Curation Revolution

StoryBranding Part II-How it works- Learn about how the persuasive powers of story can be applied to your brand.

 

This is the second video about story branding from Jim Signorelli. It is short, sweet and to the point -- focusing on WHY.

 

By WHY, Jim means -- what is the 'why' behind your business? What is the cause behind what you do? Understanding, articulating, and communicating the WHY of your business is the first critical step in story branding.

 

Because remember -- people don't buy the 'what', they buy the WHY.

 Enjoy this video and if you haven't already, start figuring out your WHY!

***** When I worked at P&G we called "Why" our USP or Unique Selling Proposition. Now I prefer UVP or Unique Value Proposition since no one "sells" anything anymore at least not in the old way. People buy with emotion and justify with logic another important P&G idea. I think "emotional buying" challenges dry UVPs to incorporate "save the world" ideas.

The other thing I would change ever so slightly is the idea of people buying things. Just as we don't "sell" anything anymore now we JOIN more than we buy. Author Faith Popcorn was prescient when she said, "People don't BUY brands they JOIN them." If that was true then (90's) it is even more so now after Facebook, Twitter, SumbleUpon et al.

Marty

Via Brian Yanish - MarketingHits.com

In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you.

I love this article because of the points it makes about social media and your business stories.  For example: "But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media."

And then: "We want to do business with what we know, like, and trust. Social media can be used to increase the degree to which we know, like, and trust companies."

The article then goes on to demonstrate how a delicatessen in Phoenix, AZ has used stories of its founders to create a loyal customer base.  There are 4 videos to view in the article and I'll let you determine if you think they work or not.

But what I do like is the author saying, "The More You Sell, The Less You Sell...What I love about these videos is that they don’t devolve into promotions-based drivel. There’s no coupon. There’s no “35th Anniversary Special”. There’s not even a call-to-action."

As consumers, we are all becoming jaded about marketing, branding and sales.  So keep this in mind as you create your business stories.  The points above and others in this article may be well worth following.