A Fresh Look at Using Story for Branding: A Review of Chase Reeves’ Podcast On Fizzle.co By Harper Roark
The concept of using story for brand building is certainly not a new one, but once in awhile I come across a marketing professional who can really bring the concept to life in a new way. Enter Chase Reeves, co-founder of Fizzle.co, who has spent considerable time creating what he calls “mash-ups” of his reading about story and his work creating stories for clients and for Fizzle.co. In a recent Fizzle Show podcast, he describes his strategies for better using story for marketing. While I will go over a few of his points here, giving his actual podcast a listen would be well worth your time.
1. Providing facts instead of a “vision.” When you’re negotiating, or trying to make a sale, facts will only take you so far. “We have a money back offer! We offer 24/7 support!” These are just facts and they’ll limit your potential. Give the other side the real information, give them what their life could look like with your product or service.
2. Not having a decent defense for your cost or fees. If you’re providing something valuable you’d better have a good reason as to why you’re charging a certain amount. You’re worth it, convince the other guy, and tie it to your vision.
3. Every moment is a moment wasted. Any time that you spend with any potential clients could be time spend negotiating to some extent. This doesn’t mean that you should hard sell your t-shirt business to your father-in-law during Sunday brunch but you could sell him a vision during brunch. After-all, that waitress wouldn’t be calling him “Grandpa” if he was wearing a more modern, outfit, similar to what your brand offers.
4. Waiting. If you’re waiting for good things to happen to your business, you’ll be waiting a long time. Take initiative, get in there, and drive your team.
5. Taking employees for granted. A company is only as good as their employees. If you value your employees, show them, and listen to their suggestions. You’d be surprised by how many employees of today are multi-million entrepreneurs tomorrow.
6. Don’t put all of your ducks in one basket. Or eggs. How does that go again? The point is this: Don’t put all of your marketing efforts into FB and Twitter. Many entrepreneurs put all of their hope in social media stuff, they SPAM the world with their stuff, and they are disappointed with the poor results. The best way to run a business account is the same way you’d run a personal account. You wouldn’t SPAM your friends so don’t SPAM potential clients. Make friends, care what others are saying and doing, and post things of value without trying to push your products constantly. Bam! Winning.
If you have a business and you’re not selling online right now you’re losing money. The opportunities to sell yourself and your products and services online are endless, and if you learn the basics it doesn’t have to be all that difficult either. There are a number of things you can do to market your product, drive traffic to your site and increase your sales. Once you’ve got all these people cruising to your site looking for products how do you ensure that some of them make a purchase?
1. Make things easy for your customers by focusing on one (or a few) products. The more products or services you offer, the more you’ll confuse customers and scare them away. Take one product/service and go into detail about it. A lot of text about one product is much more likely to generate income than a little text about twenty products. Just like your great aunt berthas orange lipstick, less is more!
2. Make lifelong connections with Opt-In offers! It’s an awesome way to get your customer’s email addresses so you can stay in contact with them. This is vital to longterm success. “Sign Up For Our Newsletter And Get Savings In Your Inbox!” is a great way to continually remind your clients why your company is awesome and why their friends should be a part of your community too. Your Opt-In offer should be easy to see, and posted to every page of your website. Experiment with different placements just in case.
Who doesn’t love a good success story? We’ve decided to post an EPIC success story every week, highlighting the trials, tribulations, and eCommerce success’ achieved by hard-working individuals like yourselves. This week we’ll share the start-up story from Kustom Koozies, an eCommerce Biz that makes insulated beverage coolers with super cool screen-printed designs. They started out small and now take care of about 6,000 weddings every year among other things. They’re kind of awesome.
The nature of the internet has created new challenges for business owners. One of the most difficult challenges has been overcoming the distance and anonymity that make the internet both convenient yet questionable and seemingly unsafe. While shoppers are able to order a wedding dress from their cell phones while running to a meeting, that very convenience also takes away their ability to verify the people whom they’re conducting business and socializing with online. Oftentimes, a shopper’s suspicion gets the best of them. This lack of trust required business owners to come up with a way to build trust between themselves and potential clients without having a physical encounter with them. This is how the trust seal was born. It’s a way for business owners to verify their businesses to the world, put shopper anxiety to rest, and have a fighting chance in a platform where news about security breaches, hackers and fake sites are a daily occurrence.
