Story Marketing 101 - Connect & Convert with Authentic Story

1. Intro: Hey, there, have you ever asked yourself why only a few brand achieve a markable success and secure top market position, while so many other fight to survive and eventually disappear. Well, as you know, in today's crowded market, it's stuff to get noticed. Old marketing methods, they fall flat, they don't work as they used to. Because of it, businesses are struggling to connect with their audience. You need a message and a way to resonate with your audience to stand out from the competition. This is what this class is all about. This class is for you if you are a aspiring marketer, re, a small business owner, or professional marketer, who wants their audience attention and to connect with them. So that they listen to you, understand you, remember you, and eventually buy from you and become the fan of you and your product. Story marketing is a series of multiple classes that are designed to solve common pain point face by marketers and business owners. This is the first class you are watching right now. You can also find second class on my profile with the name brand storytelling with Chat GBD. Let's just limit this intro about this class, what this classes offer. This class will show you how to transform your marketing efforts with the help of authentic story telling. You will discover techniques that not only grab your audience attention, but also create a lasting connection with them. In story marketing 10, one, you will learn what are the elements of a good story. Understand what's make a effective story, including trust, authenticity, subtity, speed, targeting, and delivering on promises. Learn to wave these elements into your marketing message. How to build trust and authenticity, gain insight into trust based marketing and how to align your story with your company message and values. Create message that your audience will believe and embrace. How to engage your audience quickly. Discover techniques to capture your audience attention immediately. Ensuring your message is understood without over explanation. Speak to your dal customer. Learn to identify and define your Niche market, create detailed customer persona to tailor your marketing efforts effectively. Create a remarkable product, Understand the importance of having a remarkable product that stand out. Learn how passion can drive the creation of a product that resonate with customers. Encourage word of mouth marketing. Master strategies to foster mouth of marketing, making your product something customers want to share with other. In this class, you will not only learn my tested and true methods, but also gain insight from various marketing authorities, like Seth Godin Donald Miller and many more others. I have sourced the best practices from leading authors to maximize the effectiveness of this class. This class is your pathway to become master of storytelling in marketing world, whether you are launching a new product or revamping your brand or just looking to improve your marketing skills. This class offer actainable insights and practical exercise to help you succeed. Don't miss out the opportunity to transform your marketing approach and achieve tangible results. Don't wait any longer. Just jump to the next video and let's get started. 2. New Marketing 101: Awesome. You are here. Welcome to story Marketing 101. I'm super excited to start this journey with you. First, we will explore some marketing fundamentals. We will also compare old marketing techniques with new ones and determine what works and what doesn't work anymore. After that, we will begin to uncover methods that work for you and can be impactful for your businesses. Ensure this class is impactful for you, I have looked at a bunch of marketing books to get some insight for this class. One of the one I found super helpful is Seth Gardens. All marketers are liars and the work of other famous marketing experts, combined with my research, real world case studies and practical examples. We will explore these ideas and apply them in practical way to our marketing strategy. So now let's know a few things about Seth approach to marketing. In all marketers are liars, Seth Godin argue that effective marketing is synonymous with compelling story telling. The narrative view wave around a product is often more important than the product itself. A well crafted story that aligns with a customer's world view can help your message rise above the noise of an over saturated market. Godin says that if you have an idea to share, you are naturally a marketer. This broad interpretation means his principles are applicable across various aspects of life or even running for political office. His insights are designed to help you craft a captivating story. Seth Godin is an influential writer, entrepreneur, public speaker, and blogger. He has author 19 book primarily centered on modern marketing strategies. In his previous book, purple cow, he emphasized the necessity of discovering and marketing a unique product, what he refers to as a purple cow. However, in all marketers are liar, Godin shifted his focus to demonstrate how a remarkable narrative can rise even an average product. To bring Godin's principle to life, consider the story of Apple Inc. When Apple launched the iPod, it wasn't merely a new Amphitry player. It was marketed as a revolution in how people experience music. The story Apple told was about freedom, convenience, and an entire library of music in your pocket. This narrative resonated deeply with consumers and helped Apple stand out in a market already filled with Amphitry players. Understanding world views is important because it allows marketers to connect on a deeper, more personal level. A world view is a language which used to speak to address things of life, like, right and wrong, pain and relief. You will learn more about this in the principle number one. But for now, just remember, a world view encompass the belief, values, and experience that shape how a person interprets the world. When a story resonates with these elements, it feels authentic and relevant to the audience. For example, the outdoor clothing company, Patagonia, tell a story about environmental stewardship and adventures. Their customers who value sustainability and outdoor activities see their values reflected in Patagonia's brand narrative. This alignment build a strong loyal customer base. During your story telling, one major obstacle that arise is skepticism. Consumers today are more logical of marketing messages than ever before. To overcome this, marketers must build trust through consistency and authenticity. For example, Tom Shoes tell a story of social responsibility by denoting a pair of shoes for every pair sold. This narrative of giving back resonate with consumers and build trust. Another challenge is standing out, being different and better at the same time from competition in a crowded market. This requires creativity and deep understanding of your audience desires and pain point. You can maintain consumer's interest and loyalty by continuously refining your story to keep it fresh and relevant. The heart of effective marketing lies in storytelling. By understanding consumers world view means the language they speak to define things. You can maintain authenticity and creatively overcome challenges. By then you can craft compelling narratives that resonate deeply with your audience that lead to greater engagement and success. Well, that's all I wanted to say for this video. Let's jump to the next one. 3. These Old Advertising Method Don't Work Anymore: Hey, there, I want to ask you, when you hear the word advertising, what's come to your mind, catch a ingles, milk cartoon ads, or TV informal, which evokes memories of old marketing techniques. These methods thrived during television's cold age when few channels existed and advertising targeted the mass by addressing universal needs. However, these old advertising methods are now outdated, and I'm going to give you several reasons for this shift. First reason of course is the Internet. The Internet has transformment marketing by providing a lot of opportunities to sell products. With the increase in media options and conceptions, marketers can now tell complex small stories through various platforms, such as YouTube ads, influential sponsorships, e mail marketing, social media campaign, and brand partnership. This digital landscape allows for more targeted and engaging narratives that resonate with specific audience. Second, doing marketing only to people's needs is effective only in the part of world where development is still going. Because in most part of the developed world, basic needs are more easily met and the marketplace is saturated with options. This abundance means that simply fulfilling a need is inefficient to differentiate a product. Third, having a high quality product is no longer guarantee of success. The market is filled with good products and being the cheapest or fastest doesn't necessarily secure a competitive edge. Other marketers such as Donald Miller in building a brand story suggest that appealing to survival related needs like surviving customers' money, time resource can still be effective. This approach emphasizes creating a clear and compelling message about how a product can improve the customer's life. Old marketing strategies aim to convert as many potential customers means leads as possible into actual customers. This approach feel like spreading a wide net to catch as many fishs as possible. This is a less targeted method compared to today's practice. It primarily rely on push marketing which was found to capture consumers' attention by surprising them, bombarding adds on them or pushing product in front of them to spark interest no matter what and how they fail about it. This contrast with pull marketing, which is associated with new marketing and involves attracting customers through engaging content and value driven interaction. However, old marketing techniques are still there. One marketing experts found that traditional methods like promotional gifts, coupons, and slogans still hold effectiveness. The key is to tailor the use of both old advertising techniques and push pull marketing strategies to fit the specific product and campaign. To imagine a example, consider Coca cola enduring success with its classic ads. Despite evolving marketing trends, Coca cola continue to use timeless elements like catch jingles and memorable slogans, like taste the feeling, which resonate emotionally with audience and reiner brand loyalty. This demonstrate that while marketing strategies have evolved, some traditional elements still hold power. Another example is the resurgence of vinyl records. Despite the dominance of digital music, Vine has made a comeback, partially due to the nostalgic appeal and the unique story it tells about music experience. Marketers leverage this by creating stories around the tangible and authentic experience of listening to vinyls that attract both new listeners and nostalgic audio fills. Today, marketers must navigate a more complex landscape where consumers skeptism is high and competition is at a sky level. Building trust through authenticity and consistency is important. For instance, brands like Patagonia and Toms have successfully integrated their social environmental mission into their narratives, which create a strong emotional connection with their customers. Standing out in a crowded market also requires a deep understanding of the audience desires and pain point. Continuous engagement and innovation in storytelling can help you maintain consumer's interest and loyalty. For example, Nike's just do it. Campaign has evolved over the years to address current social issues and trends, which keeps the brand relevant and influential. Now to summarize this video, I would only say that the fundamental of marketing have shifted from broad need based appeal to more targeted story driven approach. By blending traditional techniques with modern strategies and focusing on authentic compelling narratives, marketers can effectively engage today's consumers. Well, that's all I wanted to say for this video, let's jump to the next one. 4. Here is New Marketing Method: Okay, so old advertising techniques have lost their effectiveness in attracting new consumers. Not only that, but the previous focus on reducing production cost also no longer significantly impact the bottom line. Because of outsourcing and advancement in manufacturing, now producing goods has become relatively easy and inexpensive. And with that, these a critical. What do they mean for marketers? New marketing shift, the focus toward the consumer's perspective. According to Seth Godin, modern marketers must adapt to the ever evolving marketplace and shifting consumers demand. And he emphasized that marketers are no longer in control. Consumers are. Therefore, your marketing message should be carefully crafted to resonate with customers interest and emotions, and storytelling is the most effective way to achieve this goal. Could in consumers centric view of marketing quickly gained at traction within the industry, reflecting the shift, the American marketing Association updated its definition of marketing in 2008. The new definition describes marketing as an educational process that benefit marketers, consumers, and society. This represents a significant departure from the AAM previous definition, which framed marketing primarily as a function that delivers value to consumers for the benefit of companies. Consider the transformation in the automotive industry. Tesla, for example, doesn't just sell cars. It tells a story about innovation, sustainability, and a future less dependent on fossil fuels. Narrative resonate deeply with consumers who are environmentally conscious and tax savy. By focusing on these values, Tesla has built a loyal customers base that sees its products as more than just vehicle, but as a part of a broader mission. Another example is AirBNB, instead of just offering place to stay, AirBNB tell a story of belonging and experiencing the world like a local. Marketing campaigns emphasize personal stories of travellers and hosts, creating a sense of community and unique travel experiences. This approach has differentiated AirBNB in the crowded hospitality market, which attracts customers looking for more than just accommodation. In today's marketplace, understanding and adapting to consumers demand is important. For instance, the rise of health conscious consumers has led to the success of brand like whole food and palaton. Whole food marketing itself as more than just a grocery store is a destination for high quality organic products that align with a healthy lifestyle. Palaton, on the other hand, sells not just exercise equipment, but a life's style of fitness and community through engaging interactive workout experience. One of the significant challenge in new marketing is keeping pace with rapidly changing consumer preferences and technological advancement. Brand must remain sharp and speedy, constantly seeking feedback and iterating on their approaches. For example, Netflix, Netflix has successfully adapted to changing we awing habits by shifting from DVD rentals to streaming and now producing original content, staying ahead of the curve and continuously engaging its audience. Another challenge is maintaining authenticity. Consumers today are highly skeptical of marketing messages and can easily detect in authenticity. Brands that are transparent and genuine in their storytelling built stronger, more lasting connection with their audience. For example, Patagonia, again, Patagonia committed to environmental activism, and ethical practices has guarned trust and loyalty from consumers who share those values. So to summarize, I can say that the age of new marketing demand a shift from traditional company centric approach to strategies that prioritize the consumer's perspective. By understanding and responding to consumers needs, desires and emotions, and by telling compelling authentic stories, marketers can create meaningful connection with their audience. This consumer centric approach not only enhances customers engagement, but also drives long term success in an increasingly competitive marketplace. 