Smart Business Magazine, Oct 2012

6 Smart Business Florida October 2012 THE MOST EFFECTIVE STORYLINES FOR MARKETING How you spread your message is just as important as the message itself Lois Kelly is the author of Beyond Buzz The Next Generation of Word of Mouth Marketing She offered her ideas about the top types of stories people like to talk about If youre pitching your company to investors customers partners journalists vendors or employees and you dont use at least one of these storylines you probably have a problem And most likely youre too close to what youre doing so you think that youre uniquely patent pending curve jumping and revolutionary 1 Aspirations and beliefs More than any other topic people like to hear about aspirations and beliefs This may be why religion is the most popular word of mouth topic ever Aspirations are helpful because they help us connect emotionally to the speaker the company and the issues They help us see into a person or companys soul 2 David vs Goliath In the story of David and Goliath the young Hebrew David took on the Philistine giant Goliath and beat him It is the way Southwest Airlines conquered the big carriers the way the once unknown Japanese car manufacturers took on Detroit and the way social media is taking on the media giants Sharing stories about how a small organization is taking on a big company is great business sport Rooting for the underdog grabs our emotions creates meaning and invokes passion We like to listen to the little guy talk about how hes going to win and why the world or the industry will be a better place for it 3 Avalanche about to roll The mountain is rumbling the sun is getting stronger but the rocks and snow have yet to fall You want to tune in and listen to the avalanche about to roll topic because you know that theres a chance that you will be killed if caught unaware This theme taps into our desire to get the inside story before its widely known Its not only interesting to hear someone speak about these ideas but they also have the ingredients for optimal viral and pass along effect 4 Contrarian counterintuitive challenging assumptions These three themes are like first cousins similar in many ways but slightly different Contrarian perspectives defy conventional wisdom they are positions that often are not in line with or may even be directly opposite to the wisdom of the crowd The boldness of contrarian views grabs attention The more original and less arrogant they are the more useful they will be in provoking meaningful conversations Counterintuitive ideas fight with what our intuition as opposed to a majority of the public says is true When you introduce counterintuitive ideas it takes people a minute to reconcile the objective truth with their gut assumption about the topic Framing views counter to how we intuitively think about topics going against natural gut instincts pauses and then resets how we think and talk about concepts Challenging widely held assumptions means that when everyone else says the reason for an event is X you show that its actually Y Challenging assumptions is good for debate and discussion and especially important in protecting corporate reputation 5 Anxieties Anxiety is a cousin of the avalanche about to roll but it is more about uncertainty than an emerging disruptive trend Examples of anxiety themes abound 1 Financial services companies urging baby boomers to hurry up and invest more for retirement Youre 55 Will you have your needed 32 million to retire comfortably 2 Tutoring companies that plant seeds of doubt about whether our kids will score well enough on the SATs to get into a good college Although anxiety themes grab attention go easy People are becoming skeptical and rightly so Too many politicians and companies have bombarded us with FUD fear uncertainty and doubt with no facts to back up their point 6 Personalities and personal stories Theres nothing more interesting than a personal story with some life lessons to help us understand what makes executives tick and what they value the most The points of these personal stories are remembered retold and instilled into organizational culture 7 How to stories and advice Theoretical and thought provoking ideas are nice but people love pragmatic how to advice how to solve problems find next practices and overcome common obstacles To be interesting how to themes need to be fresh and original providing a new twist to what people already know or tackle thorny issues like how to get IT and marketing organizations to work together despite deep culture clashes between the two Heres a good exercise for your team Have them read this column and then answer the question What storyline does our marketing currently use Then if youre brave enough ask the question What storyline should our marketing use On Point Guy Kawasaki GUY KAWASAKI is the co founder of Alltop com an online magazine rack of popular topics on the Web and a founding partner at Garage Technology Ventures Previously he was the chief evangelist of Apple Kawasaki is the author of 10 books including Enchantment Reality Check and The Art of the Start He appears courtesy of a partnership with HVACR Business www hvacrbusiness com where this column was originally published Reach Kawasaki through www guykawasaki com or at kawasaki@ garage com Click or scan to read more columns by Guy Kawasaki