The hierarchization of content by Google as a key element when ranking a site with a high value, makes that it is studied in depth to get users to approach him, feel interested in it.
The primary result of this, is to achieve through a seductive and attractive language, strictly technical content, and consequently boring, presented in such a way to the reader, that it is engaging, using for this tools whose efectiividad has been proven.
All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works–and Why Authenticity Is the Best Marketing of All
- All Marketers Are Liars The Underground Classic That Explains How Marketing Really Works And Why Authenticity Is the Best Marketing of All
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- All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works–and Why Authenticity Is the Best Marketing of All
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The best marketing story 2021
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Within these tools are the so-called “marketing-storys”, which can be translated as marketing stories and basically consists of putting together a story in the best style of a saga and enter in the script of the same specific elements that the company He wants to sell.
In other words. Instead of building a “closed” content, fully integrated by technical explanations and differential advantages of a product or service for the user, open it to “hook” the reader with a story, which presents a hero that solves a series of difficulties (problems that the product or service solves) and has to coexist with a series of external threats in order to survive and reach the objectives that have been set.
For the construction of these marketing stories; that can be considered platforms on which the products or services that are intended to sell travel, are therefore indispensable to participate, at least 5 elements as part of this story:
To start we need a hero . All the stories have someone as a central character (the same can be chosen within a wide range of options, even it can be a professional monster or a talking toy).
At this point, one big mistake that many companies make is to think that the hero of their story is their business. This is an advertising mechanism that appeals to generate an insecurity in the consumer if he does not use the product. It is of the “buy our toothpaste or you will die alone and without friends” type, resulting in a selfish marketing message that is easily ignored.
To tell a good and compelling story, the client must be the hero of it .
In the script of the story, the hero is defined as someone common who transforms during the development of the same and becomes someone exceptional.
To achieve this, within the elements that are needed, there is an objective.
The objective is no more or less the solution offered by the company to customers. That is, how the product or service produces a transformation in it. To merge this into the marketing history, we must position ourselves in a current situation of the client-hero and where he wants to go (objective).
What is the transformation we are looking for? and that is the script of the story. It is a transformation in health, an economic transformation, a transformation in the career. We must also draw a future considering what will physically look like when the transformation takes place? What will you be able to do once the transformation that you can not do now takes place? What will he have? What will you believe? What new connections or relationships will you get?
Until we have clear and understood the goal of the client-hero, there is no marketing history, therefore this element is essential.
Imagine that we have overcome this challenge and we have the goal, now to develop an attractive story, we have to have an obstacle. This is the element that the client-hero will have to overcome to achieve the objective.
Is it necessary to put obstacles in the story? Of course, it is fundamental because if the transformation is easy, your client would not need your business.
The obstacles are what make the stories interesting. The gap between where your hero is today and where he wants to go is the convincing essence of his story.
There are often external obstacles to the eventual victory of your client, but the most interesting ones are almost always the internal ones. The emotional and psychological blocks the roads. It is internal limitations and obstacles that must be overcome to achieve the precious goal.
Now, if the client is the hero, where does your business enter the story?
This answer we are sure you answer it without error. Your business is the wise mentor who can provide information and tools to the hero of the story so that he can achieve his essential goal. The fourth element is the mentor.
The marketing message is to guide, train, help and act as the client’s mentor. That the same one obtain results by its own effort, that the hero overcomes the obstacles with the help of the mentor (his company).
Your business does not deliver the message to solve all your problems for the client. That is to infantilize your client, which is ultimately unsatisfactory everywhere. (Having lots of neurotic whiners for clients is just not as fun.)
The fifth element that integrates a marketing story should be the moral of it. It is always advisable to write explicitly the moral of the story. Use stories to show people, as well as their client-hero how to overcome obstacles and achieve their goals.
The most subtle and sophisticated stories allow the audience to understand the moral of the story and usually the clients get the same, but in any case there is no need to fear the action of explaining it in detail. Being clear and direct is very important.