5. The Power of Storytelling: People often make purchasing decisions based on emotions rather than necessity. This is why marketers must appeal to beliefs and feelings. This can involve what Seth Godin referred to as lying, which he defined as the stories people tell themselves that marketers build upon. Godin used the term lying and storytelling interchangeably. Goodin claim that a consumer's belief in a marketers can make it true. Usually, a product doesn't solve a real problem or need any better than competitors cheap option. It's our belief in how the product will make us feel that drives our purchase decision. Consider the comparison between $20 company wireless Airbuds, and $159 Apple AirPods. Both products serve the same basic functions, allowing you to listen to music without getting tangled in codes. Why spend extra $139 on airpods? The answer lies in the story Apple tells you and the emotion it evokes. Apple has crafted a powerful narrative around airpods, associating them with style innovation and status. When you see people wearing airpods, there is an implicit message of being tax savy and trendy. This emotional appeal and the prestige association with the brand led to consumers believe that Airpod make them cooler despite both products being fundamentally similar. Luxury brands like Rolex Gucci and Louis ton thrive on the power of story telling. A Rolex watch, for example, doesn't just tell time. I tell a story of success, precious and prestige. When someone buy a Rolex, they are buying into the narrative of being rich and prestige. The actual functionality of Rolex isn't significantly better than that of a much cheaper watch. But the emotional appeal and the status symbol, it represents justify the high price for many consumers. Starbucks is another excellent example. Coffee is a commodity and there are countless cheaper options available. However, Starbucks has created a story around their coffee shops as a third place between home and work, offering a si, inviting atmosphere where people can relax or work. The brand also emphasize ethical sourcing and high quality ingredient, appealing to consumers values and emotions. This story allow Starbucks to charge a premium for their coffee, which consumers willingly pay because they buy into the overall experience and narrative. Godins inside highlight the importance of understanding consumers belief and leveraging them in marketing. When consumers believe a product will make them feel a certain way, whether it's more confident, happier, or more successful, they are more likely to purchase it. This belief transform the product value beyond its physical attribute, which make it more desirable. While storytelling can be a powerful marketing tool, it also raise ethical consideration. Marketers must balance creating compelling narratives with maintaining honesty and integrity. Deceptive practice can lead to consumers distrust and long term damage to a brand reputation. Authenticity in storytelling is key. The story should align with the product's true benefit and the company value. While Godin approach to marketing involve storytelling that might pur the line between fact and fiction, he emphasized the importance of maintaining authenticity. The stories told should not deceive or mislead consumers, but should enhance the product value by aligning with genuine emotions and beliefs. For example, apple marketing often highlight the slake design and innovation features of its product. While are objectively true, however, the deeper story told is about being part of a creative forward thinking community. Narrative appeals to consumers desires for identity and belonging, making the marketing both authentic and effective. Godins concepts challenge marketers to be mindful of ethical implications of their story telling. While creating compelling narrative is essential, but it also equally important to ensure that these stories are truthful and do not exploit consumers trust. Authenticity and transparency should be at the core of any marketing strategy. To conclude this video, I can say the power of storytelling in marketing lies in its ability to appeal to emotions and beliefs rather than just needs. By crafting compelling narratives that resonate with consumers on a deeper level, marketers can create a perceived value that goes beyond the product actual function, whether it's perceived coolness of airports, the prestige of Rolex or the quasi experience of Starbucks. Effective storytelling makes consumers believe in the product's promise, which drives them to choose it over cheaper ultranatives. I 6. 1 - Make It Trusted: Telling a compelling story is essential for successfully spreading your idea or selling your product. But can we know that we created a good story? According to Seth Godin, effective stories possess six qualities. Let's understand and how each quality work one by one, and also how we can apply them. Number one, make it trusted. Your story must be grounded in reality. Even if yourtory isn't strictly factual, the belief in it should be mutually beneficial for both you and the consumers. If your story isn't true and customers discover the deception, you will lose their trust, and the trust is something that incredibly difficult to regain. Here is simple guide how you can build trust in your marketing. One method of building trust is th trust based marketing, where you form meaningful relationship with your customers based on honesty and unbiased information. There are three general themes for building trust. These themes are inspired by Aristotle modes of persuasion. If you want to know what is Aristotle modes of persuasion, I have attached a small article in the resource section. But for the sake of our subject of this topic, I just want to tell you Aristotle modes of persuasion are three ways to convince someone to believe or do something. These three methods are called Ethos means credibility or character, Pathos means emotions, and logos, means logic. Let's know how to implement all these three in your marketing. First ethos means credibility. To implement ethos, you need to do two things. First one is endorsement, and second one is demonstration. You can utilize demonstration from respected authorities like doctors, lawyers, influentials, celebrities, or trusted friends. Demonstration, showing your product in action can also build credibility. For example, skincare brands often features dermologist endorsing their products. While tech companies like Apple Hold product demonstration to show new features. Pathos emotions. Share world view, connect with consumers by aligning with their beliefs and values. This emotional connection foster trust and loyalty. Familiarity, creating a sense of familiarity through consistent messaging and branding can evoke emotional response. For example, Coca Cola's holiday adds evoke nstolgia, and warmth reinforcing their brands connection with the family and tradition. Logos means logic evidence and studies, site data, research, and factual evidence to support your product's effectiveness. Tech companies often highlight improves specifications and features appeal to logical decision makers. For instance, Tesla emphasizes its car superior range and safety ratings to logically persuade potential buyers. Let's see a few famous brand examples of how these well known brand applied all the three modes of Aristotle modes of persuasion. Eighths in action by influential endorsement. Nike effectively use Eh by partnering with top athletes and influentials. When Lee Bron James endorse Nike product, his credibility and authority in sports lend weight to the brand's story, making it more trustworthy to consumers, Pathos in action by emotional story telling. Tata T Jago campaigns. Jago means wake up. This campaign focus on social awakening and civil consciousness. One notable advertisement that features stories of every day people taking actions against social injustice and corruption. The campaign encourage viewers to become more aware and proactive in improving society by tapping into feelings of patriotism, responsibility, and empowerment. Tata T creates a strong emotional connection with the audience. Campaign not only promotes the brand, but also aligns it with positive social change, which encourage a sense of pride and purpose among consumers. Logos in aceent by data driven marketing. Amazon apply logos by showcasing customers reviews and ratings by presenting factual user generated content. Amazon provides logical evidence of a product's quality and performance, helping customers make informed purchasing decision. Successful successful marketing often combines all three modes of persuasion to build a robust and trustworthy narrative. For example, a campaign for a new health supplement might include Ethos dstment from medical professionals, Pathos from testimonials from individuals who have experienced significant health benefit. Logos by scientific studies and data supporting the supplement efficiency. In simple words, I can say a good story in marketing must be trusted and credible, appealing to emotions and logics of customers. By leveraging ethos, pathos, and logos, marketers can build a strong trust based relationship with their audience. These elements not only enhance the narrative, but also ensure that the story resonates deeply with customers, which encourage loyalty and long term engagement. Let's move to the quality number two. 7. 2 - Make It Authentic: Number two, make it authentic. Your story must align with your company product and overall image, because with the Internet making information easily accessible, customers can quickly fact check and hold companies accountable. This is why companies need to be honest and authentic in their messaging. For instance, BP has faced significant criticism for promoting its sustainability and low emission energy initiatives. This eco friendly narrative does not align authentically with BP's public history as a major player in the gas and oil industry. Such a mismatch between story and reality can lead to a loss of customers trust. To ensure your story aligns with your company, it's essential to define your mission. Simon Snake in start with y highlights the importance of understanding and articulating your mission and the reasons behind your actions. A clear mission provide a set of values that guide your story telling and ensuring authenticity. Here is a few key questions how you can define your mission. Number one, why you are doing what you are doing. Consider whether your actions bring joy to you or the consumers. Are you driven by passion or merely just by profit? Number two, how are you providing value? Identify what makes your product or idea special. Ensure that you offer some form of value that enhance the customer's life. Number three, who benefit from what you are providing? Reflect on whether the benefit extend beyond yourself. If the consumers is not significantly benefiting, reconsider your product value preposition. Once you have answered all these questions, work on transforming those answers into a conscious mission statement. This statement will serve as a constant reminder to state true to your values in your marketing efforts. See a example, consider Patagonia, whose mission statement is, we are in business to save our home planet. This mission clearly reflect their commitment to environmental sustainability, aligning perfectly with their product offering and marketing narratives. Consumers who value sustainability are more likely to trust and support Patagonia because their story is authentic and constant with their mass mission. Let's see a few brand example of authentic story telling. Tom Shoe is famous for one for one mission, where for every pair of shoe purchase by anyone, Tom's promise to denote a pair to a child in need. This mission statements aligned perfectly with their marketing story, emphasizing social responsibility and giving back. The authenticity of this mission has built a strong loyal customer base that splive in a cause and support the brand value at the same time. Rb Parker by a pair give a pair. By Parker mission to offer designer ware at a revolutionary price while leading the way for socially conscious businesses, reflecting their commitment to affordability and social responsibility. Thereby a pair give a pair program is directly manifestation of the mission, making their marketing story authentic and trustworthy. In today's digital age, where customers can easily access information and share their experience online. Authenticity in marketing is more important than ever before. Companies that fail to align their stories with their actions and values risk being exposed and lose customers trust. At the same time, those that maintain authenticity built strong and more meaningful relationship with their audience. Now I hope you understand that authenticity is a foundation of effective storytelling in marketing. By defining your mission and endorsing that your stories aligned with your company's value and action, you can build trust and connect with the consumers on a deeper level. Authentic marketing not only reasonate more powerfully, but also encourage long term loyalty and engagement, which is essential for sustained success in an increasingly transparent and connected world. 