Posts tagged with: core story

Reading a local publication earlier this morning, I noticed a couple real estate ads printed next to each other. Both ads read the same — name, rank and serial number. And both ads offered the same reason to call the...
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There’s a lot of marketing effort focused on how the vendor thinks — the vendor’s view of the world, vision of the future, story, way of making the world better, etc. And for good reason: Who wants to do business...
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It’s hard to find many marketers who defend interruption marketing — phone calls, advertisement, direct mail, email, etc. The fashionable thing to do is go soft — ask for permission, avoid the topic of taking action, suggest and hint instead...
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Advantages are often confused with benefits in marketing and sales communication — mucking-up a core story. As salespeople, we too often tout advantages as the reason to buy from us — a big mistake. Advantages are the things you can...
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One of the common questions about core stories is how they are used in sales and marketing campaigns. This post will provide an example. ======= I don’t define a core story as an end, such as a presentation, white paper...
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Leaving the post office not long ago, I picked-up a flyer from a local business — a party and event company that supplies everything for a celebration including balloons, tents, lighting, and catering services. How do I know this? It...
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The image above is a pic I took of my whiteboard yesterday following a conversation with a colleague — we were discussing core stories and their affect on marketing and sales efforts. The board holds the notes I wrote while...
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Reason to believe is a huge part of a compelling core story, it’s the reason a prospect feels secure becoming a customer. Reason to believe is a form of proof the benefit you offer is real and the price is...
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Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....
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Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...
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