Teach don’t Preach

Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide

In Duct Tape Marketing, chapter 5, it covers that a business should produce marketing materials that educate. The one section that really stuck with me was the use of a marketing story. People have been using stories to convey historical events, lesson, and thoughts since time has been recorded. People have used stories to help people relate to an idea. In the book Jantsch lists how a business can use their own story to connect to their stakeholders and customers.

The use of a story can educate the customers of what the business stands for, history, or even how they have developed their products. By using an educational story of why a business exists and how the product can change lives, this story can trigger emotions. Studies show that customers buy on emotions, the deeper the emotion the more connected they are to the brand. This emotion also embeds a memory, the more the customer can relate with the story the better they will remember your product to fill a need in their life.

In the end, a business needs to teach their customers what their values are, and how they will help them fill a void. Marketing stories can trigger emotions and memories, but they need to know what these emotions and memories are tied to. Just talking about how great a product is, in of itself isn’t a bad thing, but an educated buyer will be more apt to be a repeat buyer.

Jantsch, B. J. (2006). by John Jantsch Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide (text only)[Paperback]2008. Thomas Nelson.

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