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How to Develop the Story Behind Your Brand

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Peter Dickinson


Welcome to the vision2success digital marketing workshop, how to develop the story behind your brand.

These are our three regular workshops that are designed to help you take your vision and realise it into successful business.

As I was telling Catherine, I’m especially pleased with this particular one because it is the last piece of the jigsaw between working with strategy and developing your strategy and then turning it into content that you can take to your customers.

So the overall structure of this next hour, we’ll be going over a short introduction as to who we are and what vision2success is all about. And then we’ve got the educational presentation. And there’ll be a chance to ask questions at the end. But please feel free to drop in questions into the chat.

So we’re here to develop the story behind your brand. Humans are inherently programmed to get information via stories. And Donald Miller published a book, building a story band. And this workshop basically is a distillation of that book turned into a process. And this is the book which we’re going to be working through via another reference to it.

The slide deck and recording this presentation will be available on the link on the vision2success website. So I think it’s usually Thursday afternoon or Friday morning, we’ll have a transcript up and we’ll have a presentation for you to download.

Okay, so for those who don’t know me, I’m a business and marketing coach. I’ve got qualifications MBA and chartered ICT professional founder and am managing director of KUB limited which is a coaching and digital marketing agency.

We work with clients all around the world now, based in central Manchester. Charleh, my daughter, joined the business seven years ago and together with Rachel, who’s on the call today, run the agency side of things.

We’ve got a team of eight full time and three remote freelancers in part and we also work with partners around the world. Personally, I’ve worked with over 500 companies across a wide range of sectors over the last 20 years. And so I’ve worked in most sectors most sizes of startup from startup through to about 15 million something like that.

And I’ve been working with technology since 1984. And so seeing it go from machines the size of this room this room to devices that are far far more powerful which you can fit in your pocket. Absolutely amazing.

Okay, I’ll be so running through the presentation and then if we get chance to enter the chat room in gallery view, please if you want to, please raise your hand to contribute or ask questions through chat I don’t mind it’s important that we get answers to your questions.

Okay, so why go to this trouble? It is quite a lot of trouble, we are streaming and there’s obviously expense to all that. It’s about helping you guys compete in the digital world, build on your your existing knowledge and help you solve your digital marketing problems.

And we’re currently working on some technology to go on the website that allows us to have a community of people that both have practitioners, people end users who are using it, and also suppliers so that we’ve got a real ecosystem that’s really supportive. And we’re currently working on that technology as we speak.

So what is vision2successful? We’ve got the free Wednesday workshops, 11 to 12. There’s a book drive sales with digital marketing. We’ve got online digital marketing, courses@learning.kub/uk.net. We are also very close to launching the app. It is available, if you go onto the website and click on app, you can register.

The last bit we’re working on with the app is the ability to do the financial analysis and budgets and forecasts. But hopefully that will be available relatively soon. It’s turned out quite a bit more complex than we thought. But that’s great, because it means that you’ll be able to plug in your numbers and get forecasts of the costs and what you need to spend.

We’re a consultancy, so we do provide a package, the route to market strategy implementation plan, where we basically handhold you through the whole process.

And drive sales with digital marketing, the book is available on Amazon, if you type that into Amazon, it should come up in position three or four. We’ve got three chapters on the overall process strategies. And then seven chapters on practical application is there so that if anyone’s got queries about LinkedIn, or doing mail shots and things like that, it’s all in the book, but it’s on Amazon. And you can sort of see the detail there. It’s just as an ebook at the moment.

And we do have a WhatsApp group. So if you’d like to be kept informed sooner, rather than by email, then we do have the WhatsApp group. And hopefully, by Christmas, we should have an online community within the vision2Success website.

So onto the educational presentation. Let’s take a look now at how we can use story brand and so understanding why a story behind your brand is so important.