8. 3 - Make It Subtle: Coll it number three, make it subtle. When crafting a compelling marketing story, subtilty is key. Or in other words, don't be too obvious or direct. Instead, you should wave your message into the product and brand naturally. According to Seth Gardens, it's essential to integrate your marketing narrative seamlessly into your product and brand, rather than over explaining it to your customers. Allow your customers to draw their own conclusion and fill in the gaps. That's create a more engaging and memorable experience. Let's see the power of subtilty with Nike example. In 1999, Nike ran a 1 minute advertisement honoring the legendary career of Michael Jordan. The add was powerful and evocative, capturing the ascens of Jordan impact on ports. Interestingly, Nike only introduced its signature whose logo and just do its slogan in the final of few seconds. This subtle approach encouraged Nike's association with excellence in pers without overly pushing the brand. Godin's idea of subtility in marketing is not new one. Sub Timinls messaging has long been used in advertising to create subconscious association with a brand. Although some early claims about effectiveness has been debunked, the tactic remain a fascinating aspect of marketing history. If you are looking for example, Baskin Robin logo could be a better example. The number 31 cleverly embedded into the pink part of the Baskin Robins logo. Signifying their offering of 31 different flavors. This subtle cure encouraged the brand's variety and uniqueness without overly stating it. One of the most famous example of subiminal messaging involved a 1950s coca cola advertisement. The add supposedly included imperceptible messages, urging viewers to buy coke. Why subtility works? Subtility works because it's respect the intelligence of your audience, allowing them to make connections and form impressions on their own. These engagements encourage a deeper emotional connection with the brand. When consumers feel like they are discovering something on their own, the experience is more rewarding and memorable. Volkswagen think Small campaign is another example of subtility in marketing. Rather than explicitly stating the benefit of driving a small car, the campaign used a clever understated visual and messaging to suggest practicality and economy. This subtle approach resonated deeply with consumers and is still celebrated as one of the most effective ad campaign of all time. Now I hope you understood what is subtility, and what it can do for you. Let me tell you three small steps to apply subtility in your marketing. Number one, focus on visuals. Use visuals elements that convey your message without words. Symbols, colors, and design elements can speak volumes. Number two, create a interview, leave some elements of your story open ended, encouraging customers to explore and discover the deeper meaning on their own. Number three, align with values. Ensure that your subtle message aligned with your brand core value and mission. That encourage authenticity and trust. Utility in marketing allow customers to engage deeply with your brand by filling in the narrative gaps themselves. By incorporating subtle cues and understated message, you create a powerful and memorable connection with your audience. This approach not only respects the customer's intelligence, but also enhance the overall impact of your marketing. 9. 4 - Make It Fast: Number four, make it fast. Think of the last time someone told you a joke. Did you get it right away, or did they have to explain the punch line? If it needed explaining, chances are it wasn't that funny. Marketing also works similarly. If it is need further more explanation, chances are you didn't set it correctly. According to Seth Godin, your story must quickly engage potential customers while you have their attention. Your story requires extensive explanation, people probably won't listen. No one likes to wait for the punch line. That's just not a saying. Godin emphasise on quick engagement is supported by psychological research. In thinking, fast and slow Daniel Kaman describe two cognitive system. System one, this is our automatic quick way of thinking. It operates effortlessly, naturally and rapidly, making sense of the world based on what is normal and familiar. System two. This is our more deliberate and slower way of thinking. It's require conscious effort, attention, and analysis to solve and understand deeper details. Since people primarily operate in system one, your marketing message need to be simple and immediately to capture their attention. Most people want to switch to system two to dissest complex meaning or narrative from your message. In today fast paced world, consumers are bombarded with information and have limited attention span. Therefore, your marketing story must be delivered quickly and clearly. A conscious, easily understandable message is more likely to resonate and stick with your audience. A example of this is Twitter's 280 characters limit. Twitter success as a social media platform is partially due to its character limit. With only 280 characters, user are forced to convey their message quickly like summary of something larger. This summarize format align perfectly with the fast automatic thinking of System one, making tweets easy to digest and share. Now let's see a few strategies to implement fast marketing by keeping two things in mind. Number one, clear and conscious messaging. Taglines and slogan. A memorable tagline or slogan can quickly communicate your brand's assens. For example, McDonald's, I love in it is instantly recognizable and convey a positive engaging message in just three words. Visual and imagery. Use a strong visual to convey your message at glance. A picture is worth 1,000 words and can often communicate complex ideas more rapidly than text. Number two, simplifying complex ideas infographics. Present data and complex information in visually appealing and straightforward format. Infographics are effective because they combine visible with conscious text, making information easy to understand quickly. Video content, short videos or animation can quickly capture attention and convey your message. Platform like TikTok and Stagram reels capitalize on this by providing quick engaging content that fit into user's busy lives. Let's see to add campaigns as examples who applied fast marketing principle correctly. Apple's product launch. Apple is known for its leak straightforward product launch. During this event, they focus on key features and benefit, presenting them in a way that easy to understand and remember. Their presentation are usually driven and highlight the most important aspects of the product, ensuring that even a brief glance leaves a lasting impression. GEICO's 15 minutes campaign. GEICO's advertising campaign claiming 15 minutes could save you 15% or more on your car insurance is perfect example of fast marketing. This conscious message immediately communicate the benefit of choosing GICO requiring no further explanation. To engage potential customers, effectively, your marketing story must be fast with most people operating the quick thinking system one. Massage need to be clear, conscious, and immediately understandable. By utilizing strategies like strong visuals, memorable tag lines, and simplified information, you can ensure your story captures attention quickly and stick with your audience. And always keep in the mind, fast paced bird of marketing, speed is not just an advantage. It is necessity. A. 10. 5 - Make It Targeted: Quality number five, make it targeted. Well, if you search for one thing, you will see there are a number of people offering it. It's not any issue if you are a customer, but when you are a provider, it's really a big challenge to tackle, especially when you are trying to reach everywhere and everywhere to promote your product or services. In today marketing landscape, attempting to appeal to everyone means you will likely appeal to no one. Seth Godin emphasized that the edge of mass marketing is over. Instead, there is significant power in targeting a niche and cultivating a strong sense of community around your product within that niche. These niche customers are more likely to become loyal advocates, recommending your product to friends with similar interest. To do targeted marketing, first thing we need to do is create a consumer persona to identify niche. This includes crafting a detailed fictional character who embodies the key trait of our targeted audience. This persona combines demographic data with psychological insight to paint a comprehensive picture of your idle customer. Here are a few key questions to build an idle persona. Demographics. What's their name? How old they are? What do they do for living? Where do they live? Psychographics. What do they do for fun? What kind of media do they consume? What upset them about the world? What would they like about your product? Where might they hear about your product? There could be more questions or different pass on your business typ. For now, let's also know what Jeffrey Murray mentioned in his book crossing the chasm about finding NH. In crossing the chasm, Jeffrey More outlines a step to identify your Nate. Here is a practical approach based on More's methodology. Number one, generate customer profile. Use the questions about to create detailed profile of potential customers. Number two, build purchasing scenarios. Consider how these personas might come across your product and how they would use it. Number three, select the best scenario, Choose the scenario that seems most viable and promising. Number four, examine competition. Determine if any competitors are already targeting this niche, and examine your potential to differentiate. Once you have identified your niche, all your marketing efforts can be tailored and to appeal specifically to this audience. Here are some key benefits. Number one, relevance. Your marketing message will be more relevant and resonate more deeply with your targeted audience. Number two engagement. Targeted approach foster a stronger sense of community and loyalty among your customers. Number three, efficiency, marketing resources are used more efficiently, foxing on channels and strategies that are most likely to reach and impact your niche audience. Patagonia, the outdoor clothing company gears is an excellent example of targeted marketing. Their marketing efforts are deeply rooted in environmental activism, appealing to a specific audience that value sustainability and outdoor activities. By focusing on this niche, Patagonia has built a loyal customer base that not only buy their product, but also passionately support their environmental initiatives. Overall, you just need to take four step to implement targeted marketing strategy. Number one, persona development, create detailed personas based on the demographics and psychographic of your dal customers. Number two, tailored messaging, develop marketing message that speak directly to the needs, desires, and value of your target audience. Number three, channel selection, choose a marketing channel that your target audience used, spend time on, whether it's social media platforms, specific website, or community event. Number four, content strategy, produce content that address the unique interest and concern of your Niche. By this provide values and build trust. So now I hope you understood that targeted marketing is about understanding and connecting with a specific group of people. By creating detailed persona and focusing your efforts on a niche audience, you can craft compelling and effective marketing message. This approach not only enhance engagement and loyalty, but also ensure that your marketing resources are used more efficiently, ultimately leading to a great success in spreading your ideas or selling your product. 11. 