Zen Marketing: Telling Your Story by Telling Their Story

When you see an ad, what do you do? When you read a glossy brochure, naturally you believe every word, right?

Or do you ignore the ad and discount the hype?

The problem with marketing today is that your customers are used to all the standard tropes. Rather like Lake Wobegon, they expect you to tell them that everything you do is above average. That, as the old expression goes, is “What they all say.” And we all know it. We are all trained to ignore or discount marketing claims.

The challenge is in telling your story without triggering the reader’s defenses. You do this by telling your customer’s story, as a story, from their perspective. Make it about them, so that your prospective customers will see themselves in the story.

In this talk, you will learn:

1. How to structure a customer story
   
2. When to talk about yourself (later than you think)
   
3. What questions to ask your customers so that they will talk about why your products or services matter to them
   
4. How to turn what customers say into a marketing story
   
5. How to talk about yourself so that you don’t get ignored
   

About Our Speaker