The market out there is is getting very noisy, and we are in for some serious, turbulent times now with the pound crashing, bank raising interest rates. More people are going to be thinking right, how do I get to these customers? How do I get more customers? And so we’re gonna look at the process for learning how to build your story and prime those principles to your marketing.

So we need to do some fundamentals first. Why are stories important? Well, in the old days, that’s how people communicated, it’s how many people passed information. They told a story. They didn’t have paper, or paper was expensive. And a process of passing that information on was told through stories.

And the plot generally is laid out in a chronological order. Make it easy for the reader to follow. I’m sure we’ve all watched those films like matrix and things like that, where it takes quite a while to understand it. But when you’re marketing to your customers, you want an easy to follow way you don’t need to be clever like some of the cinematographers.

Okay, so need to think of the brain now. Because we’re going past the neocortex and going into the centre of the brain when we tell a story, or to engage with that with the emotional side of things.

So survival is a primary role of the brain. It’s constantly scanning the environment for information to solve problems, seeking inspiration, acceptance, affection, etc. So the primary bit works when it’s solving problems or trying to meet this desire, whether it’s latest perfume or the latest latest car. It’s always thinking, right? I’ve got a list of these problems and it’s scanning the environment for them. And so it’s a great stories always pursue an endeavour to achieve one or more of those traits.

So if I’m sure you’ve been in a networking meeting, and somebody will say, Oh, what are you doing, you’re telling them a story. And then you can, you know, first of all, they’re interested and interested and tune out, because they build a list of problems in their head. And what you’re talking about doesn’t match that list. And so it’s helping you to sort of make your stories help you engage better with your audience.

So hopefully, they don’t tune out to the important bits and so the best products, some of you might be old enough to remember Betamax and VHS just had a better story. Betamax was actually the better videotape technology, the VHS have the better story, Betamax had the better technology, but the clearest branding worked, the best story works.

So another thing to remember, people think people are logical when they buy things. But basically, the emotion sells. If you think about when you buy a car now. In the old days, in the 70s, and 80s, there were some real sort of bad cars out there. You had to be careful you didn’t buy.

Whereas these days, the cars for a particular sector, like the small SUV or larger SUV or sort of other kind of ranges of cars, they, you know, the pretty much the same, I mean, I know care makers wouldn’t like me to say that, but if you look at the specs, and so on.

So the only thing left is emotion. And emotion plays a huge part in any sales process. If you don’t connect with something, if you don’t like somebody, we’ve talked about in previous workshops, the like, know, trust, well, if you’re if you can’t get that trust, then you’re never going to sell anything.

So you’ve got the emotion that’s selling but then logic does rationalise, is this the right thing to do? And that’s where sometimes people get caught up with overanalyzing overthinking it. So you just gotta remember, both parts of the brain are engaged in this process.

So we come to the story brand. So one of the big things that people forget, so I was literally reviewing profile the other morning, and this person talked exclusively about themselves, not about the customer, the customer is the hero in this, you are not the hero.

And we’re going to talk about external and internal problems, and customers by internal solutions to internal problems, not to the external one. And we’ll dig deeper into that in a minute.

You are the guide, whether you’re an E commerce shop, so I was looking for a tennis racket for a wife. This was an ecommerce purchase, but I needed all the details. Because rackets are very complex in what you use them for. And my wife was an intermediate and she she just wants to have some fun. So she needed a racket would be suited for that. And I couldn’t believe that number of Rackets.

But it was using that information and the site that got the purchase was the one that gave me the best guide. So I felt confident that when I bought it, I got the racket to match what I needed.

So it’s not only as a consultant selling services where you’re a car mechanic you know, I mean, my cars need some new drive shafts, and I was chatting to the mechanic and after I sort of spoke to him, I felt confident that that would fix a particular problem I’ve got. So again, the car mechanic was the guide. I was a protagonist with the problem. And he’s now got solution, the car goes in, he fixes it, I get the success out of it.

So if you think about it, it works in every single scenario, whether you’re buying online or selling face to face.

