Share Your Long Tale
We all have a story. I always ask new customers “what is your story and is it being told?” Many times most businesses, brands, products and services begin with their story and then get caught up and forget how it impacts the value—they forget who the brand is targeting and lay that story to rest. In the “new world economy”, as I like to call it, your story is integral. It’s what draws potential evangelists and creates a connection that gives you permission to share with them. And in turn, they’ll share your story with others.
Share’s story is about the power of women and marketing to them in a way that is intelligent, respectful and informative—while focusing on how they live their lives as individuals. As women in an industry (advertising and marketing) that is still dominated by and lead by men and in an economic time where women now wield the bulk of the decision and spending power, we have the insight (as women) to clearly understand how to best assist companies—by showing them how they can tell their story. Engaging and connecting in a way that will garner the permission needed to begin that relationship—with the goal of gaining access to more of their dollar. These days it is 85%.
Seth Godin’s blog post today speaks about just this: The long tale. His advice: keep telling your story once you get the permission. It’s that long tale that keeps the story moving and, more importantly, gives your customers a reason to Share!
Best Nicole
The long tale
(not a typo).
The long tale is the never-ending story you tell your prospects, your customers and your employees.
The hard part is getting a little bit of permission to start telling your tale. The overlooked part, the part that wastes all that permission, is that you forget to keep telling your story.
Are you really the same as you were a year ago? How often do you re-introduce yourself? What’s truly new (as opposed to what does the salesforce think is new)? What’s the next chapter that matters? Almost all the goodness of marketing comes not from the big announcement, but from the long tale.
When the outside world changes, do you? Does the regulatory or environmental or competitive marketplace have an impact on you or us? That’s part of the tale. Share it.
