Every salesperson and marketer will benefit from this course designed to refine the development and delivery of their brand story. Think about a story you love—a documentary, a podcast episode, a novel. What about that story makes it stay with you? Chances are it moved you to feel something.
A brand story contains many of the same elements that draw you into your favorite book or film. And it’s a story that serves a similar purpose. It has characters (you, your customers), a conflict (personal or customer pain point), rising action (your journey to solve that problem), and a climax (the solution!). Most importantly, it leaves the prospective customer with a feeling.
Your brand story is much, much more than just a souped-up version of the “about us” section of your website. Your brand stories are your points for meaningful connection with the people that matter most to your brand’s success. Your stories shape and define your brand’s relationship with every major stakeholder and audience.
In this program participants learn. how to use techniques of effective storytelling to communicate their organization’s complete value proposition including:
Communicating your value proposition through effective storytelling will help uncertain customers make decisions and move hesitating customers to action. It will also increase the loyalty and retention of existing customers. All while providing salespeople and marketers with many new opportunities to bring their value proposition to life.
Sales messaging will be streamlined and targeted to amplify the impact on prospective customers.
A greater sense of cohesion will develop when the entire organization internalizes your brand story in a consistent manner.
Reduce sales and marketing costs by identifying ineffective messages that have minimal impact on prospects and customers.
Marketing messages will gain greater traction with audiences to generate more leads and accelerate the selling cycle.
Apply brand story principles to your social media strategy to generate greater engagement and more follow-up action.
Improve the motivation and morale of salespeople by providing them with stories they love to tell to customers and prospects.
Recognize and use the essential tools of story marketing.
Understand the basics of good storytelling.
Develop a targeted sales/marketing message that speaks to the strongest values and priorities of your customers.
Craft a simpler but more effective message that sells.
Troubleshoot the weaknesses with your current brand story and sales/marketing messaging; develop solutions.
Apply brand story principles to your prospecting and sales presentations as well as your social media strategy.
Accelerate your marketing/sales cycle with messaging that resonates with prospective customers.
Communicate with greater energy and emotion that drives prospective customers to take action.
Enhance presentation skills (with and without visuals) through practice and feedback for continuous improvement.
Reduce marketing costs and improve sales conversion rates through highly relevant sales/marketing messages.
Increase competitive differentiation by positioning and highlighting your unique brand story.