If there’s no human involved in the sale, then you’ve got to make sure that the e commerce website works in that respect. Have they got everything they need in order to see you as the expert guide?
And then obviously, the challenge is to take action. And so that’s often asking for the sale, making sure that the button on the website is clear enough so they go, Oh, yes, that’s what I’ve got to do. customers need to be told what to do next. And you’re helping them not to have a tragic ending.

So for me not breaking down on on the motorway is what is the goal was for me, in particular, in terms of the car, so never assume people understand how your brand can change lives, you have to tell them. Okay, and we’re going to go through some techniques to help you do that.

So we’re working towards the distillation of the book; the customer is a lead character. The problem is the pain point solved by your product or service, you are the supplier, you’re the expert guide.

We’ve all talked in the past about doing search engine optimisation, writing, and lots of blogs and articles and things. And it’s also down to how you design the site. So the customer can get the information they need, putting maybe frequently asked questions in, maybe using a web chat that’s got frequently asked questions in – all the tools they need to ensure that they can go from finding that you can solve a problem to gain that confidence that you’re the expert to solve that problem.

And then having clear calls to action. Donald Miller says, you can’t have too many calls to action. And I have seen websites that have don’t have any clear calls to action, and you go well, what are you expecting the customer to do? But hopefully after this, you’ll be making reviewing your websites and checking that you’ve got plenty of calls to action.

You can there’s a phrase when you’re selling something – is always be closing. And that might be a test close, you know, sort of say, asking me well, if we did this, this, this would that be of interest to you? Just testing the waters. You’re not being pushy and not being rude. But using polite language just to find out whether this is something of interest, because sometimes you can spend and we’ve all done it in exhibitions with visitors, and I’ve had been having a nice chat and have to wake up and remind myself I’m here to do a job, you know, is this person actually going to buy?

And then we’ll look at success and failure. If you do a search on the internet, for story brand, you will come across this diagram. So I thought I would pop it in. So you’ve got the character who has a problem, meets a guide, they give them a plan, calls them to action. And then the vision is that it hopefully ends in success and avoids failure. This is broken down into a more detailed diagram. And again, you should see this again on the internet.

Probably about a year ago, or maybe a little bit more, you could actually go on to the story brand website. And it doesn’t mention it in the book actually. And you could fill in one live, I suspect it’s still there. But you do have to hunt for it. Because he’s now into selling consultancy. So you can become a certified story brand consultant. So it kind of pushes that, but somewhere on there, I think you can still get to the online system.

You can create yourself a spreadsheet. That’s what we’ve done. So rather than use a website and there are people out there who are certified to do this training. So here we capture and we’re going to break these down. We’ve captured the character in a bit more detail. We’ve talked about the problem, we’re going to introduce you to the villain, and then meeting the guide. And we’ve got to show empathy and authority.

Giving the plan, process and also agreements. So basically, how you’re going to do it, and what we’re going to do for them. And then some calls to action, we’ll talk about direct and transitional. And then list out what you’re trying to avoid, and more importantly, what you’re aiming for. And hopefully, we should see a character transformation.

So with respect to my car, it’s not getting vibrations at high speed to calm, comfortable, stress free journey, without the vibrations. So you can even see even in the most basic things, this process works.
Okay, so the step by step guide, again, lots of information on here. It’s kind of repeating, but I wanted to try and capture all the things because it was interesting, I’ve been working with a client yesterday and this morning, trying to get them to see a particular sector because we’ve done the buyer persona work.

And we’ve realised that that the buyer persona was actually different to who they think they were going to sell to. And he’s still not got in his head the character, you know, what that person’s trying to do.

So, this is looking at what, you know what it is that that person that that that buyer persona is looking for. So if we go to an example. So if we think about us selling vision2success, the hiring consultance we do, we think who is the hero to the story? Well, for us, it’s a founder, entrepreneur, or business owner, their generally running a 10 to 50 employees size business. But the key thing is they’re looking to make a difference in their market. They’re looking to change the way things are done. And they’ve got a clear sense of purpose.

