the brain processes information. Here's five ways to make that work for your business. (Business Storytelling: Do you tell stories about your company and products to appeal to customers?"
Hey folks -- while the how-to tips are nothing new, what I do like about this post is the example the author, Geil Browning, shares about her business Founding Story (one of the core stories every business needs to tell). She tells it in an engaging way, you can experience the difference it makes when she's talking with clients about the 'why' behind her business.
Yeah! I always like really good examples to share with you. And I am sure that Geil's sales do increase because she is willing to tell this story.
So try it out! Geil's story should give you some good ideas for how to get started and craft your story.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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To win people over, create tension between the status quo and a better way.
Here is a quick and concise post on the essential elements of creating a presentation as a story from presentation master Nancy Duarte.
I love how she chunks the presentation down into manageable chunks and gives examples as we go along so we can really get it.
Now you have this template, there's no excuse for creating 'death by PowerPoint'!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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Social Media Marketing Podcast 008: In this episode Derek Halpern talks about how the power of persuasion moves people to action.
No doubt about it -- the toughest part in crafting effective business stories is the ending.
In other words -- your key message along with the words and phrases you use at the end to move people to action. That is the point of business stories, isn't it?
We all need help with this and it is not all that easy to do. So while this article and podcast doesn't have stories or storytelling in its title or text, it is undeniably about business narratives -- and how to have them work for you.
Just keep it authentic folks. It is easy to turn storytelling into manipulation. It's a fine line to walk. So pay attention to that dynamic and keep trying to do your best.
Read this post, listen to the podcast, and keep mastering how to (authentically) move people to action with your stories.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
I love this article and am using its tips and outline this week for several presentations I am doing. While it is focused on sales, this post follows the same pattern I use when teaching my MBA students on business communication and influential presentations.
Keep this article/outline handy because it works!!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story/it
In the world of website development, they say content is king. In the world of training/education, you can provide truckloads of content, but it's really context that rules.
Why Include Scenarios?
I like this article! Hey -- in business we are constantly having to educate people about our product or service. So here's an idea for you -- use scenarios in your presentations to get everyone involved in on-the-spot learning. Providing someone an experience of your company, product, service builds instant connection, rapport, and transfers knowledge.
The author has a terrific diagram in the article about creating scenarios along with lots of great links.
Now if you are a trainer, scenarios are not new to you, but I bet you will find the info and links shared here a valuable resource!
Thanks @IdeaLearningGroup for sending me this link :)
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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Many marketers and salespeople believe they are in a selling war against their direct competition.
How do you use stories to make a sale? By following the 4 principles here: - bring in context to create urgency
- use contrast to add value
- share before and after stories
- and bring in visual tools
The article written by Tim Riesterer has great examples to share to illustrate these points and make them useable for you.
If you are a sales professional strugging to make your quotas, then bring these principles into your prospect conversations and presentations.
If you want to grow your business yet dislike sales, then use this guide to get you out of that slump!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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Listening is one of the four fundamental competencies of a professional sales person, and yet, many sales reps fail to do it well.
Want more business? Want to engage customers? It is all about listening!
Here's what I like about this article -- it is all about listening and doing it in such a way that it actually evokes stories.
There is even a script given that is actually leading a potential customer into sharing their story. This leads to (as the author says) "From a sales person’s perspective, the more we listen, the more different positions, motivations, opinions, and nuances we are able to understand and accommodate. The wiser and more capable we become. Since we are able to understand an ever-growing panoply of positions and opinions, we are able to feel a rapport with more and more customers, and move closer to a consensus position with them."
There are good examples and how-to tips here that will help you listen better and evoke stories from customers. Enjoy the read.
Review written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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