If You Own a Business,
You Should Know This
Regardless of what industry you're in or what product or service you sell, more than 95% of your competitors (and probably you as well) are all selling the same way: on price, product or service. And since it costs twice as much today (in marketing dollars) to get you half the results compared to 15 years ago, maybe it's time to revisit your current marketing initiatives.
You can only compete so far on price.
You and everyone you know are bombarded by 5,000+ marketing messages every day. There is a tremendous clutter factor, and it is only accelerating.
To put this in perspective, the internet now produces as
much information every two years as the rest of human history combined.
The results? Buyers are desensitized, distracted, and even show hostility
towards traditional sales and marketing efforts. And surveys indicate that these attitudes are only worsening.
If you sell B2B, your prospect
is bombarded even more
intensely. There are
salespeople trying to sell
them everything from
insurance to office supplies.
So how do you cut through
this enormous, thick fog and
actually hit your target?
BUILDING YOUR CORE STORY
Marketing Is A Science, Not An
Art Form
By it’s nature, an education-based approach to marketing and sales combats
just these issues. In fact, these “problems” can be blessings in disguise. This
disorienting barrage of overwhelming options ensures that when a company
actually distinguishes itself authoritatively from the pack, buyer’s flock to
that clarity and expertise.
Using an education-based platform with hard-hitting "WOW" data allows you
to capture greater attention while simultaneously establishing yourself as an
expert, authority, and educator—at once bringing more prospects in the door
and fostering the trust and rapport that are essential for turning those
prospects into closed sales.
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IT'S POWERFUL, AND IT WORKS
Here's a brief example of how a Core Story performs when compared to
traditional sales and marketing methods. Let's say you are in the market
for a new family car and you visit two dealerships:
Dealership A -
Traditional Sales Approach…
"This vehicle seats seven and has terrific safety features. It handles
beautifully on the road and gets great highway mileage. It looks really
sleek and is priced to meet your budget!”
(Note this is all PRODUCT
data.)
Dealership B
- Using A Core Story…
”Oh, you have children? Then you’re definitely at the right dealership.
You know, of course, that auto accidents are the single highest cause of
death in children and young adults. You didn’t know that? Oh yes, it’s
crazy that so few people think of safety when purchasing a car,
especially considering how poor the safety features of most cars are. It’s
shocking how many cars are rolling death traps. Actually, if you’re
interested, I can quickly take you through the 5 most important things
you should know about car safety while you’re looking to buy a new
vehicle.” (Note that this is all MARKET data.)
So, are you only fixated on price and mileage, or are you more
concerned that you and your children might be driving around in a
death trap? Let's face it, if we all bought on price alone everyone would
be driving an entry-level Hyundai. In short, you must
MOVE your
audience and you must
ENGAGE them with hard-hitting, factual data
that appeals to their concerns.
How One Of Our Clients
TRIPLED Their Leads With This Brochure
Core Story
Hitting The Global Pains
-Core Story-
Giving Solutions
-Core Story-
Positioning Your Company
-Core Story-
Example Of A Powerful Core Story Ad
-Core Story-
Core Story White Paper
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