Story Led Marketing - Where The Magic Happens!

You know that question… "If a tree falls in a forest and no one is around to hear it, does it make a sound?" well I have a variation on it for you… “If you share a message and no-one remembers it, did you communicate at all?” Stories have been used to help people remember important messages for thousands of years, but some stories are stickier than others. Today I’m giving you the lowdown on four tools you can use to make the important points in your stories and content more adhesive than gorilla glue! Enjoy! What I’m going to cover: Four different tools you can use to make your message more relatable and memorable The difference between each one Where you might use them best Strategies for using them with your content. Thanks for listening! To share your thoughts: leave a comment below. Share this show on Twitter, Facebook or LinkedIn. To help the show out: Leave an honest review on iTunes. Your ratings and review really help get the word out and I read each one. Subscribe on iTunes. See you next time.

I’ve been fascinated by human psychology and in discovering how we can use it in our marketing to grow our business. Whether you know it or not, your buying behaviour is influenced by a number of psychological triggers and reciprocity is one of these. The rule of ‘reciprocity’ is what modern society has been built upon and is a rule that has practically been bred into us to uphold. You will have seen marketers using the rule of reciprocity before in content marketing, as free content and freebies. What you might not know is that its’s also leveraged in other ways in marketing. Understanding how to utilise ‘reciprocity’, (with a service mindset), is a critical part of your marketing toolbox and that’s why I’m sharing what I’ve discovered with you on this show. Enjoy! What I’m going to cover: The background to the rule of reciprocity Why it’s so powerful How charities and supermarkets leverage reciprocity The additional spin off rule of reciprocity that can turn no into yes How to use the rule in your business

A lot of business owners and entrepreneurs think that their ‘offer’ is the product or service that they sell, but it’s not. At its heart, an offer is your core product or service plus added value. The aim of your offer is to create a compelling proposition for your customer, where the perceived value of what you’re offering is much higher than the price that they pay. Putting together the right offer for your target customer is one of the biggest factors that influences their decision to buy. In this show, I’m going to be sharing my biggest takeaways from Offermind, a two-day event designed to help entrepreneurs and business owners master this critical aspect of marketing. The event featured some of the biggest names in business today and I was very fortunate to be able to go. There was a lot of gold shared at this event and I took copious notes so that I could share the goods with you. Enjoy! What I’m going to cover: The definition of a dream customer Why you should choose a position in relation to the cate

I see so many people with a great product or service, struggling to get potential customers to understand how it can make a difference to their life. There could be a number of reasons for this, but the one I want to tackle in this episode is ‘focusing on the vehicle’. So often with our own business, we’re so proud of what we’ve created, the widget, or framework or method, or program, that we can’t focus on anything else. The problem is that the features of your creation, are not what will get you the sale.   But don’t worry, in this show I’m going to be giving you an analogy you won’t forget to keep you on track, and two magic words that will help you communicate the value every time, so that you get more sales. Enjoy! What I’m going to cover: One of the biggest obstacles to getting sales. A powerful analogy that will make sure you stay customer focused. Two of the most powerful words for getting results in marketing. Thanks for listening! Resources:https://www.storyledspeaking.com https://www.standoutpitc

Public speaking is one of the most important and most dreaded forms of communication in life and business. Whether you’re a manager, small business owner, coach or consultant, I believe this is a skill that should be right at the top of your list to develop. Today, so many aspects of marketing involve us actually talking to our audience, and our success in bringing new people into our world and converting them into customers is strongly correlated to how well we connect with them, engage them and make them believe in our message. I’ve seen opportunities blown by poor presentations, and I’ve seen them missed because someone wants to avoid public speaking. So, whether you are petrified of public speaking, or you want to up your game, this episode will help. Since 2011, I’ve been coaching people not only to get over their fear of public speaking, but to become a powerful speaker that gets results. In this episode I’m going to be sharing tips to help you move forward in your speaking journey wherever you’re start

Positive reviews of your product or service are worth their weight in gold…and that’s why it’s so critical to know how to get them, what should be in them and how to present them to maximise their impact. In my experience though many of us are losing out on the power and benefits of testimonials for a number of reasons: We miss opportunities to get them. We’re so grateful if someone says they will give us one that we don’t tell them what we want them to cover. We don’t put them in the right format. We overlook potential ways to leverage them.  Given the impact of social proof to build trust, overcome objections and connect at an emotional level I thought it was worth learning the ins and outs of testimonials for my own business…and of course sharing what I’ve discovered with you too Enjoy! What I’m going to cover: Why testimonials are so valuable Top 3 mistakes businesses make with testimonials The two kinds of evidence you need on your site The different types of testimonial How to ask for a testimonial Opp