So we’ve done our buyer persona, and we’ve got it really clear. So what do they want that’s, that’s applicable to us? But they want sustainable lead generation, for instance, sustainable business growth.
Because when you’re growing a business quite aggressively, you obviously you’ve got a budget, but it’s a finite budget. So they need a budget in marketing plan. They also need to be able to work out what the cost is of acquiring a customer. Because that is that’s important.

If you’ve got an established business, and it’s been running along. Because the customer require the customers is kind of wrapped up in lots of other things. But you can still pull out the marketing tools that they’re using to actually get a new customer. On an E commerce site, this is this is your make or break. You need to know that cost.

So introduced the villain. So it’s a device that storytellers use to give a complex, clear focus. It doesn’t have to be a person, but needs to have personified characteristics.

So the villain should be the root source. So we’re looking at sort of payment system for a clients system. And the villain is customers who don’t pay. Okay, so hopefully, this new system will enable them to pay by credit card and so they will get paid faster because somebody cutting the grass or somebody painting, or doing some building work or electrician, etc, doesn’t have to access credit cards.

They don’t want to carry all those little card readers, it’s just another thing to lose. Whereas if everything is on the phone, they can then take the payment via the phone. So the customers who don’t pay is our villain, the ones who don’t pay cause people who provide trades to hose consumers, it’s is a real pain.
So you’ve got to think hard when you’re thinking about what is the chief source of conflict that that your products or products or services defeat.

So in our case, Vision2success is for our clients is competitors doing a better job. So customers there, they want a lots of products or they want to grow their sales. And they’ve got a competitor or two who are actually really doing really well with their marketing. And so in order to be heard, so that they can sell their products and services and be seen in the marketplace, the competitor is this is then therefore, in the story line is the villain is the one that wants to beat.

Because if you think about if there were no competitors, there’d be no marketing noise to cut through, to compare against, and nobody to compete with. So you wouldn’t need marketing, we’ve all experienced monopolies in our lives, you know, you don’t need marketing.

So the problem, so companies tend to send sell solutions to external problems, people buy solutions to internal problems. So, I’ve been interested in watching the latest sort of car adverts, and they say nothing about, you know, the actual car itself, the features and things like that, they don’t try to sell the car, but sell the dream, you know, the guy who’s gone surfing, the, the chap with the electric Kia is, you know, dropping the wife and family off, with all that sort of lifestyle for the car, so people can then relate to that. And other people all go yes, that can, I can see that that’s going to help me live my life better.

So it’s going for the emotional thing, not saying well, this is a 1600 engine, which does mpg, etc, etc, which they’ve done long ago in the past, they now sell a dream. And you’ll see that, I mean, they’ve got very sophisticated marketing behind them. But but this is the sort of thing you need to start thinking about if you’re going to be successful in your own businesses.

So if you’re looking at selling Vision2success, then it’s about marketing. So the external problem with marketing campaigns not providing ROI is return on investment that stands for. And it’s to the map that marketing noise.

But internally, when you speak to people who use our services, it’s because they lack the knowledge or the lack the time, they don’t have anybody.

So we’re talking to one client at the moment where they were going to have a marketing apprentice. And it’s just proved too much. They’ve got no one to manage them, can’t find the right people, they don’t have the knowledge to manage them. So they’ve come back to us and said, Look, Could you could you do all the things that we were hoping the apprentice could do.

Because we’re the agency, we do this stuff day in day out, we can do it very efficiently. So that’s what level of selling, not the fact that that we can do marketing campaigns they know we can do marketing campaigns. What they’re buying off us is our ability to provide that help them with that knowledge, time and process.

And of course, deep down every business owner has that feeling of failure in the business. Because if they don’t do the sales, the business will fail. So without being fear mongers, we can also say, look, you know, we’ve done this many times before, this is what we’re going to do, this is the result we’re expecting and then give them that confidence.

