Reading experience of "Marketing with Anyone": Tell a good and fascinating story to help customers realize their dreams
[
Seven Golden Rules of Sales Power
When it comes to doing business, everyone knows the importance of marketing, but the question is how to engage in marketing, which is a science! [Donal. Miller] (https://storybrand.com/) is a New York Times best-selling author and the founder and CEO of the advertising media company StoryBrand. He founded the non-profit organization “The Mentoring Project” (The Mentoring Project) in 2009 and has served the Obama administration’s “God’s Love and Healthy Families” team.
There are several best-selling authors and marketing gurus I know well, such as: Seth. Seth Godin, Michael. Michael Hyatt and Ken. Ken Blanchard and others did not hesitate to recommend this book, which also made me curious about this book, which is known as “the most important story marketing strategy of the year”.
The author mentioned in the book that if you want to build super sales power, you must make good use of the following seven golden rules:
- Rule 1: Let customers be heroes
- Rule 2: Ask three questions to grasp the entry point of marketing
- Rule 3: Show empathy and authority and be a leader
- Rule 4: Come up with a clear plan to eliminate doubts and fears
- Rule 5: Two tricks to inspire customers to take action
- Rule 6: Make good use of opportunity costs to help customers avoid failure
- Rule 7: Fulfill three dreams and help customers succeed
Due to space constraints, I won’t explain them one by one! Here, I will just share with you a few of the most impressive parts:
Let customers be heroes
The first rule is very important, especially when we want to use story marketing. I agree with the author’s point of view-the protagonist is not you or your product, the customer is the hero of the story.
Just like when we watch a movie, the plot may not be attractive at first, but when the hero appears, everyone will watch it attentively. They just want to know the goal the hero is pursuing and care about his fate next. For merchants or companies, instead of bragging and desperately promoting the features of their products, they should try to make their marketing content a [story] for the consuming public (https://www.writing.cool/2021/10/bbc-story-works.html).
Design a call to action
The fifth rule is actually a call to action. I have written several articles about calls to action before, such as “Sincerity, interaction and calls to action: What “Miss Kanna” taught me about Instagram content marketing”, “[How to create a powerful call to action?](https://www.contenthacke r.today/2018/01/how-to-create-the-perfect-call-to-action.html)” and “If you want to design an effective call to action, ask yourself three questions first”, interested friends can refer to it!
The author proposes two suggestions for evoking customer action, namely direct calls and progressive calls. The authors point out that customers often will not take action unless provoked, so we must provide assistance and instructions. The so-called direct call is to use short sentences, such as “Order now”, “Welcome to make an appointment”, etc. to directly express the request; while the progressive call usually provides some free things or incentives to customers, such as invitations to watch [webinar] (https://vstar.school/webinar-statistics-to-make-influence/) or download PDF materials, etc., allowing people to experience its benefits first before taking relevant actions.
Fulfill customer wishes
The seventh rule talks about helping customers realize their dreams. The author points out that in the last stage of story marketing, we must try to realize the customer’s ultimate wishes, which is a happy and successful story ending. Story experts use three main ways to end a story. They have the hero at the end of the story: winning power or prestige, having someone or something happen to make up for a shortcoming that makes his life complete, and finally having self-knowledge or acceptance that makes his life better.
Of course, these three courses of action can also be applied to story marketing. The author reminds everyone that we must constantly tell customers how our products or services will improve their lives? Only by doing so will customers follow our recommendations to take action or purchase products or services.
Hero Story Framework
“[Everyone sells with anyone] (https://www.books.com.tw/exep/assp.php/vista/products/0010791723?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_ca mpaign=ap-201902)” This book actually does not just talk about [storytelling marketing] (https://www.contenthacker.today/2018/12/chen-storytelling-book.html), but starts from the familiar “hero stories” and then talks about the persuasiveness and purchase-promoting power of products and services. In addition to a complete introduction to the concept and logic of story marketing, this book also provides a complete framework system, which is worthy of reference for friends who want to invest in marketing!
Imagine the customer as a hitchhiker. You park your car on the side of the road and plan to give him a lift. At this time, he is in a hurry and has only one question in his mind: Where are you going? But when he walks up to the car, you roll down the window and start talking about your business mission statement, how your grandfather built this car, and why you only listen to 80s alternative rock while driving… In fact, he doesn’t care about you at all. He just wants to know if you can give him a ride to San Francisco.
★ Photo Credit: Yuri_B
★ Want to learn content production and marketing? Come and sign up for the “Content Power” online course.
★ Welcome to subscribe to Vstar e-newsletter.
★ Welcome to join the “I Want to Learn to Write” Facebook Group and Fan Page!
★ Want to create a marketing campaign that can help sales? Come and read “Content-inspired marketing”.
★ Do you want your copywriting to be liked by more people? “Slow Reading and Understanding in Seconds” can help you attract attention.
📖 深入探索相關主題
