Category Archives: - Marketing your Business

marketing psychology

Marketing Psychology: How to use Social Proof to Create Buyers

Using Social Proof to create Buyers – you can listen to a podcast of this article here

Social proof means believing in what you see and hear others doing around you,  and following suit.

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For example, if someone is raving about a certain product you will be tempted to look at it with a view to purchasing it as well. As a business owner you want to take this concept and apply it to your products.

Another way to look at social proof is by having the attitude of “if they can do it, so I can”. If they can afford to have an iPhone then why not me?

One simple way to employ this concept for your business is by using social sharing buttons on your blog. If you display the number of shares your post has been liked or Tweeted, you will find that others will share your post too. Again, they are just following the lead of the person that went before them.

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Another concept of social proof is one that is used by bars and restaurants all the time. They get you to line up outside the door, so a crowd forms. This makes them look as though they are a busy and popular restaurant. The end result is that they gain more customers, those that see the lineups figure they need to check out the place too.

TV shows do the same thing by running loud applause or canned laughter when they want to highlight funny aspects of their show.

There are actually 3 different categories of social proof that you should be concerned about as a business owner. These are:

  • Expert Social Proof – this is when you get a review or guest post from an authoritive person in your field.
  • Celebrity Social Proof – is getting an unpaid endorsement from a celebrity.
  • User Social Proof – these are the reviews, likes and testimonials that come from customers who have tried and liked your product or service.

It might be possible for you to get all three types of social proof for your products. The third one is usually the easiest to get. A happy customer is eager to leave their opinion of your product and they are happy to spread the word to all of their acquaintances.

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Don’t discount posting reviews on your blog or website either. These can have a huge impact on your sales figures. People are in the habit today of searching for reviews before making a purchase, so why not have your website show up with a great review on it for them.

Have you used the concept of Social Proof in your business?  Please leave a commment and let me know how it worked out for you…

This is the first of a series of articles in Marketing Psychology which will be published on Motivating Mum throughout September and October. You can see a list of all the articles that have been published so far by following the tag Marketing Psychology

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marketing with stories

Marketing With Stories – Wrapping It Up

This post is the last part of our Marketing with Stories series, which have been published every Monday since 26th May.  The first part is here - Marketing with Stories.

This series of blog posts about marketing with stories gave you a lot to think about. You’ve learned that marketing stories aren’t that different from any type of story that you read in childhood or that your parents told you.

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All marketing stories have some components that make them exciting.

  • The story is about someone — in this case your audience
    .
  • The story is about achieving a specific goal, solving a problem or overcoming an obstacle.
  • The story is about how your product or service solves the problem.
  • The story has a value point or moral to it.

You’ve learned the importance of words and imagery that allow you to weave the story in many different forms for consumption on different media such as your website and social media.

You’ve learned that words have meaning, and images have power. You’ve also learned how important it is to be yourself as you tell your marketing stories and to ask for help and feedback from your audience and colleagues.

In addition, you’ve learned that you can take old ideas and make them new again. You’ve learned that marketing with stories is a way to build strong relationships with your audience and a great way to let them know that they matter, they belong, and you want them to be happy.

There is hardly anything more personal and important than that, and it doesn’t matter what your product or service is, marketing with stories works because it shows that you have taken the time to ensure that you tell stories your audience wants to hear.

Finally, I want to leave you with the words of Chris Brogan who said it best,

Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories.

I agree with Chris. Now, it’s time for you to work on your marketing story. Tell your story, tell your customers’ stories, and experience how easy it is to market with stories.

 

marketing with stories

The Most Important Factors when Marketing with Stories

This post is part of our Marketing with Stories series, which are published every Monday from 26th May until 28th July

Last week I told you about the ways in which you can repurpose your marketing stories for maximum exposure and impact. It’s clear that you can start with any format for your story and repurpose it to another. But there are a few things that I believe are the most important factors in creating marketing stories that work. Continue reading

marketing with stories

How to Repurpose Content & Get More Out of Each Story

Last week I told you about using imagery to best represent what you want your audience to envision in their mind’s eye. This post is going to be about how you can create many different versions of the same marketing story to get more out of each story and so that you can repurpose content on different media such as your website, blog  and social media channels.

Continue reading

marketing with stories

How to use Visuals in your Marketing Story

Last week I told you about how to ensure that your marketing story is something that your audience wants to read. Now I want to explain how the words that you use, the images that you include, and the format of your marketing story makes a difference in how your audience perceives the story.

Continue reading

marketing with stories

How to Tell Stories Your Audience Wants to Read

This post is part of our Marketing with Stories series, which is published every Monday from 26th May until 28th July

Last week we talked about putting a twist on traditional stories. It’s important to tell creative stories that your audience wants to read. But, how in the world do you know what stories your audience wants to read?marketing with stories

You may be tired of hearing it but it all goes back to knowing who your audience is. Repeat that out loud. Know Your Audience.

If your audience loves unicorns, you’d better figure out a way to make unicorns part of your story. If your audience loves order and neatness, that needs to be there too.

As mentioned previously, everyone wants to feel like they matter, are understood, belong to a group, and to simply be happy. How they get to that point is different for each individual and is not universal. It’s up to you to study your audience so that you can determine how best to ignite that passion without your audience for your products and / or services. Marketing with stories gives you a way to do that in a creative manner. But, exactly like all marketing: You must know your audience.

