- Bob Martel
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- Bob Martel |
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Direct Marketing | Database Marketing | Copywriting | ||
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Issue #1 Power Marketing Tip! What Pictures Do You Hold In Your Mind? How Well Do You Tell Your Company's Story? Do you believe that we become what we think about? It's true. The theater of your mind, and your self-talk, will lead you. Powerful, yet dangerous. I think it was Professor Harold Hill who convinced the people of River City, Iowa that they needed a marching band, wasn’t it? Do you recall “The Music Man” – and his 76 trombones, with 101 clarinets close at hand? He created a powerful, uplifting vision in the minds of the townspeople, and convinced them to buy instruments and uniforms for the youth. (Let’s forget that his original intent was to abscond with the cash –he did have a change of heart by the end of the movie.) If nothing else, Professor Harold Hill was a masterful storyteller and a powerful persuader – and a superb public speaker. He was able to quickly get attention, paint colorful pictures in the minds of his prospects, and he understood that he needed to make them believe in the benefits of what he was selling. He relied on human psychology and he used “picturing” to teach his new music students to play their instruments. (If you want to play the minuet in “G” you have to think the minuet in “G”. Recall? He was able to help the townspeople see themselves playing their instruments) What does all of this have to do with marketing your business? Everything. You need a clear picture of where your company is headed. One of the key factors in any successful company is the ability to persuasively and convincingly tell your story to your prospects – and tell it better than your fiercest competitor. After all, you are competing for expendable income – and don’t you want your prospects to buy their “musical instruments and uniforms” from you? With this in mind, how well do you tell your company’s story? Are your sales people singing the same basic tune? Is the story consistent throughout your sales and marketing efforts? Paint a vivid portrait in the minds of your prospects. When they can see the benefits of doing business with your company, they will also believe it themselves and make a commitment to your solution. Agree? You need to create confidence in the promises that you are making. A compelling story will help the prospect rationalize their decision to do business with you. Creating your story can be a significant amount of effort on your part, but trust me, somewhere hidden in the minds of your customers and employees lies a powerful message that sets you apart. Find it. Develop it. Communicate it. If you agree that this is a worthwhile process for your company, here are some ways to get started in your new storytelling career:
It’s time to face the music or, should I say, to make your own music. If you want your customers to play the minuet in “G” you need to help them see themselves playing the minuet in “G”. Tell a great story about your company and your customers, and they will open their wallets for you. I suggest that you rent the Music Man, starring Robert Preston, and study Professor Hill. If you want to avoid trouble in “River City” learn how to become a powerful storyteller and an effective speaker. Then, find those speaking opportunities! Make sure that everyone who has contact with the customer knows why your company is better than your competition. What are the differentiators that set you apart? Develop your unique story and tell it better than your competitor. Picture it. Bob |
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JMB Marketing Group |
Voice (508) 481-8383 |
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