Post on 16-Jan-2017
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We buy Brands...And Brands are Stories
A long time ago, in a galaxy far, far away…
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We did you choose to enroll here? Go beyond the obvious.
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We buy stories.Not products…Not technology…Not services…
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Very few new launchedproducts succeed despite tons of R&D and armies of smart people
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How come so many smart teams miss the mark?
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Run out of money before successful customer acquisition. Meaning people didn’t buy the story
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At thecore of customer acquisition is a story, and not technology, channels or tools
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Comes First
Comes Second
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How do we select a Red Wine to buy when there are 750 to choose from?
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We look for signals.
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Product (in this case packaging)
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Price
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Place
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Promotion
We look for signals since it
takes commitment, mindfulness,
and extra energy to be conscious
consumers. We are wired to
look for short cuts.
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But our brains also play tricks on us.
Where did it go?
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And we forget the truth and make things up
Can you find a smiling person in the Happiest Place on Earth?
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Stories give us signals and speak
to our unconsciousness. Besides the 4P’, what else tells a
story
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?
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Everything!Page
Written word
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Pictures tell a thousand words!
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Color evokes emotional meaning
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What is the story here?
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Would we think, feel and act different if we knew the products were mostly always on sale?
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NOPE!
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Can 4 lines and 226 characters plus a URL tell a story
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How about a subject line
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How about 144 characters
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How about 3 words
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2 Words
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1 Word
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SALE!Page
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Need to know who is the customer segment in order to create winning stories
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All great stories have …
Opening imageHero who saves the catDebateQuestBad (?)Comic reliefDark Night of the SoulFinale / Lesson
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Remember, the story unfolds speaking to our unconsciousness
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Exercise: Dell Tablet versus iPad commercial
What does the opening image conveyWho is the hero who saves the cat and why (go beyond saying Dell)What is the debate (go beyond we are better)What is the questWho is the Bad (?) (go beyond saying Apple)What is the comic reliefDark Night of the SoulFinale / Lesson (go beyond saying Dell is cheaper)
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Exercise: Uber v Lyft
• Create a 144 character tweet describing them to someone who has never used them
• Create a 70 character Page Title (assume Home Page)
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I’m writing you a long letter because I did not have time to write you a short one. Mark Twain
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Build your story first before thinking about acquisition tools and channels
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A closing word from Jiminy Cricket
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“ 1. Poor story’s can sink the ship2. Storytelling is the foundation to
acquisition3. We’re mostly unconscious and look
for signals4. Everything communicates a story5. Stories speak to our unconsciousness6. Start first with building your story7. Market responsibility – pass the blush
test
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