6 - Make a Promise: Quality number six, make a promise. Your marketing story should make a promise to your customers, and most importantly, it must fulfill that promise. It must deliver on that promise. This means clearly communicating the value that your product offers and ensuring that it meets or exceeds customers' expectations. A strong promise helps build trust and loyalty among your customers. Prime example of this is old epics brand. The man your man could smell like. This is their campaign name. The ads targeted women by promising that if their partners wore old spices, they would smell like the idle man. I don't know about being or smell like an idle man, but this ad resonated well with their audience, which means getting sales as expected and brand popularity and awareness. South Godin emphasized the importance of telling a good story but doesn't provide detailed step on creating one. Fortunately, Donald Miller's building a story brand offers a structured approach to storytelling in marketing. Miller outlined a seven part story arc that effectively captures the human conditions by addressing human needs and desire. Here is short and quick guide how to apply the seven part story element. Step number one, hero, the customer, identify your customer's man desires and position them as the hero of your story. For example, if you are marketing fitness equipment, the hero could be someone striving to lead a healthier lifestyle. Step number two, problem, the challenge. Clearly define the problem your product solves. In the fitness example, the problem might be the difficulty of staying fit with a busy schedule. Step number three guide means your brand. Position your brand as the mentor that helps the hero overcome their challenges. This could involve offering workout plans that fit into a busy schedule. Step number four plan means step to succeed. Outline a simple plan for using your product. Provide easy to follow steps or tips that help customers see how they can integrate your solution into their lives. Step number six, call to action. Encourage immediate action with clear and compelling call to action. For example, start your free trial today or join our fitness community now. Step number six, navigate stakes means the consequences. Highlight what could happen if the customer doesn't act. This could be missing out on health benefit or continue to struggle with the fitness goal. Finally, step number seven, positive outcome means and goal and benefits. So case the positive changes your product can bring Testimonials before and after photos or success, stories can effectively illustrate the benefits. Nike effectively uses storytelling by positioning their customers as athletes overcoming challenges. There just do it slogan embodies the hero's journey of pushing through out obstacles with the support of Nike Gear. Making a promise in your marketing story is about clearly communicating the value your product offer and delivering on that promise. By using a structure story arc, you can create compelling narrative that resonate with your audience. Build trust and drive actions. Incorporate this story element into your marketing strategy to ensure your message is clear, engaging, and effective. Well, that's all I want to say for this video, and before you jump to the next video, I don't want you to feel tired or overloaded. So take a quick break and recall what you have learned and then come back. See you soon. 12. What is a Worldview: Hey, there, welcome to this principle number one. In this video together, we will uncover the secret to aligning your marketing message with your audience, deeply rooted beliefs and values. To tell a better story, we need to speak to a world view. Seth Godin first principle of modern marketing is that a compelling story begins with aligning with consumer's world view. By crafting a story that resonate with a consumer's belief and values, you not only meet their wants and needs, but also validate their existing perspective. In this entire principle, first, we will see what is a world view and why it's important after we will see some strategy to apply it in our marketing. Let's know what's a world view and why it's matter in marketing. A world view is the set of beliefs, values, and biases that shape how a customer's perceives and interact with the world. In simple words, it's a language that every human being have to understand and describe things. While everyone has the same basic needs such as food, shelter, happiness, and health, their world view influence how they satisfy this need. See a example of different world views, consider the difference between someones on keto diet, which emphasize high fat consumption and someone on plant based diet. Both individuals believe they have found a dietary lifestyle that balance health and nutrition. Despite aiming for the same goal, they adapt to different solutions reflecting two different world views. People with similar world views often form a small niche or micro communities, and this is why a marketers success depends on identifying the right group with a shared world view and crafting a story that align with their world view. By now, you may have understood that for our marketing success, we need to understand our targeted audience, world view and change it, or we have to change our marketing message according to their. Stephan avi in the seven habits of highly effective people offers another way to understand world views through the concept of paradigm. He defines paradigm as the lances through which we see the world, which shape our interpretation and situation of surroundings. This interpretation dictate behavior similar to how guardians world view influence purchasing decision. Our sense of self is often tied to our world view, leading to automatic defensive response to information that threaten our perspective. This is known as confirmation biases, where we dismiss facts that don't align with our world view, and for marketers navigating these biases can be challenging. C we suggest becoming aware of biases, identifying desired world view and shifting perspectives. Although his advice is care toward individuals, marketers can adopt these principles to tailor their marketing stories thoughtfully. Here is vis four step to apply principle into marketing. Number one, identify the biases. Understand the specific biases of your target audience. If you are marketing to environmental conscious consumers, recognize their biases toward sustainable products. Number two, align with the world view. Ensure your product and your story aligned with the world view. For example, if you are selling a eco friendly products, your marketing should highlight sustainability and environmental impact. Number three offer a better solution. Present your product as a superior solution within your existing world view. Show how your product better meets their needs or enhance their values. Tesla successfully appeals to the world view of environmental conscious consumers. Tesla marketing story emphasize sustainability, innovation, and reducing carbon footprints, resonating with those who prioritize environmental impact. By aligning with these values, Tesla has built a strong community of loyal customers who see the brand as a leader in sustainable technology. Now I hope you understood that appealing to a specific world view is crucial for effective marketing. By understanding and aligning with the beliefs and values of your target audience, you can craft compelling stories that not only meet their needs, but also validate their perspective, drawing from principles such as those outlined by KV. Marketers can thoughtfully address and influence world views, which lead to more successful and resonating marketing campaign. Well, that's all I wanted to say for this video. Let's jump to the next one. Oh. Oh. 13. How Do Worldviews Affect What People Buy: Hey, there. In this video, we will learn how do world view influence consumers' behavior, their choices of buying certain things from certain brand and what change or approach we should take so that our brand also comes in consumers buying decision. According to Seth Godin, world view affect three key customers attributes, their attention, their biases, and the language they expect. By understanding and leveraging these factors, marketers can craft more effective and resonate marketing strategy. First, let's learn how to get audience attention. A consumer's world view plays a vital role in determining whether they will notice your product or not. For example, a wagon is unlikely to pay attention to a new stake house, just as someone who prioritize sustainable living will notice eco friendly products. Therefore, it's important to attract the attention of those whose world views align with your product. Goodin introduced the concept of permission marketing in his book. This approach involves gaining the customers consent to send them product information, targeting those who are already interested or paying attention. Permission marketing contrast with interruption marketing. The traditional method that bombard add one after another, aggressively promoting product to gain customers attention. Anyway, there are three elements of permission marketing. Number one anticipate. Consumers expect to receive information from the marketers, number two, personal. Information is tailored to the individual consumers. Number three, the content interest the customer. Permission marketing is commonly associated with e mail marketing. Where consumers opt in to receive updates, this method is cost efficient because it use low cost channels like e mail and social media to target interested customers which lead to higher conversion rates and building customer trust. Let's take e mail campaign example to understand, furthermore, how to apply attention marketing principle. Consider an e mail campaign for a new Wagon restaurant. Instead of sending out mass e mails, the restaurant could target individuals who have shown their interest in wagon diet by signing up for a newsletter or attending Wagon events. The e mail should be anticipated. Subscribe, no, they will receive updates about wagon dining. Personal. E mails could include personalized content such as recipe or event invitation. Relevant information directly meet to the subscriber interest in veganism. On social media permission marketing can involve following and engaging with users who have shown interest in similar product or lifestyles. For example, a sustainable clothing brand could interact with users who follow eco friendly influencers or participate in sustainability discussion. Patagonia and outdoor apparel company, effectively use permission marketing by targeting environmentally conscious consumers. Their e mail campaigns and social media presence focus on sustainability, which align with their target audience world view. This approach not only captures attention, but also foster loyalty and trust. Now I hope you understood that understanding and leveraging customers world view is crucial for capturing attention in today's crowded marketplace. By focusing on those who believes align with your product, you can create more effective and efficient marketing strategy. Permission marketing with its emphasise on anticipation, personalization, and relevance is a powerful tool for engaging the right audience and building lasting customers relationship. Number two bias. Seth Godin explain that our world view influence our biases, shaping our initial impression and reaction to products, people, and ideas. People tend to favor information that confirm their existing biases rather than challenging them. Godin often use biases interchangeably with world view in his book, but clarifies that our world view shape our biases. A biases is an inclination for or against an idea. Person, things, belief, or group. Biases can be learned or innate, and we are often unaware of them. Richard Thaler and Cass Sunstein in their book, Nudge identify several types of biases, including incurring availability, representativeness, status quo, and loss aversion. Among these, the status quo biases is particularly significant for marketers. Let's know why. The status quo basis is the tendency to stick with our current option or situation, often without a compelling reason. It frequently affect decision making which why you notice consumers buy same products again and again continuously. They don't like to change. For example, many people have a preferred brand and flavor of toothpaste and rarely switch brands. This is status quo biases in action. To encourage consumers to break out of their status biases and try a new product, marketers can take the following steps. Number one, listen to consumers' needs and feedback. Spend more time understanding what consumers want and identify gaps in their market. This can be done by reading reviews, conducting surveys, and engaging with consumers on social media or surveys. Number two, highlight the disadvantage of the status Q. Advocate them and point out the shortcomings of the current options that consumers are using. This helps create a sense of dissatisfaction with the status Q. Number three, present the benefit of your product. Clearly, articulate the advantage and unique selling point of your product. Show how your product can meet consumer's need better than their current choice. Number four, use testimonials and reviews. Leverage social proof by sharing positive testimonials and review from other consumers who have switched to your product and are satisfied with the change. To show you an example, I'm imagining a new toothpaste brand that promises superior dental health benefit to overcome status quo biases. The brand could conduct a survey to understand why consumers stick with their current toothpaste. Highlight common complaints about existing toothpaste brand, such as lack of effectiveness or unpleasant taste. Emphasize the unique benefit of their toothpaste, such as advanced cavity protection or natural ingredients. Share testimonials from customers who experience noticeable improvement in their dental health after switching to the new brand. Now let me tell you how Apple overcome status quo biases for their iPhone in the market. Apple's iPhone marketing strategy provide a notable example of overcoming status QO biases. Before the iPhone release, many consumers were loyal to other mobile phone brands. Apple addressed this Pi, listening to customers frustration with existing phones, such as poor user interface and lack of features, highlighting the limitation of other phones and emphasizing the iPhone innovation features, such as the touch screen Apple store and seamless integration with other Apple products. Using strong testimonials and reviews from early adopters and tech experts who built credibility and generated excitement. This is how Apple did it. Understanding and addressing consumers biases, particularly the status Q bias is essential for successful marketing. By listening to consumers needs, highlighting the limitation of the status Q and presenting the benefit of their products. Marketers can encourage consumers to overcome their biases and try a new products. This approach not only attract new customers, but also build trust and loyalty as consumers feels their needs are being genuinely addressed. Number three, language. Effective