So, okay, so come back to the customer is always a hero, and you are the guide. So your job is to show the customers the path and to help them reach their goals. And there’s two ways you want to do that. One is to empathy, so that you really understand the customer situation. And then the authority to say, well, we get you, we understand that, you know, it’s difficult.

I mean, developing a training course for our team and soon to be launched as well for a wider audience on how to do the strategy, how to use the brand story to convert it and then how to do the nuts and bolts – how to make it happen.

So we understand that keeping up to speed on digital marketing things is difficult. But we’re going to provide the solutions on how to do that, because we’ve got that understanding.

So who’s the guide in our story. So that’s us, in the example, we’ve worked with many companies, understand the dynamics of lots of markets. So we therefore understand the challenges that they face.
And then the authority side is with many years experience, we use proven processes. So we’re big fans of books, and many of you have been on previous ones, and see my bookshelf, it’s all about the processes that are proven and actually work for companies.

So, two steps to the plan. We’ve got the process plan. So you’ve got to clarify how you help customers to do business with you. Whether that’s an E commerce site, whether that’s selling services of any kind, or selling larger products, you know, what is? How do you help them.

And then Miller suggests breaking down to three steps. So some initial guidance. So if you’re selling services, these days, it’s a quick call over Zoom, an introduction. And then if it’s for larger projects, you’d obviously go for a meeting, face to face meeting. But a lot of time now, it’s just all done via zoom.
On your website, when we design websites, we always ask for testimonials, case studies, social proof.

You know, if you’re a trade, you might have checkatrade, and things like that, if you’re selling products, you’ve got Trustpilot. You know, when you’re going to Amazon, people will go for the products that have got the best and most reviews. I certainly do.

If it’s a generic product, it just has to do what it has to do. And that’s how I just make my decision. Look at the price, look at the reviews, how many reviews, look at how many five star reviews, look at the profile of the reviews. And then I’m good to go.

And then the green plan, you know, what is the customer level? So list what you’ll do for your customers. So for example, is Amazon, we all know the process, you add to the basket, get paid. But the agreement there the fundamental agreement is if this product doesn’t work, it’s fine to send it back.

I ordered a like a headlight had torch for a walking in the evenings. And part of it was broken. So I said to Amazon, yeah, it’s broken, they printed off a label, stuck it back in the post, and then refunded it. That’s a very clear sort of process they have. So what what agreements do you put in place to support your customers?

So the process for us is we will have an initial meeting, and then sign up to the implementation programme. We do use the app that we’re developing as part of that. And we use the app or a spreadsheet to develop a financial plan and iterate the plan so it meets their requirements. So it’s very clear process as to what we’re doing and our quotations are really clearly written out.

And it’s been tried and tested many times. And our agreement is that we will spend time understanding the client’s requirements and to capture the right info. Then, on the client side – because it can be a two way thing – they’ve got to be prepared to understand the financial model and work with us to refine it so it meets our requirements.

And you’ll have you be able to you should be able to do the same for your business. What how do you onboard your clients? And then what is the Do you agree to do for them? I made these explicit. So two calls to action. So you’ve got those people who go Yeah, I’m thinking I’m just gonna go ahead.

And then you’ve got those got it want to think about it, but more there may be reflectors that may be theorists and these learning styles and or they might they might be on the Myers Briggs might be a P perspective. So they want to think about it a bit more. So you need to routes for them.

So we’ve now just just the other day launched a PPC campaign for our route to market products for which market service consultancy. And now next to the call to action button to book the dairy because what we’re finding people book with clicking on the link to go to book, an appointment in the dairy and then getting cold feet.

So we’re getting quite a lot of conversions, but then, you know, nobody actually placing the appointment. So we now have a sort of like a button that’s not quite so prominent next to it says download our guide on best marketing strategies. Because when we looked at our pay per click campaign, and we’ve got the keywords, best marketing strategies, people were clearly clicking on that.

