You just published a case study on your website. As you look at the text on the web page, you recall all the effort that went into the piece. It’s not always easy to get people to open up, but not only did you get a unique angle with which to describe the outcome of your work, you also got some great insights about your client’s experience that you can take to your team. Now is no time to sit back and bask in your client’s glowing words. It’s time to get to work to promote your case study.
Can I assume that you’re outsourcing some services that your business needs right now? It could be accounting, IT support, or maybe HR and hiring. Perhaps your company provides one of these outsourced services for other businesses. Outsourcing makes a whole lot of sense when you want to bring in expertise that you don’t have internally. Unfortunately, many business owners wait too long to hire the marketing expertise that they need to put their marketing resources to best use. Do you find yourself in any of these three scenarios?
I was recently introduced to “Jobs Theory” and decided to learn more about it so I have started reading the book, “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton Christensen. Before I even finished the book, I liked how the author distilled the purpose of business down to a very basic level. Of course, I have applied it to the work that I do as a marketing professional and here’s my insight: marketing does the job of developing and sustaining relationships.
When I was working on the brand story for my business, something hit me right between the eyes. Storytelling is a competitive advantage. It hit me so hard that I changed my tag line to reflect this concept. The reason why it’s a competitive advantage is because it gives you the opportunity to magnify who you are. Storytelling gives you the chance to not just tell people what you do, but to show people who you are and to stand out by telling the stories that only you can tell.
[Transcript from video] Lori Creighton with Homestead Media here, marketing consultant and avid gardener. The last time I brought you to my garden I talked about competition and today I've brought you to the vineyard. Now in the vineyard we have to be a little bit more aggressive about how we address competitors.
Something a client said at a meeting recently has been mulling around in my head. What she said was a great compliment, although I don’t think she realized it. She validated that my work with their organization is not just to help them with marketing, but it’s also to change the way they think about who they are trying to reach by getting into their story.
Now that I’ve caught you with that headline, I won’t keep you in suspense, but first-- what it isn’t. The single most important ingredient in your success story isn’t success. It’s distress. Surprisingly enough, when you leave out the struggle that led to your success, you really have no story at all.
[Transcript from video] Lori Creighton, here, Marketing Consultand and avid gardener. The last time I brought you to my garden I talked about how the garden, and your marketing, need to be tended. Today I'm going to talk about why, and that is -- competition.
[Transcript for video below] Good morning! Lori Creighton here - Marketing Consultant and avid gardener. This is my garden. I spend a log of time out here and when you're working it's a great time to do some thinking, and I've been thinking lately about how parallels there are between the work that I do in my garden and the work that I do in the marketing world.
I know why you haven’t started using a storytelling approach to your marketing and communications. You’ve been hearing about it everywhere – from your industry organization, in your social media feed, at training events. You’re sold on its power to connect, persuade and motivate people. You just haven’t taken that first step. Here’s why. You don’t know how to find the stories you need to tell.