October 17, 2017

Where to tell your story in your marketing

I had a question last week from a client about output. He wants to tell more of his story in his marketing, but is unsure about the correct places to tell it.

The point at which someone first opts in or buys is the most obvious starting point. When someone first enters your world, you really have a chance to say whatever you want. It’s more difficult to do it later on.

Another obvious place to focus your efforts is immediately after a purchase. If you send your product in the post, print out a story to package with it.

All my books go out with a cover letter explaining how if you’re at all like me you probably have about 3000 books on your reading list. I then offer some reasons why you should promote my book to the front of the queue. It’s a subtle story, but it communicates the fact that I’m a collector of books.

At the same time, the story you tell about your brand should sit at the centre of your marketing, not tacked on as an attention-grabbing gimmick. Yes, there are output considerations. You have to decide whether to tell your story in emails, in direct mail, on social, on your website, on your packaging, in your presentations, or any combination of the above.

But whatever combination you choose should sit cohesively at the centre of your marketing.

I’ll be talking more about this at the Big Story Workshop, 10-12 January in Sheffield. Bookings close in 11 days.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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