Increasing traffic to your blog. This is crucial to the promotion of the product or business you are representing (The growth of Ecommerce is almost 20% of all business per year or more than $1 trillion dollars!) It is also vital to the enhancing of your own personal web presence. How? Engage your audience with the kind of style, content, attitude and approach, that will motivate them to share your posts.
Here are eleven guaranteed ways to maintain your audience, increase your blog traffic, and create a more positive web presence:
The massive Target breach that took place over the holiday shopping season was apparently way bigger than the corporation thought. The U.S. company issued a statement on Friday that they have found that hackers also stole the personal information of at least 70 million customers including names, mailing addresses, telephone numbers and email addresses. Previously they believed that hackers stole data from 40 million credit and debit cards. The two sets of numbers are likely to overlap somewhat but experts are not sure yet according to Target spokeswoman. Some customers had their information stolen from a database and had not shopped in the Target stores during the breach from November 27th to December 15th.
Still not familiar with Google’s HTML5 based tool? Well, you should be. The new tool to build HTML5 capable sites and ads that excel at instead of falling flat when it comes to cross-screen experiences in web browsing. HTML5 is the new tool, out last fall, that is becoming the new standard for building web content. It’s replacing Flash and other old-school tools. The best part? HTML5 is easy! Well, as easy as programming can be I guess. It’s accessible and can make engaging content a breeze. For More on HTML5 check out this article.
Bringing Enterprise-level Tools to All eCommerce Retailers
Personalized product recommendations company 4-Tell has announced today that they will be partnering with website security and verification company, Trust Guard.
4-Tell says it plans to use the partnership to increase conversion for their clients, eCommerce retailers of all sizes. 4-Tell provides 1-to-1 personalization through product recommendations across all channels, including on eCommerce sites and in email. By bubbling up content of interest to shoppers, they boost revenue by 15% or greater on average.
Trust Guard boosts revenue by strengthening customer-client relationships with third-party-verification and website security products. Recent case studies report that Trust Guard’s presence on an eCommerce website boosts sales conversion significantly.
Co-Founder and CEO, Ken Levy is enthusiastic about the partnership, saying, “We’re thrilled to be partnering with Trust Guard because the union is projected to increase revenue for retailers. Boosting conversion is our #1 priority and dovetails in with Trust Guard’s objectives as well. We’re both fast, user-friendly and cost-effective. This partnership delivers more value for all of our customers.”
The partnership will provide 4-Tell and Trust Guard’s customers with the opportunity to utilize the tools of both companies for a heavily discounted price of 50% off the first month for 4-Tell’s Boost° Recommendations to all Trust Guard and Shopper Approved Merchants and Free PCI, and up to 70% off Trust Guard’s Certification Seal to 4-Tell’s customers.
“We are very excited about our partnership with 4-Tell as they share our passion for making the most of hard earned traffic.” Says, CMO, Cresta Pillsbury, Trust Guard. We are confident that this partnership will be an excellent fit, adding a great deal of value to all parties involved”.
About Trust Guard:
Trust Guard is a Website Security company with over 15 years of online sales and marketing experience. Trust Guard offers PCI Compliant Security Scanning that checks for over 45,400 vulnerabilities hackers might use to compromise websites. In addition to Website Security, Trust Guard also specializes in Privacy, and Business Verification Seals that build customer trust and loyalty, increase online sales, and improve website credibility.
When online consumers see a Trust Guard Seal, they know that the website has been scanned and verified by a reliable, trustworthy third-party. Our seals come with a certificate that is displayed when consumers click on the seal, instantly verifying the website’s credentials without leaving the site, giving them the confidence and the peace of mind to complete their purchase.
4-Tell increases sales by 15% or greater with 1-to-1 personalization through product recommendations which bubble up items your shoppers are likely to purchase. With self-optimizing algorithms and a retailer-controlled dashboard, Boost® Recommendations become increasingly personalized with each click a shopper makes. Their Boost® Recommendations Engine provides automated personalized recommendations that work seamlessly across all channels – web, email, mobile, CRM and in-store. More than 150 merchants use 4-Tell’s Boost® products, including Columbia Sportswear, Lukie Games, Ace Tool and exOfficio.