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How to Create a Unique Business Story (That Customers Actually Want to Hear)

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Video #3: How to Tell a Unique Business Story

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It’s Not About “Being” Completely 
Different / New / Wacky / 
Revolutionary

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You DON’T have to be 
“The Accountant On Rollerskates”

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How to Create a Unique Business Story (That Customers Actually Want to Hear)

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Included in this slide tutorial:

Why a unique story doesn’t actually mean you have to be unique (huh?)

Two unique story ideas that bombed

The missing element that caused these ideas to fail

Three steps to creating your unique business story

What a billion dollar unique story looks like (it might surprise you)

How to find the story no-one’s telling in your industry

5 ways to spy on customer conversations for valuable insight

What you need to know about yourself to be unique

How to blend your story elements to create your unique angle

Included in this slide tutorial:

Why a unique story doesn’t actually mean you have to be unique (huh?)

Two unique story ideas that bombed

The missing element that caused these ideas to fail

Three steps to creating your unique business story

What a billion dollar unique story looks like (it might surprise you)

How to find the story no-one’s telling in your industry

5 ways to spy on customer conversations for valuable insight

What you need to know about yourself to be unique

How to blend your story elements to create your unique angle

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How to Create a Unique Business Story (That Customers Actually Want to Hear)

  1. 1. Video #3: How to Tell a Unique Business Story
  2. 2. It’s Not About “Being” Completely Different / New / Wacky / Revolutionary
  3. 3. You DON’T have to be “The Accountant On Rollerskates”
  4. 4. Products that were completely ‘new’ Yoghurt + Shampoo
  5. 5. Products that were completely ‘new’ Pet food flavours + Water (for pets)
  6. 6. Both produced by trusted companies
  7. 7. Both products failed miserably
  8. 8. Why? There was a major missing element...
  9. 9. The Missing Element? Customer Desire
  10. 10. 3 Steps to creating a unique business story (that your customer is actually interested in)
  11. 11. Step 1: What your customer loves / wants Step 2: What YOU love Step 3: Blend to find the story no-one in your industry is telling...
  12. 12. How this simple process created a billion dollar idea...
  13. 13. It’s the 80s.
  14. 14. 2 comic book cartoonists are looking for new ideas
  15. 15. Their target market? Teenagers
  16. 16. Step 1: At this time in the 80s, what did teenagers love?
  17. 17. The cartoonists kicked around a bunch of ideas and found 4 main elements...
  18. 18. 1: Pizza
  19. 19. 2: Ninjas
  20. 20. 3: Mutants
  21. 21. 4: Turtles
  22. 22. Step 2: What were the cartoonists hot for?
  23. 23. Creating comics
  24. 24. The result?
  25. 25. A Comic About Teenage Mutant Ninja Turtles Who love eating pizza
  26. 26. Want to find the story no-one’s telling in your industry?
  27. 27. Step 1: What do your customers LOVE or WANT? • Part 1: relating to their problem • Part 2: relating to their lifestyle
  28. 28. Part 1: Relating to their problem... • Less pain? • More sales? • Improved business efficiency? • Clarity? • A better golf swing? • Fast delivery?
  29. 29. Part 2: Relating to their lifestyle... • Family • Community • Celebrity • News • Economy • Politics • Business
  30. 30. How do you find this stuff out?
  31. 31. Spy (nicely) on conversations Twitter Forums Blogs
  32. 32. Search YouTube 2012: Parenting Advice - 38 Million Views Highlighted hot topics of parenting teens and social media
  33. 33. Your customers Take them for coffee
  34. 34. Step 2: What do YOU love?
  35. 35. • Passion • Skills • Experience • Expertise
  36. 36. Step 3: Blend to find the story no-one’s telling in your industry
  37. 37. Creating a Unique Business Story You are They are A copywriter Small business owners interested in marketing their business. Mostly female You LOVE They LOVE Romance novels Problem: marketing in an authentic way Lifestyle: having fun in their business • The story no-one is telling? – The blend of romance novels and authentic marketing – Fun and flirty marketing
  38. 38. Creating a Unique Business Story You are They are Supplier of HR and Payroll software Small to medium businesses You LOVE They LOVE Sales training Fitness training Problem: Improving productivity to increase profits Lifestyle: Excited about the changing economy for start-ups and small businesses • The story no-one is telling? – Software for the start-up economy – Software and sales training – Getting your business fit, efficient and profitable
  39. 39. You don’t have to blend ALL the details together
  40. 40. But it will give you a focus to explore and develop your own unique business story
  41. 41. In Summary... • You are: • Your customers are: • They love / want: • You love: • What is the blend of these 2 things that no other “you” talking about? • Use this to develop your own unique story
  42. 42. Write persuasive marketing copy faster and easier: www.writewithinfluence.com