I love a good drama…but I can never switch off my marketing brain. When I recently watched a spy thriller called ‘Summer of Rockets’ by Stephen Poliakoff on the BBC I nearly got thrown out of the living room because I couldn’t stop myself from commenting on the mistakes that the hero, Samuel Petrukhin was making in the marketing of his big new invention. (This wasn’t immaterial to the plot either because the fact that he couldn’t sell his invention put his business at risk and made him vulnerable to being turned into a spy…see how important successful marketing is!?) Anyway, although I managed to bite my tongue for the remainder of the episodes, I couldn’t stop thinking about what he could have done differently, and so here we are… I’ve already incorporated Samuel and his story into one of my presentations and my masterclass programme, and I thought I’d share it with you too… In this two-part show, I’m sharing his story, the marketing mistakes he made and how I would have applied the story led marketing syste

I love a good drama…but I can never switch off my marketing brain. When I recently watched a spy thriller called ‘Summer of Rockets’ by Stephen Poliakoff on the BBC I nearly got thrown out of the living room because I couldn’t stop myself from commenting on the mistakes that the hero, Samuel Petrukhin was making in the marketing of his big new invention. (This wasn’t immaterial to the plot either because the fact that he couldn’t sell his invention put his business at risk and made him vulnerable to being turned into a spy…see how important successful marketing is!?) Anyway, although I managed to bite my tongue for the remainder of the episodes, I couldn’t stop thinking about what he could have done differently, and so here we are… I’ve already incorporated Samuel and his story into one of my presentations and my masterclass programme, and I thought I’d share it with you too… In this two-part show, I’m sharing his story, the marketing mistakes he made and how I would have applied the story led marketing syste

I truly believe that the difference between success and failure in most things comes down to three factors. The trouble is that the entrepreneurial personality type, our human nature and society today conspire to make these three things challenging to achieve. It’s taken me nearly four years to accept that what I previously considered to be big strengths may have a massive downside that I need to actively manage. I’ve recognised if I don’t address these issues, I will never have the success I want in life and business. I think that many entrepreneurs face the same struggles and so I thought I’d share some of the strategies that I’ve put in place so that you can mitigate the downside too! Enjoy!  What we’re going to cover: The three biggest factors for success in life and business The myth about multi-tasking How the shiny pennies let us off the hook Tips for staying focused Why we should switch to ready, fire, aim Why a-plus will hold you back as an entrepreneur   Thanks for listening! To share your thought

I recently met with a business owner who wanted to find out more about sales funnels. When I met with them, they talked me through their business and told me that they were failing to get traction with the courses they were selling, and they thought sales funnels would help. IMHO there was a reason they were failing to get traction and not having a sales funnel wasn’t it.   In this show I want to share about market positioning and category design, concepts which I think could help the business owner I spoke to and maybe you too. There are some great examples of entrepreneurs and visionaries who have successfully made their company stand out through deliberately and in some cases, accidentally, creating a category and putting themselves at the top of it.   I often talk about helping you and your business stand out and I’m hoping this episode gives you more food for thought and another angle to come at this from. I will also cover sales funnels so that if you haven’t come across them you can see where and when

My life and business revolve around stories… in my downtime I love reading, watching and listening to them, and in my business, I tell, teach and write them. But it’s not just my life that stories impact… they underpin the fabric of all of our cultures, religions and societies, and they can bypass defences, connect with us, and build bridges like nothing else can.   Whilst the power of stories has always been there, it feels like their potential is just being realised in the world of business and I think it’s true to say that if you are not using them yet in your business to market your products or services and build a relationship with your customers then you are missing a vital piece of the puzzle.   In my experience of working with clients both on the speaking coaching and the marketing side, there are two things that get in the way of people using stories. The first is not being clear on what is meant by story… and the second is believing that you have to be creative to use them. In this show I want to ta

People’s attention is one of the most precious commodities around today, and that’s why knowing how to get it can make you very rich...and why your Facebook feed is filled with ads from people claiming they’ve found the secret!   After studying direct response marketing and influencing tools and techniques for a number of years, combined with over 17 years of trying to get people to laugh at me, I too have discovered a few secrets to getting attention and I’m sharing them in this show.   If you want to get more sales and grow your business, understanding what is going to making people pay attention and how you go about it is critical.   Enjoy!   What we’re going to cover: The three triggers for getting people to take action Which ones of those triggers are the most powerful. How to use the most powerful trigger to get and keep attention The importance of creating sexy hooks How bad jokes can help your marketing success The secrets to success   Thanks for listening! To share your thoughts: leave a comment b

Building your email list is one of the most critical activities for business growth and lead magnets, or freebies can be amazing for accelerating results with your list building. The only trouble is that if you get the lead magnet wrong, it can be a big waste of time and money and put off your prospective buyer.   I’ve made plenty of mistakes with lead magnets in my time, and in this episode, I want to share those with you so you can avoid them. I’ll also be explaining why you need to think strategically about how a lead magnet can best serve you and your customer. You’ll also get some ideas for possible lead magnets and a way that you can get them earning revenue for you.   Enjoy.   What we’re going to cover: Why building your email list is a critical business activity. Why you need to think strategically about lead magnets. The different strategies for using lead magnets. The lesson from magazine gifts. The impact of getting lead magnets wrong. The two guiding stars for choosing your lead magnet. Why you n

