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
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How to Create a Unique Business Story (That Customers Actually Want to Hear)
- 1. Video #3: How to Tell a Unique Business Story
- 2. It’s Not About “Being” Completely Different / New / Wacky / Revolutionary
- 3. You DON’T have to be “The Accountant On Rollerskates”
- 4. Products that were completely ‘new’ Yoghurt + Shampoo
- 5. Products that were completely ‘new’ Pet food flavours + Water (for pets)
- 6. Both produced by trusted companies
- 7. Both products failed miserably
- 8. Why? There was a major missing element...
- 9. The Missing Element? Customer Desire
- 10. 3 Steps to creating a unique business story (that your customer is actually interested in)
- 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. How this simple process created a billion dollar idea...
- 13. It’s the 80s.
- 14. 2 comic book cartoonists are looking for new ideas
- 15. Their target market? Teenagers
- 16. Step 1: At this time in the 80s, what did teenagers love?
- 17. The cartoonists kicked around a bunch of ideas and found 4 main elements...
- 18. 1: Pizza
- 19. 2: Ninjas
- 20. 3: Mutants
- 21. 4: Turtles
- 22. Step 2: What were the cartoonists hot for?
- 23. Creating comics
- 24. The result?
- 25. A Comic About Teenage Mutant Ninja Turtles Who love eating pizza
- 26. Want to find the story no-one’s telling in your industry?
- 27. Step 1: What do your customers LOVE or WANT? • Part 1: relating to their problem • Part 2: relating to their lifestyle
- 28. Part 1: Relating to their problem... • Less pain? • More sales? • Improved business efficiency? • Clarity? • A better golf swing? • Fast delivery?
- 29. Part 2: Relating to their lifestyle... • Family • Community • Celebrity • News • Economy • Politics • Business
- 30. How do you find this stuff out?
- 31. Spy (nicely) on conversations Twitter Forums Blogs
- 32. Search YouTube 2012: Parenting Advice - 38 Million Views Highlighted hot topics of parenting teens and social media
- 33. Your customers Take them for coffee
- 34. Step 2: What do YOU love?
- 35. • Passion • Skills • Experience • Expertise
- 36. Step 3: Blend to find the story no-one’s telling in your industry
- 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. 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. You don’t have to blend ALL the details together
- 40. But it will give you a focus to explore and develop your own unique business story
- 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. 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.