EDITOR’S NOTE: Copywriting giant Clayton Makepeace recently decided to cease publishing “The Total Package” on a regular basis. That’s a great shame because it really was a great resource for direct response copywriters and marketers. To fill some of the gap I’ve contacted some of the people who contributed to “The Total Package” and a number have kindly agreed to let me republish their articles.
Here’s something from small business marketing expert Troy White titled “What Seth Godin Has To Say About Story Telling In Marketing”.
Over to you Troy…
*****
Seth Godin is quite an amazing man with an incredible portfolio of success beneath his belt.
His blog is a must read.
Today though, I wanted to share with you just 2 of his references to the use of stories in your marketing…
Apple tried to use evidence to persuade IT execs and big companies to adopt the Mac during the 80s. They tried ads and studies that proved the Mac was easier and cheaper to support. They failed. It was only the gentle persistence of storytelling and the elevation of evangelists that turned the tide. ~~ Seth Godin
and second…
People are moved by stories and drama and hints and clues and discovery. Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but you probably won’t. ~~ Seth Godin
Amen!
Which is why I love showing you how to build stories into your marketing… because they work and immediately position you different as all other competitors out there.
They are scared of sharing stories – to them it is ‘unprofessional’. To your customers though… it is good business and a personal one-on-one connection with you… which is where ALL marketing is going.
*****
Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at http://blog.smallbusinesscopywriter.com
Discover numerous techniques for turning your personal and business stories into solid marketing campaigns. From online email marketing, to product brochures and descriptions. Complete instruction for new entrepreneurs and seasoned veterans. Powerful tools for every business. Guaranteed. http://www.StorySellingTips.com
*****
Totally agree with Troy’s comments. Stories are a great way to differentiate yourself from the competition and bypass people’s sales defences. Of course, you need to tell the story the right way…but that’s a post for another time.
[…] “Seth Godin Says This About Stories And Marketing”. […]