So we wrote a very comprehensive guide on how to develop the best marketing strategies that turns into a guide. And that’s now there to transition. So we’ve got a book a call type button. Or you can I mean, for example, on the ecommerce site, you might have a buy button, but then you’ve got links to the video on how to instal it.

So you got to think about all the things you can assist with that purchase. And remember that not everyone is going to buy directly, they’re always going to go to the your call to action. So give them other transitional things they can do to learn more about you, because they’re the type person who wants that additional information. And you’ve got to make it very easy for them. Otherwise, you just go to another website where it is easier.

So, as I said, on our route to market page, we have a sign up button using Calendly, which is basically a link to the diary. Or people can go and buy the book. But then we’ve also got, they can watch previous workshop, they can sign up to open up workshops, or they can download the guide, there’s a button right next to it. So you’ve got a direct call to action on the transition or call to action on the same page.

It’s very important in a story to show what success looks like. And that addresses that internal problem, and recent car adverts are a great example of that they say nothing about the car, they paint the picture of what the lifestyle that car will give them or, you know, envisioned to give them and they don’t tend to dwell on the negative. But sometimes you have to mention what they’re avoiding.

So, in our case, our example have an implementable plan that’s cost and agreed as meeting budget, feeling confidence, that increased sense of security that sales will start to grow, and that the future of business is secure. So we’ve addressed the external internal and philosophical and what they’re trying to avoid being stuck in a rut and don’t know how to get out of it stagnant sales or slow falling and the slow lingering demise.

So we’re gonna think about the character transformation so what was the situation that start and paint a picture of what it would look like following a product or purchase.

Now, if you go to this link, thepowerofnva.com I love this template that they’ve put together, because it really forces you to think about your story. So at company, we know that you want to be an then what that transformation is looking for.

In order to do that you need to whatever that customer is to solve the problem. Problem is what the external one which makes you feel, which is the internal one, which is the thing you’ve got to sell to, we believe in whatever. And I’m a huge fan of Simon Sinek start with why. So if you want to understand what your underlying beliefs are, watch that video and figure out your Why our why is to help companies grow. That’s why we do this stuff. And then a step by step plan, and you can stop failure instead of success. This blog was quite a good blog and that’s why I got this from which I thought was quite useful.

So ours is here I’ll let you read it on the slide deck, but basically all the bold is So that’s those If we want to help you be a successful entrepreneur, you need detailed custom marketing plan to do that.

There’s huge amount of competition around. So that’s the villain, which makes you feel vulnerable. That’s the internal problem. And then the philosophical problem. And then we believe in our purpose. The challenges forced by business experience competitive markets, that’s on the face as the empathy, and then you’ve got our action plan.

And then we’ve got process for onboarding. So that’s the call to action. And that’s transitional. And then we can do the character transformation and stop a fall in sales, to help you grow your business. So you can see, you know, it takes a bit of work, but you can weave your story into that.

Now, obviously, if you’re in a network, that’s a bit tricky face to face, you can’t remember all that for a start. If anybody attended the Wednesday morning workshops I used to run, and we used to talk about the elevator pitch, in Donald’s book, he calls it a one liner, it doesn’t matter, it’s the same thing.

Here, you’ve got a busy sort of executive they’re in the lift, this is your opportunity to make a difference. So what can you say in a short period of time, that’s going to get their attention, because they’re busy, they’re distracted. But this is your opportunity. Okay. And you’ve got about 17 words to do this in. Because they’re off again, out of politeness they’ll listen to you for 30 seconds, if you like.

So Donald suggests distilling it down to what the character is, what the problem is, what the plan is, or what success looks like. And you should be able to spin that out quite quickly.

So ours is we help growth focused entrepreneurs who need to cut through the marketing noise. So the person the problem, the solution, the vision of what success looks like.

