Connecting with your customers' highest aspirations will turn them into evangelists for your brand. Here's how to do it.
It's a crowded marketplace out there. And you have a small advertising budget. How do you break through the clutter and capture customers' attention?
By telling them the right story. That's the word from Jonah Sachs, a brilliant marketer who helped create The Meatrix and The Story of Stuff, which between them have been viewed more than 65 million times online. He's put some of his teachings into his new book Winning the Story Wars.
Sachs says there's never been a better time to be a small company. "In the old broadcast model, you'd have to get access to expensive machines to get your message out, and there were gatekeepers," he says. "Now, there's a real chance to target the audience you want to reach and get evangelists to help you." The key, he says, is to target the right people with a message they'll want to pass along.
Social media may be new, he adds, but it resembles a very ancient form of human communication. "It's a return to the oral tradition in a lot of ways," he says. "That's how human beings lived for as long as we knew before broadcast communications came along." (By "broadcast," Sachs means all forms of one-way, one-to-many communications, dating back to the Gutenberg Bible.) "We know the kinds of communications that really work in an oral tradition are stories--because those are the only things that have survived."
The right story will turn customers into standard-bearers for your brand, he says. How do you find the right story? Here are some concepts that may help.
No comments:
Post a Comment