Conversion Copy | Content Creation

Category: Narrative

A simple formula for finding the “right” message

Have you ever struggled to figure out what message you should be communicating to your best customers? You know who your customers are (hopefully). And you know what you want them to buy. But what do you say to get them to do it. There’s a simple formula that may help. I call it CBA. […]

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How to Compete with Google

When it comes to search, Google dominates its competitors. In fact, its name is synonymous with search. Nobody “searches” online. We “google”. Last month, Americans conducted 18 billion online searches, and Google handled more than 65% of them. Yahoo’s search engine clocks in at 15.9% of all searches, while 14.1% were handled by Microsoft’s Bing. […]

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Tell to Win—The Brandstory Review

From time to time, I receive books from authors who are hoping I’ll like the book enough to write about it. This is one of those times. I write (and read) a lot about brands, story, marketing, and strategy, so when I get a book on one of those topics, I’m generally inclined to read […]

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Show or Tell?

The real power of a good brand story is that it communicates an idea in an emotional way. Listeners immediately get your message and if the story is good, they internalize it and may even share it with others. For example, you can tell your customers that you provide outstanding customer service. In fact, many […]

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Patagonia—Customer Stories Are the Story

When it comes to telling a compelling brand story, nothing is more powerful (or more effective) than letting your customers do the talking. That’s exactly what Patagonia has been doing for three decades. Every year, customers send more than 80,000 photographs of themselves doing the things they love—wearing Patagonia gear. And the results are stunning. […]

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Four Ways Customers Use Brand Stories

By now you know your brand needs a story. But how do your consumers, employees, and other stakeholders use that story? Here are four ways that the people engaged with your brand might use yours: Brand stories as mission statements. This is generally how most of us think about the narratives we use with our […]

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Brands, Consumers, And The Stories They Tell

A big misconception held by many brand managers is that their product or brand needs a compelling story that consumers will adopt as their own. The idea goes like this: Nike tells a powerful brand story about athletic accomplishment, which is summed up with their tagline: “Just Do It”. This idea is retold over and […]

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Do You Have a BP Problem?

BP has two big problems*. The first problem is a well at the bottom of the Gulf of Mexico that has spilled an estimated 50 million gallons of oil in the past 48 days. Until they fix it, nothing they do for the second problem will matter. BP’s second problem is the story. For almost […]

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A Prologue Sets Up Your Brand Story

My favorite part of almost every James Bond movie is the prologue, the dramatic opening featuring Commander Bond in a short, action sequence and a death-defying stunt. Take Casino Royale as an example. The movie opens with a black and white sequence in which Bond earns his double-O status when he corners and kills a […]

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How Apple Uses Stories to Sell Phones

People have been writing about the greatness of Apple’s advertising since about 1984. These days Apple does a brilliant job of speaking to its customers in a unique and consistent voice—no matter what the product (and the voice differs depending on the product and audience). The iTunes/iPod campaign features people dancing with their iPods and […]

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