Notes de l'éditeur

  • Not about being completely different
    It’s about taking what you have and presenting it in a different way
    7 story plots
    Combination of details about you, your business and your customer that will blend together a unique story.
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • They didn’t supply what their customers wanted
    This is where a lot of people make mistakes, they try to carveout an identity that makes them different, without having a clue if it’s something that people are going to go for
    Also – want to watch the mistake of being “popular” and being “hireable”
    Controversial characters and personalities can be very popular, but don’t always serve the interests of the business if no-one wants to work with them.
    So you need that customer demand.
    Later on we’re going to look at how to get that customer demand.
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • So the 3 critical story elements are:
    What your customer is hot for
    What you are hot for
    What no-one else is talking about
    This is similar to the 7 stories principle, in that whilst those individual items might not be unique on their own, by putting them together you can come up with some really interesting ideas that no-one is talking about but is specifically positioned to appeal to your customers.

    If this sounds simple – it can be!
    I always seem to say that in my fast copy Friday newsletters, and it’s true, some of the best ideas are really simple.

    In fact, lets’ have a look at that billion dollar franchise I mentioned that was created from this simple process:
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • This is the most important step. Without this you’re flying blind, or you might fail.
    You have to know what bothers them
    Number on is - What are their problems that you solve – write this down.
    Is it marketing?
    Is it getting clients
    Is it chronic pain
    Is it lack of focus?
    This is something we look at in more detail on the bootcamp, and how to talk about their problem, but for now I just want you to think about i

    Then, have a think about what they’re interested in right now.
    A great new book I’ve just bought is Media Mastery by Jill Chivers, and she talks about getting media coverage, and making your story more “newsworthy” which is relevant here.
    She gives the examples above as ways of thinking about how to put your product or message into the conversation that your customer is already having.
  • This is the most important step. Without this you’re flying blind, or you might fail.
    You have to know what bothers them
    Number on is - What are their problems that you solve – write this down.
    Is it marketing?
    Is it getting clients
    Is it chronic pain
    Is it lack of focus?
    This is something we look at in more detail on the bootcamp, and how to talk about their problem, but for now I just want you to think about i

    Then, have a think about what they’re interested in right now.
    A great new book I’ve just bought is Media Mastery by Jill Chivers, and she talks about getting media coverage, and making your story more “newsworthy” which is relevant here.
    She gives the examples above as ways of thinking about how to put your product or message into the conversation that your customer is already having.
  • This is the most important step. Without this you’re flying blind, or you might fail.
    You have to know what bothers them
    Number on is - What are their problems that you solve – write this down.
    Is it marketing?
    Is it getting clients
    Is it chronic pain
    Is it lack of focus?
    This is something we look at in more detail on the bootcamp, and how to talk about their problem, but for now I just want you to think about i

    Then, have a think about what they’re interested in right now.
    A great new book I’ve just bought is Media Mastery by Jill Chivers, and she talks about getting media coverage, and making your story more “newsworthy” which is relevant here.
    She gives the examples above as ways of thinking about how to put your product or message into the conversation that your customer is already having.
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Problem I have with the USP is the pressure to be different.
    Being different isn’t enough
    Here are 2 examples,
    Clairol Yoghurt shampoo – totally bombed although I think there are similar products now
    Water for pets – falvoured water for pets – also bombed.
    These were unique, they stood out and were by reputable brands – so what went wrong?
  • Write these down if you want.

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