Start With Your Audience’s Problems — Pinpoint a specific problem that a member of your target audience has. Craft a story around that one problem with the solution to that problem being part of the moral of the story, always remembering to tell your audience what to do next.

Ask Your Audience What They Want — Talk to them, form open communication paths with your audience. You can do this with email, social media, or through your website’s blog. But, however you do it, your audience must always be at the centre of every story, every product, every service, and every thought in order to be successful.

Give Your Audience Solid Examples of Success — Using feedback from your customers, and solid statistical research, show your audience what success looks like. Infographics, images that help tell the story and other visual elements will help make it more readable and interesting.

Entertain Your Audience with a Twist — Make it not boring. No one is going to read your stories if they’re boring. Create a hook and carefully craft a story that will entertain your audience on their level using marketing stories that they will want.

Audiences who read, relate and engage with your marketing story are a lot more likely to answer your calls to action whether that is to sign up, buy now, or call.

Stories are in our DNA, tell a compelling one that resonates and you will win over more customers that you did before. Remember, it’s not about selling, it’s about telling your story in an interesting and engaging manner that your audience wants to read. You can’t do that if you have not taken the time to get to know your audience.

Next week I will tell you how to use visuals to make your stories really stand out. I’m not just talking about graphics, but how your text looks, and how you can use certain words to draw pictures in your audience’s mind.

This is the sixth part of a ten-part blog series on Marketing with Stories which will be published every Monday on this blog from 26th May until 28th July. The first part is here - Marketing with Stories.

If you wish to be notified when each Marketing with Stories post is published, please join the Daily Dose of Motivation newsletter

marketing with stories

Marketing with Stories: Putting a Twist on it

Last week I told you about several common mistakes made when marketing with stories. This blog post is going to talk about the idea of putting a twist on traditional stories to add interest, fun and excitement to your story.

When telling your brand’s story, or your customers’ stories, a great way to pique interest is to do a play on traditional stories that we all grew up with, know and love. Boy meets Girl can become boy meets product or service. Girl meets her Prince Charming can become girl buys her own house with cash, because she followed your method to start a six figure business. Continue reading

marketing with stories

Common Mistakes made when Writing Your Story

This is part of our 10 week series of posts entitled Marketing with Stories – the sequence starts here -  Marketing with Stories

Last week we talked about 7 steps for crafting a credible marketing story. This week we’re going to go over some common mistakes made when writing your story for marketing purposes. We’ve touched on some mistakes before but we’ll delve into them a bit deeper this time. These are common mistakes made in all types of marketing, including marketing with stories. Continue reading

marketing with stories

Marketing with Stories 3: How to Write a Credible Story

We learned in last week’s post that marketing stories aren’t that different from any type of story that you read in childhood or that your parents told you. They all have some components that make them exciting, as well as a purpose, goal and moral. Follow these steps for the best results. Continue reading

marketing with stories

Marketing with Stories 2: What to Include

In this post I’m going to talk to you about what to include in your stories so that when you set out to market with stories you can be effective. If you missed my introductory post about Marketing with Stories, then check it out here before you begin  - Marketing with Stories

Every story has to include the same elements for it to work.

The best stories start with you understanding and knowing who your target audience is. If you don’t know that, you need to stop reading right now and do some research on who your audience is. You need to understand who you’re directing your story to. If you have an email list, or a good following on social media, why not poll your audience to find out more about them before you attempt marketing with stories.

Marketing with Stories

In general every marketing story needs to let your audience know that you understand them, that they matter, that they’re not alone, that there is hope, and that their problems can be solved. If you can craft a story that covers those elements in a personal way, you’ll create a successful marketing campaign centered on that marketing story. A story like that will be shared, commented on, and get results.

Let’s spell this out…

All stories need:

  • A Subject — This should be your audience. Find out who your target audience is, know what their dreams, hopes and problems are and weave a story around them. You might even be able to find a customer who has a compelling story already about how they overcame something using your products or services or similar products or services.
  • A Goal — You must understand where your subject wants to end up. What are they seeking? Do they want to make more money, work from home, learn to do something, what exact outcome do they seek?
  • A Problem — If you know the goal, then you need to identify the reason your subject is having problems reaching their goal. Is it due to lack of action on their part? Is it due to lack of knowledge? What reason are they having issues reaching their goal? What roadblocks are in their way. This is typically the most emotional part of your story.
  • A Solution — Of course, you need to be able to show the solution exists to help your subject reach their goal and overcome their problem. The solution is either a product, a service, a mindset, a lesson, coaching, or whatever it is that is your specialty. You are the solution, and you must show that in the story.
  • A Moral — No story is ever complete without a moral. Essentially, it’s repeating the entire story in a more direct fashion pointing out the solution to the problems, and how simple it is to have if only they make that next step, which you also spell out very explicitly. This is where your call to action goes when marketing with stories.

All of this has to be told and written in a truthful manner to be effective. Your audience, if you’ve studied them, aren’t stupid. They know when someone is trying to fool them. Best to be honest and up front from the start by telling realistic stories with reasonable results.

Next week I’ll discuss the actual steps to writing a credible story that people will share, and that will get actual results.

This is the second part of a ten-part blog series on Marketing with Stories which will be published every Monday on this blog from 26th May until 28th July. The first part is here – Marketing with Stories.

If you wish to be notified when each Marketing with Stories post is published, please join the Daily Dose of Motivation newsletter