Common Brand and Marketing Misconcpetions
- To sell more communicate more, we'll show you how this doesn't work and give you a structure that does.
- To sell what you do, you have to talk about what you do. This is a terrible strategy, we'll give you an alternative.
- If you give them enough detail, they will figure out why this works for them. They won't and we'll help you reframe your commmunications.
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If you are trying to sell something you must connect with your prospects. The problem is that you know too much. You have too much detail, you are able to talk in great depth about what you do.
The three mistakes you make in selling your service or product are:
- You explain your product.
- You explain what you do.
- You talk about past successes.
These don't work because People Don't Listen For Detail Or Reason.
All People listen with a primitive part of the brain thatprotects us from thinking too much. This Reptilian brain acts as a filter and decides what should get passed on to the thinking brain.
You Must Appeal to The Reptilian Brain
This means that you need to talk less about what you do and less about why it is good and right.
Instead you need to ENGAGE your prospects, and connect with them at a more basic level. We aren't very good at this in business because our education system has beat it out of us.
Rational, logical, detailed arguments are what we are trained to lead with. But they don't work.
The ones who are good at connecting and engaging with their audience were over in the creative writing classes. They were learning to tell stories.
Storytellers Are Great at Connecting
What storytellers understand or at least tap into is
- Stories are in our DNA.
- Connecting through stories is in our DNA.
And great marketing uses the same concepts as stories to engage prospects.
This does not mean relating anecdotes or cramming stories into what you do. Telling anecdotes is important but a
BrandStory is strategy,
it organizes everything that you do and stand for.
Big companies use BrandStories, world changing marketing campaigns use BrandStories:
Now you can learn to connect through BrandStories too.
Those of us at Engage have been using story to influence people for decades. We have used this in corporate communications, marketing, advertising and anywhere where influence and communication are key.
This is a much more effective way to inspire, engage and convince than boring people to death, or confusing them beyond all hope, which is the normal marketing process.
The clarity you get from this process changes everything, it just makes things easy. I loved it.
- Sandy Wollman, Partner, Westchester Angels
Step 1: You can get started today by downloading our template and subscribing to our free e-mails.
Step 2: If you want more join us at a workshop where in a day you can learn to revolutionize your marketing. We teach you how to craft your brand story and structure your marketing so that you can avoid a marketing black hole and instead connect with your prospects to increase your sales.
Step 3: Build your funnel. You can do it or we can do it or we can help. Whatever works for you.
Looking for more Insights? Check out our blog.
And let us know: how are BrandStories working for you.