Thursday, November 4, 2010

To Make Your Small Business Memorable: Tell a Story

The one overriding goal of your small business’s marketing efforts, especially during a start-up phase, is to be noticed, is to be memorable in the eyes of customers or potential customers. You achieve being memorable by finding something your customers or potential customers can identify with, an image that you can own. Then you deliver that image --- your marketing message --- in a unique and memorable way, that is, in a way that is different from your competitors.

One way you can present your marketing message in a unique way is to tell a story. Nobody has been better over the years at using brief 30 second or one minute vignettes to tell an emotionally compelling story in their TV ads than Hallmark Cards. Would the nature of your business lend itself to using some kind of a mini-drama, especially if none of your competitors are using this technique?