marketing relies heavily on the language used to convey messages. Customers expect specific message presented in particular way, which also influenced by their world views and expectations. Arth Godin emphasize that language in marketing extend beyond words to include the overall structures, colors and mode of the advertisement. The way you tell your story should align with your customer's world view and the narrative you want to communicate. The choice of word can significantly impact the success of a marketing campaign. Even a small change in wording can have a substantial effect on consumers behavior. For example, altering the text on checkout button from plus card to add to card increase, click by 49%. Here are some tips on choosing your words carefully. Consider connotations. The subtle difference in your words, choice can evoke different emotions and reaction. For example, sign up now. My sound routine or uninspiring While are you ready to get started, create a sense of excitement and urgency, simplify your message. In the book positioning, the authors argue that simple message are more effective because they are better able to cut through the noise. Overloading customers with complex information can dilute the impact of your message, aim to convey your point clearly and consciously. Perfect the word of choice in your call to action. The primary goal of marketing is to promote consumers to take action. Whether it's buying a product, signing up for e mails or engaging with your brand in some other way, crafting a compelling call to action is important because like Join Now, discover more or get started today can be more effective than generic promotes. See an example of an ad that follow all these language point, see a perfume commercial. Typically follow a different format and theme, often evoking luxury, sensuality, and elegance. The language used in these ads both verbal and visual, align with the high end desirable image that perfume brands aim to convey. The mode colors and structures of the message all work together to create an anticipative narrative that resonate with the target audience world view. Apple's marketing language is a prime example of how carefully chosen words and design element can enhance brand perception. Apple uses simple clean language that emphasize innovation, elegance, and user experience. Their product names, slogans, and description are crafted to be memoriable and appealing. For example, this slogan think different, not only conveys innovation, but also align with the brand's identity and the world view of its target audience. The language used in marketing is a powerful tool that goes beyond range of words. It encompass the entire structure, visual elements, and mod of the message. By carefully considering connotations, simplifying the message and crafting effective call to action, marketers can significantly influence consumers' behavior. Aligning the language with the consumer's world view ensures that the message resonates deeply, enhance the overall impact of the market campaign. Well, students, that's all I wanted to say for this video. Let's jump to the next one. 14. How to Appeal to a Worldview: There. In this video, we will learn how to leverage and speak to your audience world views in your marketing story. There are three techniques for aligning your story with your consumer's world view. First one is frames. Second one is euphormism, and third one is oxymoron. First, let's see what is frame technique and how it work. Framing is a strategic way to present your story so that it resonate with a consumer's existing world view. By framing your narrative, you can shape the initial impression customers have of your product and ensure it aligns with their belief and biases. For example, let's imagine a university or college is struggling to get new students admission. This college could reframe its story to appeal to non traditional students, instead of typically 18-year-old demographic, by presenting itself as a welcoming environment for older students, career changers or part time learners. The college can broaden its appeal and attract a different segment of the student population. This reframing can help reverse declining enrollment by targeting a niche audience that values flexibility and inclusivity. Number two, euphemism, euphemisms are alternative names for ideas or products that help steer away from negative connotations or biases. Framing them more favorably. They are effective in reshaping perceptions and aligning with customers value. Example, Ath laser versus workout gear. Consider the term atlase as a euphemism for workout gear. Ath lase appeals to consumers who value style and comfort even during exercise. While workout gear might be more straightforward, but lacks but lacks the fashionable connotations. By using Athlese, marketers can attract a segment of the market that prioritize asthetic and lifestyle integration over just functionality. To use euphemism effectively in marketing, avoid aggression. Ensure that the euphemism does not oversell the product value. Avoid misleading term. Be truthful about what the product offers. Address important issue. Don't use euphemism to downplay significant concern. Be clear. Ensure that euphemism is understandable and not so vague that it confuses customers. Be creative and positive. Use language that inspires and engage customers. Maintain some mystery. A touch of interview can make the product more appealing. Godin use the analogy of world views as lanss to illustrate how customers perceive products. Here is a breakdown of this analogy. Photographer, the consumers, fruit basket, the product being marketed, camera, the customers world view, which affect how they see the product, framing the marketers strategy to present the product favorably. Imagine still life of fruit basket that marketers can influence how the basket appears by adjusting position means placing certain fruits at the front background, using different color to evoke certain emotions. Example, black for moody atmosphere, yellow for happiness, lighting, adjusting to highlight specific aspects of the fruit. This setup demonstrate how different frames can alter the customer's perception. Even the term is still life of a fruit basket, instead of pile of fruits is a euphemism that enhances the image appeal. Euphemism and framing are powerful tool in aligning marketing message with consumers world views. By carefully choosing language and presentation, marketers can create a more favorable impression and resonate better with their target audience. This approach ensure that the story told is compelling, relevant, and align with the values and biases of the consumers. Number three, oxymerons. Oxymerons like euphemism are used to frame ideas in a novel way by combining contraductory terms. This technique can help avoid negative interpretation and capture consumer's attention by presenting familiar concepts in a surprising manner. Example, non alcoholic beer. The term non alcoholic beer is an oxymeron, because beer is traditionally alcoholic. This phrasing appeals to individuals who enjoy the taste of beer, but want to avoid alcohol. It successfully targets NH market by combining two seemingly contradictory world views. Author sth Godin frequently apply oxymoron on his blog by using them to present surprising contrast and challenging expectations. Although traditional oxymerons are phrases with opposing words, Godin also uses them to describe unexpected ideas or contrast. In his blog post, what will be on your Tombstone? Din mentions that article. Codin mentions that articles about Google often highlight that the company's chef was formal chef for the band that grad ful dad. He refers to the surprising and memorable fact as a oxymeron. Codin documents incorporating oxymerons in marketing to present consumers with unexpected contrast. This technique can make the marketing message more engaging and memorable. Here are a few tips for using oxymeron in marketing. Number one, catch attention. Use Oxymeron to surprise your audience and make your message stand out. Number two, avoid negative interpretation. Reframe products or ideas to avoid any negative association. Number three, appeal to dual world views. Target consumers who hold seemingly contradictory preference or needs, and finally, number four create memorable message. Ensure your marketing leaves a lasting impression by using unexpected combination. Well, I hope now you understood that incorporating oxymorons into marketing strategy can help reframe product and ideas in a way that resonate with consumers. By combining contradictory terms or concepts, marketers can avoid negative connotations, catch consumers attention and appeal to their market with dual world views. Approach aligned with Gardins broader advice to tell compelling stories that align with consumers world views, which make the marketing message more effective and memorable. Well, that's all in this principle. Let's take a short break and after that, continue this class from principle number two. See you there. 15. Understand How Your Customer Thinks: Hey, there, welcome to the principle number two. In this principle, we will learn the art of building trust through storytelling. We will discover how honesty and transparency can enhance brand reputation and building long term relationship with your customers. When marketers present something to their audience, they process information and make snap decision real quick. Whether they want to ignore your ad after one or 2 seconds, they want to watch it to figure out what is in it for them, and furthermore, decision they take. This principle is based on the idea that world views influence, not only the information customers take in, but also how they interpret and react to it. By understanding the steps customers follow to make snap judgment, marketers can better capture attention and convey their message. Good in mention cognitive dishonance as a psychological concept where individual experience discomfort when holding conflict thought or belief. Often influence consumers behavior as people strive to align their action with their belief to reduce discomfort. For example, imagine customers who feel proud themselves for saving money. They find a product on sale and buy it. Despite not needing it, later they feel guilty because although they save money by purchasing that product on a discount, they would have saved more by not buying it at all. This internal conflict is an example of cognitive dishonance. Navigate the marketplace and make quick decisions, customers typically follow for steps. I will tell you these steps, but before that, let's see how we can leverage cognitive dissonance in marketing. Marketers can use cognitive dissonance to their advantage by aligning their message with the customers world views and addressing potential conflict directly. Here are some strategies. Number one, highlight saving, without sacrificing. Emphasize how a product can save money without compromising on quality or necessity, aligning with a money saving world view. Umber to create consistent messaging, ensure that all marketing materials and consumers interaction provide a constant message, reinforcing positive impression and reducing the likelihood of cognitive disorance. Number three address conflicts head on. If a product might cause cognitive disorance, address it directly in the marketing message. For example, acknowledge that while the product is an investment, it provide long term savings or benefits that align with the customer values. Well, I hope you understood how customers think and process information that help customers create more effective campaign. By recognizing the role of cognitive disonance, and the steps customers follow to make decisions, marketers can better align their message with the customers world view and negative potential conflicts. This approach not only captures attention, but also build trust and consistency, which lead to more successful marketing outcomes. In the next few videos, we will learn what are those steps on basis customers make snap decisions, and what are the strategies for marketers so that their audience listen to them, understand them. Let's jump to the next video. 