Wednesday, September 2, 2009

Marketing Your Story

I should probably start off by answering the question, "Who Are Marketers?" Marketers are story tellers. A powerful brand is built, not on product, but on a personal message. Therefore, it is crucial that you develop your story. It is your competitive advantage.

Sheldon's Story

Sheldon was born into a poor family and grew up fighting in the streets of Ghettotown, USA. When his brother was shot by a rival gang member, he decided he did no longer wanted to be involved in gang activity. The very next day, he went to the recruiting office and joined the Army. He served several tours during the Gulf war fighting for his country. He thought seriously about re-enlisting, but thought of another way to protect his fellow citizens and also be close to his family. Today, he fights for your financial freedom as an Independent Financial Services Professional.

Would you come to Sheldon’s fund-raiser for a program to get inter-city kids off the streets, off drugs and out of gang activity knowing that he himself grew up in Ghettotown, U.S.A.? That his family was affected by gang activity? You would come to support him because of his own personal story - because it touched you emotionally. This is the element that encourages people to take action.

Recommended Reading:
All Marketers Are Liars: The Power of Telling Authentic Stories - Seth Godin

For more recommended reading, visit my LinkedIn profile.

"With focus, consistent effort and a positive attitude, anything is possible."
- Patty "River of Money" Rivadeneyra

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