The 2nd story
This blog is to explore the 2nd story that is often not considered in sales and marketing.
So what am I on about this 2nd story? Well first lets define the first story and understand that one in order to understand the 2nd.
The first story in sales and marketing is your story, the one you are telling your customers and prospects. You do this through your marketing and through the people in your company. What is the story you are telling? Give it some thought, is it clear is it consistent and does it set you apart from your competitors?
What is Volvo's story? Easy one eh, when you think Volvo you think safety. When you think of Asda you think great value.
Your story needs to be clear and everybody in your company needs to understand it. Are the fastest or the most cost effective or simply leading your industry through innovation. What ever it is get it written down and then ensure its consistent in everything you do.
So if your still following and you think you either have or understand the need for your story we will take a look at what the 2nd story is.
So the 2nd story is quite simple really, its the story your customer or prospect is telling themselves.
Lets unpack that a bit. When you buy or are looking to buy anything there is a story that goes with it. For example, if you drink skimmed milk, the red top, there is a story that goes with that for the purchaser. Maybe that story is it's better for you to drink skimmed milk. Maybe it's a diet your on and you are looking to lose weight, maybe that story is you believe it tastes better? All are reasons why they buy skimmed milk and story they tell themselves by purchasing it.
What does owning a BMW or Mercedes mean to there owners? What story do you think they are telling themselves buy owning one? What car we drive, what postcode we live in and everything else is all part of that story.
If we understand that story we can really make sure our marketing messages are aligned to that story as best we can.
If you think about your customers for a minute, why did they choose you? People shop in John Lewis and Waitrose despite the fact it will probably cost more? Why? Because of that story they are telling themselves. It says something about them that they possibly want others to know or maybe its not about others but they simply believe its a better experience for them. Either way those brands at the higher end of the market know this and don't apologise for being more expensive because that's what their customers want.
So these are the 2 stories I believe we need to be aware of and think about when designing the user journeys for our customers and prospects. People buy on lots of factors and these are two huge factors to consider.
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Author- Speaker - Consultant. Passionate about all things digital.