16. Step 1 - They Notice Change: W. In a world where lots of information thrown at you every single minute, how you can decide which one is for you. Certainly, you can't listen to everyone. Well, this is simple. You can filter out most of it to listen what's for you and ignore other to avoid being overwhelmed. This is what we all do when we are consumers for other marketers. However, however when we are the marketers, we better know how our consumers going to take it, and we can build some str, something that change in their environment, which are more likely to catch consumers attention. Let's understand what I'm saying with five hour energy brand example. When five hour energy entered the market, they faced established competitors like Red bull and Monster. Instead of competing directly, they differentiated themselves by packaging their product as a small shot rather than a large can. Strategic placement as cas registered ensured customers notice the product that allow five hour energy to gain a foothold in crowded market. While Godin emphasize appealing to beliefs and feelings to capture attention, Donald Miller in building a story brand suggests focusing on basic needs. Miller categorize consumers behavior into two main types. Number one, meet basic survival needs. The brain productize needs related to the nourishment, security, relationship, and meaning. Number two, avoiding complexity. Consumers avoid complex messages that require significant mental energy to understand. To effectively grab attention, Miller's recommends aligning your product message with basic survival needs while keeping it simple. Here are some examples of effective messages. Saving resources, highlight how your product save money, time, or resource. Build relationship, emphasize how your product can enhance relationships or create opportunities for generosity. Acquire status, so how your product can help customers gain status or prestige. Finding meaning, illustrate how your product can provide deeper meaning or fulfillment. Combining both approaches, appeal to basic needs and emotions can be highly effective. For example, purchasing a Ferrari address the basic need for transportation, while also appealing to the desire for luxuriant speed. Well, I hope you understand that to capture customers' attention, you need to make noticeable change in their environment and craft message that align with their basic survival needs and emotions. By strategically combining these approaches, you can effectively stand out in a crowded marketplace and resonate with your target audience. That's all in step number one. Let's jump to the next step number two. 17. Step 2 - They Make an Assumption: When consumers notice a change in their environment, they quickly make assumption and create their own stories about why it changes. Usually, their world view shapes these assumptions. These assumptions influence your customer's first impression of your product and can determine whether they will buy what you are selling. Or example, when you notice the new coffee shop in your way to work, you might assume this one open it to draw students from college campus nearby. Another way to think of consumption is in terms of consumer's perception. Customers perception is how people select organize and interpret information they encounter. In the 22 immutable laws of marketing, the author describe how a consumer's perception of a product is more important than the quality of the product. Therefore, your audience must believe that your product is the best option, and there are two inputs that alter perception. Number one, external or environmental triggers, number two, personal expectations and world views. As a marketer, you can't control someone's expectation, but you can create meaningful encouragement to guide your consumer's perception. One way to do this is by making your product an experience for the consumers. Most marketing campaign rely on visual stimulation. But try to appeal to multiple senses. This will help you tell a battle story and mask the feeling of being advertised too. Apple stores are a great example of shaping consumer's perception. When you enter an Apple store, you are not just buying a product, you are experiencing the brand. The minimalistic design, the informity of store layout, the opportunity to interact with products, and the helpful staff all contribute to a positive perception. This multi sensory experience help customers make the assumption that Apple product are innovative and premium, even before they try out. Coca Cola share ACO campaign is another example. By personalizing bottle with names, C oak created a change that consumers notice. Consumers made the assumption that this personalization made the drink more special and fun. The perception was not just about the taste, but the experience of finding and sharing a bottle with their name or a friend name on it. Simple change boosted sales significantly because it connected with consumers on a personal level. By understanding and influencing the assumptions and perception of your customers, you can create a strong first impression and increase the likelihood that they will choose your product over competition. After noticing change and making assumptions, now come step number three. Customer will use their assumption to predict what will happen next. Let's jump to the next video to learn step number three. De ti deft deft victim. 18. Step 3 - They Predict What Happens Next: After noticing change and making assumption, now customers will use their assumptions to predict what will happen next. Godin says predicting what will happen next helps customers prepare for the next change. This is where they build their own story about your idea or product and determine whether they will believe your story. Let's back to our coffee shop example. You assume that the coffee shop is for college students. If you are a mother of three young children who prefers the drive through because you can't have time to go inside and sit down to enjoy your coffee, you will use this information to decide whether this coffee shop is a place you want to visit, even though you have never been inside. Ikea, the furniture retail giant understand how customers predict what will happen next when they shop. When customers walk into an IKA store, they predict an experience based on their conceptions. Affordable price stylish furniture and maze like store layout, that encourage them to explore. IKA leverage these predictions by providing a constant shopping experience that meets these expectations. The store layout predict range and in store display all help customers predict a pleasant and efficient shopping experience, which reinforces their decision to visit Ikea again. Tasla strategy of unveiling new features through software up date is another example. When Tasina owners receive an update notification, they predict exciting new features or improvement. This prediction build anticipation and loyalty among Tasla customers. For example, the full self driving capability update, create a sense of progression and innovation, which make customers feel like they are part of a technological revolution. This strength their belief in tasa vision and keep them engage with the brand. To effectively use prediction in marketing, consider these strategies. Number one, create clear expectations, ensure your marketing material set clear expectation about what customers can anticipate from your product or service. Number two, be consistent. Consistency in your product quality and consumers experience, help reinforce positive predictions. Number three, leverage ambiguity. Sometimes being a bit vague can allow customers to fill in the gaps with their own positive insptions. This can a connection to your product. By understanding how customers make predictions, you can better shape their expectations and create more compelling story for your product. This will help in building trust and increasing the lilihood of purchase. 19. Step 4 - They Stick to the Story: Finally, customers stick to the story they predict. Even when presented with fact that may contradict them, they repeat the cycle of making snap decisions until another significant change prompt them to reconsider. People make quick decisions about nearly everything, whether they like someone, want to buy a shirt, try a new restaurant or anything other. Example, you decide not to go into the new coffee shop because you have assumed and predicted it's targeted to college student. You stick to this story without giving the shop a chance, rationalizing your decision based on its proximity to campus and the lack of a drive through. In the book billing by Malcop Galwll, explain that there are two processes for arriving at a decision, conscious thinking and unconscious thinking. Conscious thinking, this is our logical but less efficient way of coming to conclusion. Involves deliberate analysis and consideration of facts, unconscious thinking. This is our initiative and quick way of processing information, which often referred to as making snap decisions. Snap decisions are beneficial because they help us quickly dissect relevant information, however, they don't always follow expanable logic and can be influenced by time pressures, biases, and stressor. Apple's marketing strategy relies heavily on the sap decisions of its customers. When Apple launch a new product, the initial perception often crafted through sleek design, high profile, event, and strategic placement, which create a lasting story in the minds of consumers. Despite the availability of potential contradicting facts such as higher price or compatibility issue, many customers stock to their beliefs in Apple's superiority and innovation. This is because Apple has successfully created a strong positive initial impression that customers are unwilling to change. Let's see a Coca cola versus new COC case study to understand even more better how much consumers are unwilling to accept changes. One of the most famous marketing misstep was Coca cola introduced of New COC in 1985. The company made a significant change to its classic formula, which had been beloved by customers for decades, regardless of initial taste and test that showing people prefer for new formula. The story that customers had built around the classic Coca cola was too strong. They stuck to their preference for the original formula, which lead to a public backlash and forcing Coca cola to revert to its original recipe. Effectively leverage the tendency of customers to stick to their stories. Consider these strategies. Number one, create a strong first impression. Ensure that your initial marketing efforts are impactful and align with your desired brand story. Number two, consistent messaging, maintain a consistency in your messaging across all platform to reinforce the story you want your customers to believe. Number three address negative assumptions. If you anticipate negative assumptions about your product, address them directly and early to reshape the narrative. Number four, encourage positive snap decisions. Use design testimonials and clear positive messaging to encourage favorable snap decisions. Now you know all the four steps and how to implement them. Again, take a short break after that. Let's jump to the principle number three and learn how to make a good first impression of your product. See you there. Thank you. 20. 2 Keys to Creating Good Impressions: Hey, there, welcome back to the principle number three. In the previous principle, you have learned how customers filter information through their world view, and then they make quick decisions, which means for marketers, it's necessary to make a good first impression with your product and company. In this principle, we will discuss first encounters and impression, how to make good impression and the power of personal connections. Let's start with impression and encounters. A customer's first encounter with your product or brand is their initial introduction. They may walk onto your store on A M or click on your website by accident. However, the first encounter may not cause them to engage with your story. If it doesn't engage them, they will disregard their first encounter as they interact with other options in the marketplace. When you successfully grab the customer's attention in an encounter, you create a impression that leads them to make a snap judgment about your idea or product. That's why first impression are so important for marketers. It's your best and sometimes only opportunity to get through to a customer. Let's see two examples to understand how first impression work. Example one, Sara is browsing a book store and randomly picks up a book with a fascinating cover image. She flips through a few pages and find the content engaging which leads her to purchase the book. This positive first impression turns her into a fan of author. Example two, Mark visit a new coffee shop on his way to work. He received a warm greeting and a free sample from Barista, that's make him feel welcomed. This pleasant experience encourage him to return to the coffee shop regularly. Since not every encounter will turn into a impression, the best you can do as a marketer is to make sure that no matter what encounter a customer has, it's a good one. That's why when a encounter does eventually make an impression on them. Godin assume that an impression will happen eventually. It will be a favorable one. If you can't be sure which encounter with your product will create a first impression on a customer, how do you incorporate your story perfectly to get through in a favorable way? Well, here is the way. Good and believe being authentic and telling a cohesive story are the key to create a good impression. Here is how you can do it. Being authentic show genuine passion and honesty in your marketing. Consumers are more likely to connect with your brand that feels real and trustworthy. Authenticity help build a positive first impression and long term loyalty. Telling a cohesive story ensure that every touchpoint with your customer, whether it is on your website, social media, or in person interaction, must tells the same story. A unified narrative makes it easy for customers to understand and remember your brand. AirBNB is a great example of company that constantly make good first impression from their user friendly website designed to their engaging social media presents. Every encounter is crafted to resonate with their target audience. They emphasize authentic stories of host and travelers, which helps create a strong positive impression. Japos is another example. Japos and online shoe retailer is famous for its exceptional customer service. They ensure every customer's interaction leaves a positive impression. For example, their free shipping and 365 days return policy are designed to make customers feel valued and appreciated. This commitment to customer satisfaction helped Japos build a loyal customer base and a strong reputation. Well, that's all for this video, but this topic is not over. In the next video, I'm continuing this where you will learn how to be authentic and cohesive in details. Let's jump to the next video right away. 21. How to Be Authentic: South Korean emphasized the importance of authenticity in marketing. Telling a story that aligned with your company, product, and your brand identity is crucial. This story could center around themes like luxury, family, beauty, or comfort. What's essential is that this narrative genuinely reflect your brand credibility. Consider the brand Louis tan as example, known for its luxury handbags and apparel that retail for thousands of dollars. Louis Hotan has built its brand around exclusive and luxury. Never offering sales or discounts and not operating any outlet store. This strategy reinforces their image as an exclusive brand. If Louis Wotan sadly offer discounts to boost sales, it would undermine their established identity and appear in authentic. Being authentic is must. Now let me tell you how you can be authentic. First thing you need to do is be passionate about your brand or product. In the book purple Cow Godin argues that passion for your product or idea makes your story more contagious. When you genuinely believe in the value your product offers, it naturally come across in your marketing. This enthusiasm can significantly influence how consumers perceive your product. Second thing you need to do is understand the product from a consumer's perspective. If you are not naturally passionate about the product you are marketing, then try to weave it through the eyes of someone who loves it. Advertising icon David O gel recommends using the product yourself. This hand on experience helps you understand the benefits and nuances of your product, enabling you to create more authentic and compelling stories. Third is create a authentic advertising campaign. Here are a few practical steps to create more authentic advertising campaign. Number one, align with your brand's trust. Ensure your marketing message are consistent with your brand sore value and identity. Number two be transparent. Honesty in your marketing build trust, award aggression or misleading claims. Number three, show genuine enthusiasm. Let your passion for the product shine through in your messaging. This can be more persuasive than polished out dated advertisement. By following these step, you can create marketing campaign that genuinely resonate with your audience, fostering trust and loyalty. Authenticity in your storytelling can set your brand apart in a crowded marketplace, making your message not only heard, but also believed. The next video, you will learn how to be cohesive to leave a good first impression. Let's jump to the next video. 