Tuesday, August 4, 2015

Why Success Stories Rule

While you keep dishing out vainglory, only success stories "spark imagination and generate discussion," writes Theo Priestley in Forbes.

"There’s a definite sense of pride behind retelling a company history, or the deep technical passion in the product itself, but the solution only comes alive when there’s a story," Priestley says.

A product-design and marketing consultant, Priestley bristles over the naiveté of most marketers, who honestly believe their bluster is convincing.

Stories trump marketing megalomania, Preistley says, for three reasons:

Stories show how your brand is perceived in the market. Success stories illustrate clearly how your product differs from competitors'. 

Stories allow you to express an opinion. "Opinions matter, even if they’re controversial," Priestley says. They matter, because opinions ask customers to think.

Stories connect marketing and sales. Success stories let marketers and salespeople work as a team to deliver concise, consistent messages.
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