Again, and again I see people spending time and money to make their website look beautiful…agonising over each little detail to make sure it fully reflects them and their brand. Once that’s done, they think about traffic generation…they think about SEO and social media and even paid advertising…all to send people to see that beautiful website, so that their perfect prospect can buy what they have to offer.   So…you’re probably thinking what’s the problem with that?   Well…nothing… as long as on top of all of that they aren’t missing out the critical marketing strategy and content components, that take account of the full customer journey and guide the prospect to the sale. If you’re worried that might be you…fear not…in this episode, I’ll be helping you to identify any gaps you might have so that you can close them and achieve more marketing success in your business.    Enjoy!   What we’re going to cover: The vital pieces of the marketing puzzle that you might be missing. The customer journey as you may neve

It is unlikely for most of us that we will be offering a product or service so unique that we will never have any competition. That means we have to find a way to make what we do stand out amongst our competition. The most obvious strategy that a lot of people adopt is to reduce the price of our product or service, but whilst this can seem like the easiest route, it most often kicks off a race to the bottom and there will always be someone willing, or able to do it cheaper than you.   So…what’s the answer?   That’s what this show is all about. I’m going to be sharing three secrets to winning business when you are operating in a crowded marketplace. You’ll be able to take these tactics and apply them to your business, so that you can start creating distinction and attracting the right customers to you.   Enjoy!   What we’re going to cover: Why the problem is the answer to your problem. The distinction between a red ocean and a blue ocean marketplace. Why creating a blue ocean is not the answer and what is… Th

So many people are struggling with their marketing and getting the attention of their dream customer and communicating the value of what they do in a way that connects. This gets summed up in different problem statements by  my clients and here are the most common ones I hear:   “People don’t understand what I do” “I don’t know where to start with marketing” “I find sales uncomfortable and awkward” “My business doesn’t stand out” “No-one knows my business exists” “I can’t seem to connect with people” “I don’t have a USP” “I can’t communicate the value of what I do”   When you break most of the problems down, in my opinion they all lead back to the 7 biggest reasons why people aren’t buying your stuff. So, I wanted to share these reasons and give you some tips for turning things around.          If you share some of these issues and are looking for some help, then this show is for you.   What you will learn: The 7 biggest reasons people don’t buy your stuff and how to overcome them. What is at the heart of su

You can have a great product or service, and the coolest marketing strategy, but if you don’t have clarity around who your serving and their story, then your business is built on sand. Yet so many of us miss this critical piece of the marketing puzzle.   In this show, I’m going to cover why the customer story is so important, the thinking that stops people from creating it, and I’m going to be giving you the steps you need to take to find and define your customer, and what needs to be in their story.   I hope you enjoy the show!   What you’ll discover: Why your customer story is critical to your business success. The reasons why people fail to get this vital piece of work done. Why you should think about who you don’t want to work with. How to discover your customer characteristics The steps for defining your customer What should be covered in your customer story   Thanks for listening! Resources: https://www.originstorychallenge.com  Leaving a review:     To share your thoughts: leave a comment below. Sha

When I left the corporate world for the last time, I had planned to focus my business coaching on helping entrepreneurs increase their impact and revenue through public speaking. The thing I quickly found was that so many of them didn’t have the fundamentals sorted for their business, and this meant that their message wasn’t relatable, clear or compelling. And the thing is…even if you are the greatest speaker, if the value of your offer isn’t clear, if your message isn’t relevant and if you’re not delivering it to the right audience…you’ll still fail to fulfil the potential of your business.   That’s what happened to me when I started my first business… with a background in speaking, stand-up comedy and writing, I had no trouble delivering a talk in an engaging and entertaining way… but I didn’t have clarity on the business essentials. Since that business failed, I’ve spent years researching, and learning sales, marketing, copywriting and influencing to find out where I went wrong. I’ve now worked with hundre

It’s said that there’s nothing new under the sun and in marketing it’s certainly true that we’re still applying the ideas, tools and tricks of some of the direct response marketing gurus of the last century… but not all of it is useful today because some aspects of the game have changed. The information and communication landscape have evolved and now there is so much of both 24/7, that we don’t know what we should be doing, our messages are getting lost and our target customers are getting jaded and cynical.   In this episode I’m going to share the second discovery that changed marketing for me. As I always say marketing isn’t easy, but it can be simple and I hope that in this show you will hear something to help you get clearer on how you might make your marketing work better for your business.   What you’ll discover: Why marketing won’t work unless you’re able to get foundational clarity on the Big 3. The little yellow window sticky man and why it’s like unintentional marketing. The gateways you need to m