And that’s something that you could remember. So if somebody says, What do you do, instead of saying you’re an accountant or lawyer, etc, you can say, well, we help growth focused entrepreneurs, who need to cut to the mark to noise using a proven process that helps you grow your business.

The “Oh, how do you do that?” is what you want. You’re not trying to sell anything. You just want them to be curious. Because you’re not told them the details of how, they go, how do you do that? So and then you’ve got a conversation.

So we have implementation. So this is a bit I like. So we’ve got that theory, we’ve got our story, but how do you make it work? So we’re gonna look at a couple of examples. Donald reckons you work at using everything. I agree with it. So that’s everything you write about your business.

Now, it’s interesting. I know, I’ve been around a bit. And we used to call AIDA attract interest, desire action, because it used to be the formula for writing an email for writing what we now call snail mail letter, it’s things you put in the post. And you always have an attention grabbing headline, which we used to attract.

But when I was doing the research, this can be either attention or awareness, sort of two words for the A, but it doesn’t matter basically saying you’re getting towards attention. Then you’re developing their interest desire action.

Now, until I came across Donald but there was no actual right, okay, what does that actually mean in practice? So Donald, helps us with this because we’ve now told a story, we’ve got the structure we’re telling a story.

So on our website landing page, we’ve got the attention grabbing headline and one line of statement. Because some people have shorter attention spans we put an offer in and more and more, we’re putting a video up as well, along the same storytelling line structure, and then of course our call to action.

And then as you scroll down the page, you’ve got the problem. And you agitate that problem. So you talk about the external problem. Initially, he needed a new car. But hey, you need something that will give you security in the event of an accident is easy to park because it’s got South parking, etc.

So you’re sort of pulling out the features, the benefits and how does that meet with the internal needs? You know, then there’s usually some kind of credibility statement, hey, we’ve been building these cars for years. Now, what is the offer? Well, we’ve got, it’s interesting when I was playing around with car configurations, because obviously, at some point, I’m gonna get a new car.

And it’s interesting how quickly now, they take you when you get your summary, and they take you to the finance page. Because everybody, I guess, most these days, by personal payment plans and things like that there’s a straight into the calculator. So the straight into the next day straight into that sort of, you know, that’s that call to action.

And then at the end of it, you know, what’s that future state and lots of testimonials. If your website doesn’t have testimonials on it, you need to go and get some get your web developer to put those on, they can get little carousels which just sort of flick through them. Some people use logos, you know, sort of say these are our clients. So depends on the business.

Then we’ve got the landing page video, we are doing more videos. And so you have some kind of a problem, some attention grabbing intro, that was the key issue that resonates with the viewer. So they go, oh, yeah, I can really relate to that. Because if they’ve not related to the video, they’ve not related the hero in the story, they’re going to switch off.

And then you got to build that understanding as the guide. So in the video, you’ve got to sort of agitate it and talk about the internal problems, talk about philosophical problems, and then introduce yourself saying, hey, you know, this is what we do, these are our expertise. This is what we planned, this is how you sort of plan to get you out of this. And then the call to action.

And then the end sort of showing the success that future states of where they are, so they come out of it. So they’ve been drawn into the story. Because what you want them to do is watch it right to the end. Because that’s where your call to action is. That’s where you know that future state is, and they’ve got to buy into that. So we all got to become better storytellers.

So bring it all together now. I think buy the book. It is very easy to read, took me a day, and then obviously several days to actually pull out everything you’ve seen in the slide deck, and then do the work with the clients and so on.

I do have a spreadsheet. So if you want to email growth@kub-uk.com I’ll happily send you the spreadsheet we use. It’s really basic guys, it’s I think it’s take 10 minutes to make one in a spreadsheet, but we’ve got one already that we use as part of the programme without clients.

And eventually it will be in the app, but that’s going to be post Christmas, complete the story brand for your business, complete the template that we showed you for the from the nbapower.com And then refine that into one liner, and then practice that one liner at your networking.

