“The only way that companies will be able to succeed in their marketing and sales efforts is to adopt a radical strategy that has rarely been used before: telling the truth.” – Robert McKee
Hi all –
When we started Drift, we thought about how we wanted to create a category and how we wanted to talk about conversational marketing.
We didn’t want to talk about software, websites, or widgets. We wanted to tell a story. That’s why we used the analogy of an empty store. We talked about people spending all of this money on advertising trying to get people into the store, and then when the customer gets there and wants to buy something, there’s no one there who will talk to them.
It made sense because we weren’t just talking about all of our great features. We were telling a story in a way that showcased the experience and outcome we knew our customers were looking for.
I’ve been reading a lot about storytelling again, because as the world shifts, so does the way we need to talk about what outcome and experience we offer.
Right now, the only things people are going to buy fall into two camps: things that save you money and things that generate revenue.
So, your story needs to showcase the value people get out of your product or service. That is how you’ll win.
Here are a few things I’ve learned about crafting a story:
P.S. This is the book I’m reading right now. Robert McKee is the king of storytelling.
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