Marketing
“Good marketing tells the story, great marketing is the story.” - Bernadette Jiwa
Here are some articles that will help you with effective story-driven marketing, to attract clients to your business.
Any business owner can build a deeper world. But those who tend to excel have a similar ‘mission driven’ mindset
Clarifying your biz-ness ‘persona’ lululemon style
Most coaches know what a ‘niche sheet’ is, and they know how to roughly outline who their dream client is. But what happens when you go much deeper? See how lululemon used this to become one of the most profitable retail chains on the planet.
‘Believability’ and finding the tone of your marketing
‘Believability’ isn’t just someone believing you can help them. It’s also how receptive they are to your message, whether that’s video, written or otherwise.
Finding your ‘six pack abs’ story
The ‘six pack abs’ story comes from Men’s Health magazine. Basically in seven out of ten issues of Men’s Health, there’s a feature article that’s on the cover about getting abs. You want to find your own of
Marketing ‘continuum’ for service businesses
Five stages of marketing for service business owners
Three ways to build more trust and engagement in your business messaging
How you talk about what you do, matters. Here we look at three ways to build more trust and engagment
How to create a writing practice as a service business
Writing can be a great skill for service businesses. And, it does take practice to build the skill and output. Here we cover three things to think about to get you rolling.
What is your website actually for?
Story driven websites and the trust economy: “What comes next?”
Finding more engaging stories for content and delivery
Our job as service businesses is not just to provide information or a service. In many cases, it’s to bring enough entertainment so that the information is digestable. A lot of times, storytelling is part of our work.
Attracting clients in the trust economy
In this article I talk about the technology shift, the age of the ‘scams’, and how it’s impacting the trust economy. We also cover a few key skills to keep in mind.
Three types of story driven content
Want to stand out amongst the noise of ‘claims based marketing’? Check out these three types of story driven content to cut through and share your biz-ness story
Finding the right topics for your first five website articles
Articles are one of the best ways to position as an expert guide and service provider. But writing a good article ain’t always easy. Often, we feel too close to the subject. In this article, we break down how to find the right topics.
Switching to a story-driven biz-ness (global gym case study)
Is it possible to ‘clarify’ your business story or narrative even after you’ve been going for a while?
It’s possible, and may even be essential. Here we break down how Anytime Fitness became ‘story-driven’ after 14 years & 500k customers
Business-story ‘catalyst’ - engaging your audience without the hype
Why do some businesses naturally ‘draw in’ customers, without hypey marketing tactics?
Usually, it’s because they have a compelling business story. And strong stories - including business stories, start with a catalyst or change.
The Sézane masterclass in worldbuilding and story-driven marketing
What does it mean to create a story-driven business? It means we understand the underlying journey and emotion that is tied to the change we want to make. It means we slow down from chasing tactics, to find a North Star, that can guide the business growth.
‘Eazy-Email’ Three story-driven ideas for email marketing and articles
Claims based marketing is out. Story-driven marketing is in. Act accordingly.
In this article, we look at three types of emails you can do that help to build a story-driven business (rather than a tactical marketing approach)
This may be the best story-driven marketing I’ve ever seen
Its RA MA Institute, founded by the late, great Guru Jagat. RA MA is a global yoga studio that offers Kundalini Yoga, training, retreats and more. I recently used this as a live example in a business story strategy workshop.
Here I break down why it’s so good, in five steps.
How to use short online articles to build authority & reach
Most people think it’s a ‘video’ world today. And yet, we’ve been doing short, online articles, books, and other simple written content successfully for years. (In fact, it’s more effective now than it was before.)
Get the ‘juice’ on how to create authority and reach in your service niche with articles.
Making your business ‘world’ more addictive
Build your unique business ‘world’ that dream clients seek out, and don’t want to leave, through creating more sticky, immersive experiences.
Worldbuilding vs. typical marketing tactics - building a business they seek out
The game has changed. A lot of the tactical marketing is no longer working, as consumers and customers want to follow along with your world, and build much deeper levels of trust.
Help people engage with your business and your people, by building a world they seek out.
Choosing your ‘type’ of marketing
Some people say do educational content. Some people say do inspiration. Or do funny videos. Truth is, not of that is gospel.
You get to choose what’s right for you, and once you’re clear on this, life gets much easier.
Go from ‘lost in the weeds’ to ‘the business that leads’ - Seven ways to tell your business story at a deeper level
In this article you’ll learn seven ways to tell your big picture story of your business, so you can build deep resonance with your audience and customers
Build your marketing rhythm to become well known, with less stress and zero ‘start stop’ chaos
A rhythm is an essential part of any system in nature. So as you start to build out your marketing, forget about the short term outcomes, and instead, focus on a repeatable ‘rhythm’ that almost feels too easy
How to write mouth-watering articles to create a website they don’t want to leave, and turn readers into raving fans (and even clients!)
Writing articles can be a great way to build a more valuable, stickier website.
This will show you how to choose topics, bring in the power of entertainment, and use articles as a ‘bridge’ to take your audience or clients deeper.
11 questions to ‘outline’ your business world
A lot of service providers see their business in 2D, as transactional places to make sales.
But if you want customers to stick around, come back, or refer others, you want to build out a sticky business ‘world’. In this article we give you guidelines on how to do that.
13 reasons to create ‘long form’ content for your business world
Short form content can be great to create awareness, and help people find you.
But long form content is another thing altogether. In this article we go through 13 ways that long form content specifically, can help you create a supreme marketing front that helps you grow your biz.
How ‘zero value’ content can help you grow your business
In the marketing space, everyone tells you to ‘GiVe MoRe VaLuE’.
But what does that mean?
More: It turns out, doing the opposite can often help you even more.