“Tell me a story” “Be exceptional”
Those are two key messages that should be branded on the brain of every marketer on Earth.
The first, “Tell me a story” comes from the incomparable Don Hewitt, the creator of the longest running show in television history, 60 Minutes.
The key to the success of 60 Minutes is great stories. Why? Stories resonate with people.
Marketers need to tell great stories.
Need a resource to help you craft your brand story? Check out Communication Strategy Group.
The second key message is “Be Exceptional.”
For a great background on this, read Seth Godin’s book, Purple Cow.
I’ll say this another way.
Let’s say we grade B2B websites on a scale of 1 to 10, with 1 being awful and 10 being excellent. You might think you need to be a 10. But with a 10, you’ll be a beautiful brown cow in a sea of brown cows and no one notices.
No, Mr. or Ms. B2B Marketer, you need to be a 12.
How do you get to be a 12? You need a whole company effort.
- How can we create products that people MUST have?
- How can we package those products so people LOVE them?
- How can we talk to people in a way that they WANT to tell other people?
I lived this. My website, Find New Customers, was very customer centric. I lived their problems. But then I realized identifying with their pain was not good enough. I need to grab their attention and hold tight.
What everyone kept telling me was that my content was simple. I realized that people looking for lead generation were confused by the massive amount of people talking about it.
My new tagline became “We make lead generation simple.” My hope is that I’m now a Purple Cow.
For companies looking to optimize each marketing campaign in b2b lead generation who wish to improve the way they acquire customers, Find New Customers is the place to go. CSO Insights says companies need to improve the way they generate leads through great lead generation campaigns and implement processes for business to business lead generation.
Jeff Ogden, the Fearless Competitor, is a demand generation expert and sales leader, as well as the President of Find New Customers, a lead generation company, who makes lead generation easy. Businesses leverage database marketing to optimize their lead generation campaigns and continually publishes the best lead generation ideas, so his readers can determine the best lead generation strategy to find new customers.