22. How to Be Cohesive: To ensure a strong and consistent brand persons, it's essential to maintain cohesion across all elements of your branding. This means that every aspects of your company's interaction with customers should align with your brand story. Seth Godin emphasized that every department is a part of marketing as consistent actions or messaging can undermine the overall brand perception. Consider the impact if the president of the company publicly used a competitor's products. Such an action would likely damage the company credibility and customer trust. Therefore, it's crucial to wave your authentic story into every possible customer interaction. This consistency helps ensure that regardless of which encounter forms a customer's first impression, it aligns with your brand's intended message. Let's understand in a better way with a job application process example. Imagine you are applying for a job. To make a good first impression, you need to present a cohesive image. This means being authentic and professional while showcasing your actual skills. Your resume design cover letter language, social media profiles, e mail, correspondence, and interview dress should all convey a consistent story. A cohesive presentation increase the chance that the hiring manager's first impression of you is one you intended to portray. To effectively turn strangers into customers, it's beneficial to have a structured marketing plan. Alan Dib in the one page marketing plan argued that many small businesses fail due to a lack of clear marketing strategy. He outlined a method that can be broken down into three phase. So let's see each one. Number one, awareness. This phase involves making prospect aware of your product and generating interest. In this phase, there are three key steps included. Number one, identify your target audience, know who your potential customer are. Number two, develop your message, craft a story that resonate with your audience. Number three, choose the right medium. Determine the best channel to reach your audience, such as social media e mail or advertisements. Phase number two familiarity. In this phase, leads, means who have shown interest in your product need to be nurtured. This involves capturing contact information, get leads to sign up for newsletters or create accounts. Delivering values, provide valuable content or offer to build trust. Building trust, engage with leads regularly to keep them interested and connected to your brand. And phase number three enthusiasm. When leads become customers, the goal is to turn them into enthusiastic advocates. This include providing extraordinary experience, ensure your product and customer service exceed expectations. Encouraging repeat businesses offer incentives for counted purchase. Generate word of mouth referrals. Happy customers are likely to recommend your brands to others. This is how by focusing on authenticity and cohesive story telling, you can ensure that every encounter with your leave a positive on your customers. Remember, the goal is to create a favorable impression that align with your brand story, building long term trust, and loyalty. That's all I wanted to say for this video in the next video, you will learn about personal connections and how you can leverage in marketing success. Let's jump to the next video. Oh 23. The Power of Personal Connection: Hey, there, in the last video, you'll learn about being authentic and cohesiveness. Well, even if you have done everything right in terms of authenticity and cohesion, sometimes a customer's first impression might still be negative. This could beat you to a bad mood or an off moment during an interaction. When this happened with your brand, your brand genuine personal connection can be the remedy. Godin emphasized that personal interaction are essential for building authentic relationship with customers. These interactions could come from recommendations, pleasant conversations with employees or friendly phone calls. Godin suggests moving away from scripts and generally connecting with your customers to cut through the noise and leave a lasting positive impression. One of the most effective way to make your marketing more personal is through exceptional customer service. The author of raving fans discuss in their book how creating superior customer service can set companies apart. They outline a five step plan to achieve this. Let's know each one by one. Step number one, define your ideal customer service experience. Know what kind of service you want to offer. Number two, discover your customer's idle experience. Understand what your customers expect and desires. Number three, integrate your vision with their needs. Align your customer service practice with customers expectations. Number four, build an effective and consistent system. Ensure your customer service process is reliable and consistent. Number five always exceed customers' expectations. Go above and beyond to delight your customers. Another powerful tool for creating personal connection is through influent sponsorships. Social media influencers have become a key player in marketing due to their ability to connect with their followers on a personal level. Followers trust influencers and often share their world views. When an influencer recommends a product, their followers are more likely to try it because they trust the influencer's opinion. For instance, consider beauty brands partner with popular makeup artists on platforms like Instagram and YouTube. These influencer demonstrate product in their tutorials, providing personal and authentic endorsement that resonate with their followers. This method adds a personal touch to marketing that traditional advertising often lacks. Let's see a few brand case studies to understand much more better. Customer service excellence by Japo As I already mentioned in the previous video, Japo is famous for its exceptional customer service. The company empowers its customer service representat to do whatever it takes to make customers happy, whether it's offering free shipping, refund or even surprising gifts. This dedication to outstanding service has created a loyal customer base and set a high standard in the industry. Influential marketing success by Daniel Wellington. Daniel Wellington, a watch brand successfully use influential marketing to grow its brand. By partnering with Numerous influential on Instagram, the company was able to reach a vast audience quickly. Influential share Stylish photo featuring Daniel Wellington watches along with discount codes for their followers. This strategy not only increased brand visibility, but also draw sales and built a community of loyal customers. Making a good first impression is crucial, but when things don't go as planned, personal connection can save the day. Authentic and positive personal connections can turn a bad first impression into a lasting favorable relationship. By focusing on exceptional customer service and leveraging the trust and reach of influencers, you can create meaningful connections that resonate with your audience and foster loyalty. Well, that's all I wanted to say for this video, let's jump to the next one where you will learn how to tell a story so that audience believe in it and engage with it. See you there. Oh. 24. How to Tell a Believable Story: Hey, there, by now, you must have known the importance of having an authentic cohesive story, that resonate with your audience across all points of contact. But finding a believable story is just as crucial. Godin wants that while it's essential to craft compelling narratives, it's equally important not to get carried away. Marketers are not just selling a product. They are selling a story and a feeling associated with that product. When you market to a specific world view, you are essentially telling your story to people who are already inclined to listen. This can create opportunities for marketers to take advantage of consumer's expectations and desires. However, Godin strongly advise against deceiving consumers through your story telling. There is a fine line between telling a persuasive story and committing a fraud. Understanding this difference is important for ethical marketing. Let's explore the difference between these two along with some examples to illustrate each concept. Seth Godin define a term called Fibs. Fibs are stories that stretch the subjective truth. If AFib is believed, it doesn't harm the customer and enhance your product. Usually, AFib stretch the truth about how a product will make a customer feel. If you tell AFib, your story believes it. If you tell AFib and your customer believes it, it becomes true. Godin notes that it's okay to fib part of your story, as long as it benefit both you and your consumers. Let's take Giorgio idle as an example. Idle is a glass blower who specialize in wine glasses. People, even those in the wine tasting community, believes his glasses improve the taste of the wine. Idle estori is that a good wine deserve a luxury vessel for a better tasting experience. Align authentically with his product hand crafted wine glasses. People believe that wine taste better in a idle glass, despite no factual evidence to back up this. Their belief in the product improves their experience drinking wine, so the story benefit both Ridle and his customers. It's a common fib in the wine tasting community, that the right wine glasses can improve the taste of wine. Recent studies may lend some support to this fib. One Japanese study suggests that the shape of a glass can influence taste, while another study shows that visual perception can affect taste. These findings hint at the possibility that there is some truth to idles claim. Goodin advise for marketers to have an integrity and be honest and authentic with their customers. His popular idea of permission marketing means advertising to someone who has given advanced consent, put more power into customer's hand. This seems contradictory to his approval of fibbing, but he defined fibbing as bending the truth or telling an important lie, which leaves much to the marketer's sense. However, this flexibility could be abused. Where do you draw the line between fibbing and committing a fraud, and who determines this line? Two organizations that differentiate the line between FIPS and fraud are the Federal Trade Commission, FTC, and the Institute for Advertising ethics, IA E. Both organization Eco godans claim that product should not cause harm to consumers, including physical, psychological, and financial harm. Appropriate scientific evidence should be cited to backup advertising claims. The IAE also notes that it should be clear to consumers that they are viewing an advertisement. In other words, don't show or patent your ad as news or editorial content. In general, the FTC and IAE advise marketers to be honest with consumers. Fake harmful claims can result in legal actions, so it's crucial to maintain transparency and truthfulness in marketing practice. Seth Godin explains that the fraud involves stretching the objective truth with claims that can be proven false. Unlike AFib a customer's belief in fraud doesn't make it true. While FIP can enhance your product, fraud hides the fact that your product is not good as you are claiming it is. Telling a story that is not mutually beneficial to you and your customers is considered fraud. Godin also notes that fraud is not only an ethical, but also a poor business strategy. If you sell a product that harms your customers, you will soon run out of customers to buy it. For instance, the women's wellness brand coup face a lawsuit over claims that their reginal eggs could balance hormones and regulate men's sutteral cycle, and that their flowers assens could cure depression. These claims were not scientifically back it and cause harm to customers who believed them, resulting in a well lack $45,000 settlement. There is a fine line between fibbing and committing a fraud and marketers can easily cross it. As a consumer, how can you tell if a product is actually do what it claims? Godin propose a simple two question test to determine whether a marketer is telling AFib or committing fraud? So question number one, imagine you are the marketer. If you had their knowledge about the product, would you buy it, number two, imagine you buy and use this product? Would you feel happy, you about it, or would you feel cheated? Goodin acknowledge the thin line between FIB and frauds that marketers can cross and advocate for ethical and honest marketing. However, he placed the burden of responsibility on the consumers to differentiate between FIPS and frauds. His test is somewhat undeveloped as its challenge for consumers to know what the marketers know or the negative effects a fraudulent product might cause. For instance, a recent investigation revealed thousands of unsafe and fake products listed on Amazon. Beyond Godin's general question, here are more specific tactics to avoid fraudulent product. Number one, look for authorized sellers. Consider buying directly from sellers site rather than buying from third party site. Number two, search for reviews online. If you see many one star review, it may be assigned to avoid the product. Conversely, if a product has most five star review with little commentary, it could be due to fake reviews. Number three, compare products. Look at other similar product. Is there significant price variation? Does the shipping cost seem reasonable? Number four, contact the seller, if you are unsure, try reaching out to the seller beforehand. Now let's summarize this video. Godin emphasize the importance of telling a believable story while maintaining ethics in marketing. Differentiate between fibs, which stretch the subjective truth without harm and frauds, which are objectively false claim that can harm customers. Marketers should strive to be authentic, cohesive and ethical in their storytelling. Consumers, on the other hand, should remain vigilant and use practical tactics to protect themselves against fraudulent products. 