My 20+ years as a Marketer in smaller companies and charities through to big established brands like BT, Vodafone, Oracle and Ordnance Survey taught me a key lesson. Business sales and loyal relationships begin with an emotional connection. If clients like your story and your values, they're already warmed up for the sale. It's only then they'll check out your credentials (a logical decision). That's why your business must resonate quickly with clients through compelling copy about the blood, sweat, tears and elation which make you one of a kind and drives prospects to talk to you, not someone else. For example, two bags of popcorn may carry a very different story about their manufacturer; one was cooked up in the Grandad's kitchen, loved for generations. The other in a factory somewhere. I haven't met the Grandaughter behind the brand I love but feel I already know her, just by reading some copy on her packaging and website; a joined-up personal story. Growing up, I loved poring over unusual facts in my Dad's extensive library. He built a house around it. I became an Information Manager, setting up market research services for technical companies, teasing out hidden gems from various sources, making complex facts simple. As a Marketer and 'StoryMaster' in a large Telco, I turned dry messages behind a dull set of products into charming stories about passionate employees (the beating heart of the business) going the extra mile for clients. They loved their rising stars, profits soared; I won an award for 'Heart'. But my passion is helping smaller businesses grow by telling the right story, making it intrinsic to all your marketing. Because it's you your customers are buying not just your products and services. Contact me, Katherine Ledger on (07703) 545117, [email protected] for a FREE no obligation consultation on how you can tell and sell your story, marketing copy and strategy.
