But my traffic stats tell me something different about what they want □ And even a survey on my blog showed that people claim to not care about money as much as creative expression. This is very surprising to me, since many people in my industry claim to be about the art and not about the money. But the part of my story that is getting the most heat is the part where I turned that attention into a steady stream of freelance and full time work in my industry. I’m finding that the parts of my story I think are the most interesting isn’t what’s connecting with people and the parts I think are boring or obvious is what people are sharing.įor example, I thought the best part of my story is how I used social media to build an audience for my work. ![]() ” you’ll never completely control your story anyway” Notice: JavaScript is required for this content. In fact, it’s the most cost-effective (and just plain ol’ effective) online marketing method ever devised when done properly.Įven better, people aren’t just coming together. That’s exactly what content marketing allows you to do. “Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.” – Seth Godin ![]() The premise is essentially the difference between success and failure (or good and great) when it comes to copywriting and storytelling. In fact, stories have been retold over and over throughout the ages - some are just better told than others. Think about your favorite novel or film … the same information could have been transmitted another way, but just not as well. It’s important to understand the difference between the beliefs or worldview of your audience (the frame) and the expression of that belief or worldview back to them. It’s the clear path between attention and action.It’s the difference between a good story and an ignored story.It’s the hook, the angle, the purple cow.It’s the delivery of the framed message with dramatic tension and one or more relatable heroes so that your goals are achieved. The premise is the way you choose to tell the story so that you get the conclusion you desire. You’ll likely never convert those at the other end of the spectrum, but your core base will share your content and help you penetrate the vast group in the middle - and that’s where growth comes from. For example, the simple word “green” can provoke visceral reactions at the far sides of the environmental worldview spectrum, while also prompting less-intense emotions in the vast middle.įraming your story against a polar opposite, by definition, will make some love you and others ignore or even despise you. These are extreme examples, and you can cater to audience beliefs and worldviews without resorting to name-calling. And when you understand the worldview your prospects share - the things they believe - you can frame your story in a way that resonates so strongly with them that you enjoy an “unfair” advantage over your competition.Ĭonsider these competing worldviews, framed differently by simple word choice: When you know your audience well, what you’re really tuning in to is the way your people view the world. The more time you spend understanding the people you’re talking to, the better story you’ll tell them. Research doesn’t sound sexy, but it’s the foundation of any smart marketing plan. It also helps you be a part of the market you’re speaking to, which results in a more authentic story and easier leadership of the community you form. Understanding your audience at such an intimate level makes creating buyer personas important. Instead of sitting around dreaming up content you guess people might react favorably to, you tell an educated story based on one or more archetypal individuals who represent the whole. ![]() What do you need to know? You need to know whom they admire, and what they aspire to, despise, fear, and cherish. Put me up against the greatest writer in the world, and if I understand the audience better, I will kick his or her ass every time when it comes to connection, engagement, and conversion. So why not tell your story on purpose? Here’s how. But purposeful storytelling is the mark of the great novelist, screenwriter, and playwright - and purposeful marketing stories are a sure sign of a great content marketer. Now, it’s not necessarily fatal if you’re not aware you’re telling a story, and you’ll never completely control your story anyway. And the story people hear is the one they act (or don’t act) on, and repeat (or don’t repeat) to others. Whether you know it or not, or intend to or not … you absolutely are.Įverything you do to market your business is another paragraph, page, or chapter in the story people hear from you.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |