How You Tell the World About Your Product or Service

Your story is your most important marketing tool. And how you tell your story will draw followers. But you will need to tell your story through many different elements, through editorial, imagery, the typeface you use, the color scheme of your brand and those hidden concepts that can influence a prospect. It gives your story the desire element.

Why does story telling work?

Story-telling connects people to each other. In our race memory we all need to belong to a group or tribe. Our blogs, our social network spaces all fulfill this desire and where we can tell and share our story.

But it must be memorable and beautifully done. It will connect us to the story’s message; will make us more knowledgeable, informed, trusted and, hopefully, desirable. This is our story. And this is our WHY.

Our Brand, Vision and Mission is our WHY and OUR STORY.

“People don’t buy what you do; they buy why you do it.” Simon Sinek, Marketing Entrepreneur

THE WHY

Simon Sinek, one of the most smart and successful marketeers ever, tells us that most businesses make the mistake of marketing the WHAT first. Instead, he recommends reversing the trend and starting with the WHY.

Most successful companies start by telling their audience their Mission, their Raison D’Etre. For example, “My business is to provide my customers with the most beautiful, state-of-the-art, simple, desirable and functional products/services in the marketplace today.” Attached with the most beautiful, state-of-the-art, simple to use, functional product image ever.

Which is how companies like Apple has succeeded! Apple was honest, produced state of the art products and services and, as a result, its customers continued to support Apple through decades of competition and technology advances.

Of course if you haven’t worked out your Mission yet, or it doesn’t tell your prospects and customers Why You Do What You Do, you better head back to the drawing board.

Let’s move on to the HOW now…

THE HOW

Start telling your audience how you can fix a problem they have if they would only use your product.

For example: summer is approaching and you have a new makeup product line that contains SPF50. You have solved a prospect’s problem.

Or you new line of refrigerators will automatically send a shopping list to xyx supermarket when you have run out of produce.

Or your refrigerator will recommend a fully planned meal with what currently exists in your pantry and refrigerator but may send you a quick text message to tell you you are a bit low on saffron oil but for this one item you may want to pick it up yourself, pre-ordered, of course.

THE WHAT

Only now should you present the WHAT. Here you describe your products and services in some detail and how your customers and prospect will have a better, more rewarding life using your product over your competitor’s product or service.

Make an investment in the right tools for your Content Marketing. It will save you money and time in the long run.

THE TOOLS

Great writing skills.

  • Your editorial anywhere must be error-free, concise, fluid, interesting and easy to read.
  • Sentences should not run on.
  • Sentences need to be kept relatively short.
  • Search Engine Optimization is your Number 1 focus.
  • You must, must, start to understand browser keyword research. If you don’t focus on this now, your awesome content everywhere will not reach the prospects you need to reach. The best way is to think of words and phrases most commonly used by browser users when researching for your product or service. How will your product fix their problem? Think about how they will find you and not one of your competitors.
  • You will also need to embed several synonyms relevant to your product in all your content.
  • Name your webpages and the titles of your posts easy to understand and relevant to your content.
  • Language used should be more in active voice rather than passive voice.
  • Image names should contain attributes of the topic of your content.
  • Have at least two people check and approve your writing before posting live. After a while most writers go page blind and miss those odd typos.
  • Social media posting can be overwhelming if you don’t have the proper  tools. To create content, and engage with your community or to pre-schedule your posts you need a management tool that will help you. It will save you money and time in the long run.
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Images need to be run through a lossy program before posting to the Internet. And need to be sized as each platform requires.

IMAGES

  • Images must be prepped for the web. Failure will result in poor page-load time. Images need to be subjected to lossy compression.
  • Images need to be sized exactly as the social network or the web design requires. There is nothing worse than looking at a cutoff image on Facebook. It screams UNPROFESSIONAL and UNSUCCESSFUL.
  • Images should be similar in size across and down a webpage. If not, the page on desktops looks messy. Keeping the sizes the same also helps when images are viewed on different platforms.
  • When you upload you images onto your site, be sure to check them on all platforms: Desktop, Notebook, Tablet and Mobiles.
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Video done well contains concepts that show how successful is your business and how happy it makes people.

VIDEO

  • You can make your own videos but it’s worth following a few simple rules.
    • Let’s imagine you are running an event. It’s a wine tasting event in your local city. Think about Why people want to go on a Wine event inside some local stores in your city?
      • It’s fun when you go with a group of friends.
      • It gets you out of the house and gives you a short break from the kids for a while.
      • Your interested in tasting a few wines you’ve never tried before.
      • It is relatively inexpensive.
      • You get to visit stores you wouldn’t normally enter.
      • It offers a different type of shopping opportunity.
      • It’s popular in town.
    • Woo Hoo! Now we can talk about CONCEPTS.
      • When taking your video include images of the average attendee  (this shows the demographic), wines of course, people tasting wines, shop products, groups of people having fun, lots of laughter, lots of smiles, people carrying shopping bags or bags with wine.
      • Background music can be found online for a relatively cheap price. It should be upbeat and match the concept of the video.
      • Finally make sure you give credit to those that helped you with the video and post it across as many platforms as you can.
      • Always let your client view the video first for approval.
      • Always get permission if any child appears in the video. Permission should be from a parent/guardian or accompanying, responsible adult.
      • Don’t take video of children where alcohol or tobacco is being served. It’s just common sense.
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