25. How to Handle Competition: Hey, there, welcome back. In this principle, you will learn what you can do if your honest and authentic story fails. This principle cover common obstacles in marketing and how to turn them into advantage. First, let's learn how to handle competition. Competition is something that is inevitable in any marketplace, and keeping this in mind, our thinking, how can your marketing remain authentic when many other marketers are also striving for authenticity? What if someone is already telling the story you want to tell? Well Godin offer a few strategies to handle competition. Let's see if those first. Strategy number one, tell a similar story in a different market. If you are struggling to develop a unique story, God in suggest borrow a successful story from a different market and adapt it to your product. This involves identifying an existing world view and narrative that resonate well in another context. Then apply it to your new product. The trick is to mimic the strategy of someone in a different market with a different product. But first, you need to identify your competitors. Dntifying your competitors help clarify where to look for inspiration and when to target a different world view. Conducting a competitor analysis allow you to understand your market position and differentiate your story. Competition can be categorized into three types. Types number one, primary competition. These are the companies or individuals that come to mind first when you think of competitors. They are offer a similar product or service to the same audience. Example, Wendy's and McDonald's are primary competitors because they both offer fast food to a similar customer base. Type number two, secondary competitors. These competitors offer similar product, but to a different audience or at a different quality levels. Example, Tiffany is a secondary competitors to key jewelers. Both sell jewelry, but Tiffany targets a high end market while key jewelers target a more mass market audience. And number three tertiary competitors. These are loosely related to your company or industry, and do not pose a direct threat unless they decide to enter in your market. Example, get a aid and under Armor are tertiary competitors. They address a similar world view focused on athlete excellence, but they don't directly compete unless Under Armor decide to create sport drinks. Now let's see a few strategies which will help you tell a similar story, but in a different market. Number one, adapt successful stories. Find successful narrative in other markets and adapt them in your own. This could involve examine marketing campaigns in unrelated industries that have resonated well with their audience. Number two, perform competitor analysis. Primary competitors, study their marketing strategies, customer engagement, and brand positioning. Secondary competitors, look at how they differentiate themselves and what make them appealing to their specific audience. Tertiary competitors, monitor their activities and be aware of any potential move into your market. Number three tailor your approach. Develop a marketing strategy that differentiate your product while resonating with your target audience worldview. Use the insights from your competitors analysis to refine your history and marketing tactics. By understanding and leveraging the competition, you can craft a more effective and authentic marketing story that resonate with your target audience and set you apart in the marketplace. Well, that's it for this video, let's continue this segment in the next video, where we will learn the second strategy to handle competition. 26. Tell a Better Story for a Different Worldview: When entering a market where a competitor already has a successful story, don't attempt to outdo their narrative. Instead, Godin advised telling a different story to a different world view. If consumers have embraced a competitor's narrative, they are unlikely to change their bias. Thus, the key is to craft a different story that appeal to a separate set of values or a belief. Let's understand this with Tesla example. Tesla succeeded with its luxury electronic vehicle by targeting a world view that values luxury and technological innovation, rather than slowly focusing on environmental benefits, which was the primary angle used by other manufacturers. You should also learn from your competitors, and for it, let's know few marketing advice from some of the best marketing expert. Advise number one, define your brand uniquely. Rs and Jtorot advise in the 22 immutable laws of marketing. Define your brand in one word and avoid using another brand's word. This helps in creating a unique brand identity and prevents strengthening the association with a competitor's brand. Advice number two analyze competitors add by David galv. Study your competition advertisement. Adopting or adapting proven techniques can be advantages as it leverage strategies that have already shown success in other industries. And number three, experience competitors firsthand, visit your competitors store or website to understand their customer experience. Evalut their employee interaction. Were the employees friendly and helpful store atmosphere. Was the ambition appealing and conducive to a good soaping experience, website design. Did you like the color scheme and layout of their website? Strength and weaknesses. Identify these can help you craft a better consumer experience and a compelling story. By telling a different story that align with a unique world view, you can curve out N in the market and attract a loyal customer base. This approach not only differentiate your brand from competitors, but also foster a deeper connection with your target audience. Well, that's it for this video. Let's continue this segment in the next one. 27. Tell a Story to a Niche Within an Existing Worldview: To stand out in a competitive market, consider targeting a more specific subset within a larger world view. Godin suggest that because people often hold multiple sometimes conflicting world views, you can successfully narrow down an existing broad audience to a find NH. Let's understand this with Spotify example. While music streaming service like Spotify and Pandora appeal it to a broad world view. That access to a library of music is preferable to owning individual music files. Spotify found NH within its market by focusing on personalized playlist for every mood. This narrow focus, help it spotify differentiate itself and attract a dedicated user base. Now let's see few tips to create a new Niche. There is a book Blue Ocean Strategy. The author of this book offer strategies for creating and contested market by identifying what makes your product unique. Here are some tactics inspired by their approach to help you curve out Niche in a innovative market. Number one, consider price and performance. Evolut customer priorities, determine what motivates customer to invest in a higher quality products and which feature seems less important to them. This insight can help you tailor your product to meet their specific needs. Number two, target under served buyers, identify different buyer roles. There are typically three types of buyers, the one who authorize the purchase, the one who set up the product, and the one who use the product. Assess any of these group are neglected in the current market and try catering to their unique needs. Number three, balance emotions and functions. Appeal to different customer preferences. If your market usually emphasize functionality and logic, consider adding an emotional element to create a more engaging customer experience. Your market focus on emotional appeal, incorporate logic and functional aspects to attract a different segment of customers. To effectively tell a story to NIH within an existing world view, follow these steps. Step number one, identify the larger world view. Understand the broader market narrative and the general beliefs or values that unite the larger audience. Number two, find the niche, look for a specific subset within this broad audience that have unique needs, preferences, or behaviors. This could involve demographic, psychographic or behavioral segmentation. Number three, craft a unique narrative. Develop a story that resonates specifically with this Niche audience. Ensure that your narrative address their unique needs and differentiate your product from competitors. Number four, leverage Niche channels, use marketing channels that are popular with your niche audience to ensure your message reach the right people. This might include a specialized social media platform, niche blogs, or targeted advertising. Number five, iterate and adapt. Continuously gather feedback from your Niche audience to refine and adapt your story and offerings. This will help maintain relevance and deepen your connection within the audience. By focusing on NIH within existing world view and creating a compelling unique narrative, you can effectively differentiate your brand and attract a loyal customer base even in a crowded market. Well, that's all I wanted to say for this video. Let's jump to the final video of this segment. A 28. Tell a Story to an Evolving Worldview: Strategy number four, tell a story to an evolving world view. Adapting to an evolving world view can give your marketing a significant edge. By predicting how a current world view might change, you can frame your story to resonate with the future preferences and belief of your audience. This way you can potentially outperform your competitors. Perhaps you should predict the evolution of world views, and this requires creativity and willingness to take risk. To enhance your ability to innovate and predict, consider these strategies. Number one, generate lots of ideas. Practice imagination. Innovators often come up with numerous ideas. Not all of them will be good. The key is to keep using your imagination and questioning the status quo. In originals, Adam Grant emphasized the importance of generating a large volume of ideas to increase the likelihood of innovative solution. Number two, broaden your horizons. Exposure to a new perspectives. By exposing yourself to diverse ideas and perspectives, you can find inspiration and make more accurate prediction. Phillip Tetlock and Dan Gardner in super forecasting suggest that broadcasting your origon helps generate ideas from different vow viewpoints. Number three, reverse engineering solution. Start with conclusion. Begin with the solution your product offer and work backward to identify the steps need to get there. Apply reverse engineering to understand how past world view have evolved, which can help you anticipate future changes. Number four, attack your own conclusions. Challenge your ideas, critically evaluate your prediction by considering counter arguments and alternative scenarios. This approach can help you refine your prediction and enhance their accuracy. It's important to understand that innovation is not a single event, but an ongoing process. By continuously refining your ideas and adapting to new information, you can stay ahead of the curve and effectively tell a story that resonate with an evolving world view. Well, that's all I wanted to say for this segment in the next video, you will learn how to interpret failures, how to analyze and study what went wrong so that you can increase your chances of success in the next attempt. Let's jump to the next video and start your new segment. Oh. 29. What's Next: Hey, congratulations. You have just completed this class, and I hope you are feeling inspired and ready to start weaving compelling stories into your marketing strategy. But the journey doesn't end here. In fact, it's just the beginning. If you found this class valuable, then you are going to love the next one in our story marketing series. It's called Brand Storytelling with C hat GPD. Which you will learn the seven step framework to create your brand story and with the help of C hat GPT AI, I will show you several examples of great and compelling brand stories that resonate, inspire and connect with your audience. You can start this class right away by clicking on the link in the resource section, or you can also find this class on my profile. Before you go, I would like to ask you a small favor. If you found this class helpful and it meet your expectations, please leave a review. Your review would mean the world to me and to future students. View help others discover the class and make the right choice for their learning journey. Thank you so much for being a part of this journey. It's been a pleasure guiding you through the fundamental of story marketing, and I can't wait to see how you apply these insight into your brand. Well, I look forward to seeing you in a brand story telling with Chat GPT. Till then, take care bye bye.