You know, not everybody’s a fan of networking. But if you do go to one or two networks, personally, it just gives you a chance to practice this stuff before you sort of spend money on websites and brochures and things like that. actually test it out. Have you got that one line, right? Does it grab their attention? Or do you see them glaze over and look somewhere else?

And then once you’ve tested it, test test test, then introduce into your marketing copy. So they would then like to let me know what they’re going to take away from today.

Yeah, thank you Peter. I realised that the customer is not always the hero of my marketing. Something I can look at straight away. I really get that. So yeah, very enjoyable indeed. Thank you and I’ll certainly email you. Grab your templates and get into it.

Hi, it’s Jason, I think I think it’s a good kick up the backside for me, because to put it bluntly do anything called sort of business capability modelling in terms of that sort of level of sort of strategy. You know, from from a business perspective, in sort of aligning.

I’m a Business architect and no programme. So, when you’re designing a business, you actually look at the capabilities that the business wants to acheive. And sort of just frameworks on that side of stuff.

One of the things for me particular I’d like to sort of get your opinion on is, I’m looking at setting up my own business. Okay, I’m Brian, I’m brand new from, you know, from that particular perspective. And I like what you’re saying about testimonials. The point is, I’ve got 18 testimonials, what I was, from people I’ve worked with, in the past, senior people on LinkedIn, however, I actually don’t have my own business. So therefore, how would you actually get testimonials? Or, because that seems to be quite an important sort of a starting point.

Okay, so testimonials on LinkedIn, it’s on your personal one, personal to you? Well, I presume you’ll be part of the delivery mechanism within your own company, you’re not going to go hire a bunch of a bunch of money and have people I don’t have it. Those testimonials are yours, they’re about you.

So there’s no problem, saying, you know, I mean, some of them will say, Jason did this for me, we can put that on the website, that’s absolutely fine. Because they are testimonials about the work you’ve done may not have submitted that set for this company. But it’s starting a business, it’s all about you.

So just just picking upon the capabilities thing. So what we do is in the spreadsheets, which we use at the moment, and the app, which is in development, we think of the capabilities as the resources, the marketing resources. So your website, your, your email, your social media, PPC, all those are different capabilities within the business, and you then assign costs to those. So we do do the modelling, if you like in the market, and yeah. And the app should be available on kind of what people that’s couple of weeks.

What I’m looking at is what I’m doing is slightly different to that. But in terms of the capabilities, so I look at it in terms of what capabilities do you need? And what are the what are the gaps? Okay, I then look at it through different frameworks, such as polism, okay, it’s called, which, which actually looks at, for instance, the way you change organisations, patient information systems, suppliers, management and all that good stuff. So looks at it from lots of different angles, to actually then be able to put your plans together of what you’re trying to do. So it’s looking at for more the sort of business level, that side as opposed to just the pure marketing?

Yeah. So we just do it on the pure marketing front. Imagine the the models that you’re talking about a way more complex, but this is just purely for the marketing, because people don’t do that on the marketing. They’ll go and build a website on a bit of social media. And we go, well, where’s it? Where’s it joined up?

So we’re working with a client at the moment that they’re not got a huge amount of money? So we want to really make sure what we’re going to do with them super focused. And, you know, we’re looking at the gaps that are really important gaps, because there are lots of gaps, but we’re going through, right, these are important gaps. And these are how we’re going to fill them. And that’s where our model comes in, that allows you to do a costed budgeting plan.

Yeah. I mean, I actually look at the capabilities in slightly different ways. So in similar to what you’re saying, which ones are standard, which ones are going to give you a competitive advantage, which ones are going to be divergent? So we sort of classify it. That sort of approach.

Yeah, sounds great. I love that sort of modelling. But we’ve kind of done it on the marketing.

Ok, great. Thanks to everyone for attending the workshop today.

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