Is Marketing a Necessary Evil?
Lisa Raebel
Corporate America Knowledge Fueling Small Business Success | Marketing Strategist & Coach | Founder of Rebel Girl Marketing | Author of The Rebel Girl’s Guide to Marketing Series
Necessary? YES
Evil? Not so much
Marketing is storytelling. It’s that simple.
I meet a lot of small business owners and most of them cringe at the idea of spending their hard-earned money on “marketing.” That’s because most small business owners took a class in marketing either in high school and/or college because they had to… not because they love marketing. (That is how I feel about Accounting… YUCK!)
Marketing is storytelling. It’s that simple. Let the person you are talking to picture why you do what you do. Not a long story! Short, simple and to the point will keep them wanting to learn more about you. Remember, you have 8 seconds to keep their attention.
Let me give you some examples of what I am talking about. Below you will find taglines and introductory sentences that tell a story. These are from a few amazing, local organizations that I have been lucky enough to work with and each one can be said in under 10 seconds:
It’s more than just a roof, it’s what protects your business and your people.
I tell you what you need to hear, not what you want to hear and help you implement solutions.
I love to see the joy that our craft work brings to our clients. It is not always easy, but always well worth the effort!
I absolutely believe that by helping you find the home that fits your needs for whatever season you are in or an investment property to help build your portfolio, it allows you to live your best life.
We sell PURE FUN!
I help businesses define their brand and then find ways to let everyone know how awesome they really are!
What is your story?
Why did you start your company or why do you work for the company you work for now? (HINT: money is NOT the correct answer… if it is, you can stop reading this post).
Get to the HEART (passion/emotion) of why you do what you do, not the HEAD (logic/reason).
Yesterday, I met a gentleman who is an IT Engineer and has his own company. He is very smart, friendly and passionate about IT. However, over the past year his closing rate has gone down significantly. After we talked for a bit, we uncovered the reason: by building a successful business, he started to lack the time to build relationships (aka: heart portion) with his prospects, the selling process became more transactional. Can his team do the work? YES! Then why is their closing rate declining? It’s because prospects don’t know how much passion this organization has for IT.
This business issue can be easily fixed. This organization donates time and resources to non-profit organizations to help youth find their passion for STEM programs. They don’t volunteer for the PR; they do it because it’s the right thing to do. This is pure HEART!! By simply posting a few photos on social media and on their website of their team’s volunteer efforts, prospects will find an instant connection to this organization. It tells a story and differentiates them from other IT consultants.
Whether you want to admit it or not, buying is an emotional activity.
Let me ask you again: What is YOUR story?
Not sure where to start? I’d love to help! You can find me at [email protected]
? Cheers!
#rebelmindset #marketing #storytelling