9. Everyone we do, we believe in
challenging the status quo. We
believe in thinking different.
The way we challenge the
status quo is by making our
products beautifully designed,
simple to use and user-friendly.
We just happen to make great
computers.
What to buy one?
10. EXERCISE
What is your why?
What’s your purpose?
Why does your organization exist?
Why do you get out of bed in the
morning and why would anyone care?
54. A value proposition is a statement of
unique benefits (and value) delivered
by your product to target customers
55. Value Propositions Questions
• What is your product?
• What problem are you solving?
• Who is the target audience?
• What is the value of your product?
• How is your product unique, different or
better?
56. VALUE PROPOSITION
TEMPLATE
For ____________ (target customer)
Who ______ (statement of the need or
opportunity)
our our (product/service name)
is ____________ (product category)
that (statement of benefit) ____________ .
58. I help fast-growing
companies grow even faster
by creating marketing that
actually works.
Target Audiences
Benefits
Product
59.
60. Uber is evolving the way the world moves.
By seamlessly connecting riders to drivers
through our apps, we open more
possibilities for riders and more business
for drivers.
61.
62. Square lets you run your business
anywhere. We make it easy for
anyone to accept credit cards so they
can start selling today.
63. EXERCISE
For ____________ (target customer)
Who ______ (statement of the need or
opportunity)
our our (product/service name)
is ____________ (product category)
that (statement of benefit) ____________ .
FILL IN THE BLANKS
65. PRIORITIZE
After ranking marketing
channels, split them
into three buckets: now,
soon and later to
determine next moves.
LIST
Write down all the
marketing channels and
activities that could be
used to engage target
audiences, regardless of
their potential.
RANK
Rank all your marketing
channels based on
required resources,
costs and expected
success/ROI.
0203
01
LIST, RANK, PRIORITIZE
FRAMEWORK
72. But wait, there’s more…….
Story Spark video course:
www.growevenfaster.com
Coaching:
www.markevans.ca/marketing-coaching
Story Spark (the book):
www.subscribepage.com/storysparkthebook
Notes de l'éditeur
I have been telling stories for entire professional career.
I have always believed that stories and content are king.
Write down ideas on a whiteboard to see different perspectives.
Why – What’s your purpose? Why does your organization exist? What is your purpose, cause, belief? Why do you get out of bed in the morning and why would anyone care?
Inspired leaders and organizations communicate from inside out.
Apple: We make great computers that are beautifully designed. Want to buy one?
Everyone we do, we believe in challenging the status quo. We believe in thinking different. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. What to buy one/
People don’t buy what you do? People buy why you do it?
How – How do you do that? UVP, value propositions.
What – What do you do? Everyone organization knows it.
The relationship between brands and consumer has been reconfigured.
Brands used to broadcast the information they want. Today, consumers already had a lot of information
So how do brands engage these information-heavy consumers?
People remember stories, they don’t remember facts or numbers.
Rob Archambeaut – talking about why he should sell someone’s house
Flybits talking about its contextual, personalized and relevant mobile technology vs. telling stories.
Baked beans
Most of the decisions we make do not involve rational logic; they are driven by emotions. Storytelling is a great way to trigger emotions.
The company was founded by Nick Woodman in 2002 after a surf trip to Australia where he was hoping to capture high-quality photos of his surfing.
Woodman initially raised a portion of the money for his company by selling bead and shell belts for under US $20 out of his VW van.
Awareness, consideration, decision
Steve Ells
Graduated from the Culinary Institute of America,
Dreamed of opening a fine-dining restaurant but ran into the problem most entrepreneurs face; lack of funds.
In 1993 he opened Chipotle as a way to make money to fund his fine-dining restaurant.
Steven Ells attended the Culinary Institute of America. After graduating, he worked as a sous chef at Stars Restaurant before leaving to launch Chipotle in 1993. Then 28, Ells created Chipotle to help him fund a fine-dining restaurant he had dreamed of. The restaurant quickly gained traction with it’s fast yet quality food service and began to gain a cult following.
https://www.fundable.com/learn/startup-stories/chipotle
Worked for Hubba, a red-shot start-up.
Wanted to do their own thing so they quick.