MARKETING SHIFT FOR 2020- BUSINESSES CAN’T IGNORE
There is a marketing shift for 2020 that businesses can’t ignore. Solopreneurs, entrepreneurs, anyone owning a business must be aware of this marketing shift. Our guest, Jennifer Cunningham shares with us how a story needs to be part of your marketing strategy. It is not quite what you think. Hear how she became a certified story coach and how to create a story for a business.
00:00- Bio – Jennifer Cunningham- President – Project Freedom Formula
2:10 – Jennifer tells us her life journey and when she first thought about having her own business
3:20 – We hear how Jennifer worked in the corporate world and how she navigated her career so she could start her own company but continue working part time in the corporate world. Her path was not very linear and had some major setbacks and challenges. Fighting cancer gave her a zig in her journey but ultimately lead her know h
WORKING PART TIME IS A GOOD MODEL TO START A BUSINESS
5:12 – Jennifer explains how she worked part time to start her side hustle that would morph into her business.
6:09 – Penny talks about how working part time when starting a business is a good model. It elevates stress and you have more time to sort out your business.
HOW TO GET YOUR CURRENT EMPLOYER TO LET YOU WORK PART TIME
7:30- Penny explores with Jennifer was able turn a full-time position into a part time position. Plus, how this model would be good for millennial’s and people over fifty.
10:40 – We hear how Jennifer was able to address the change from full time to part time with her employer. Plus, how good it is to have the luxury of time to develop a new business.
MARKETING SHIFT FOR 2020 BUSINESSES CAN’T IGNORE
13:26 – How there is a marketing shift for 2020 that new businesses and old businesses need to understand.
13:51 – This is a discussion how businesses waste and enormous amount of money, time and energy on marketing. Plus, some pitfalls and how people buy products after they read the words. Also, businesses need a framework to clarify their message, so customers listen.
15:49 – More discussion on the framework to get customers to pay attention.
HOW A STORY CREATES A MEMORY
16:37 – Penny talks about a podcast by Hilary Rushford, podcast #27 which is a perfect example of telling a story understanding exactly what her listeners, clients can relate to.
HOW POWERFUL A STORY CAN BE FOR A BRAND
17:40 – Another perfect example is shared by Jennifer. It shows how powerful and memorable a story can be.
HOW STORIES AND KEY WORDS WORK TOGETHER
18:34 – Penny jokingly talks about how she is programmed into thinking everything must have a number with steps because of key words instead of telling a story. There is a discussion on how key words and stories work together.
THE STORY IS NOT QUITE WHAT YOU THINK IT IS
19:38 – Jennifer reminds us that we are not the hero of the story and explains further the paradigm shift. We need to be cautious about not talking about ourselves but instead the transformation your client will go through. It is critical your client sees themselves in the story and we express empathy for their problems.
WHAT YOU MUST CONSIDER WHEN CREATING YOUR CUSTOMER’S STORY
23:55- 6 Things TO Consider When Writing your Customer’s Story
- Ask yourself what transformation your customer will go through
- What are their main their problems?
- What would success look like to them?
- What kind of support do they need?
- What kind of guide do they need?
- What steps do they need to take to get the transformation?
A STORY IS PART OF YOU MARKETING STRATEGY AND BASE FOR A SALES FUNNEL
24:59 – Once you write the story it brings clarity to all your content, emails, sales conversations and how it is all about the customer. This is the foundation for your sales funnel.
WHAT IS A CERTIFIED BRAND STORY GUIDE CAN DO TO GROW YOUR BUSINESS?
26:08 – How the brand story is part of your strategy and how a certified Story Guide can lead you to the right story.
27:25 – It is explained how a certified Story Guide can give you clarity. Plus, how long the story should be and again how key words fit in.
THREE TAKE AWAYS FOR THE MARKETING SHIFT FOR 2020
27:30 – Jennifer goes over the three main takeaways, so we have better understanding
JENNIFER’S SPECIAL MESSAGE
32:49 – our guests’ special message to our listeners
HOW TO CONNECT
LINK TO GIFT:
10 WAYS TO STAND OUT AS THE GO TO EXPERT IN YOUR FIELD
LINK TO BOOK: Donald Miller- Building a Story Brand https://www.amazon.ca/s?k=book-+donald+miller&ref=nb_sb_noss
LINK TO HILARY RUSHFORD’S PODCAST:
Please note it is episode #29 NOT #27 – Steps to Feel Better in 1 Day
OUTLINE OF JENNIFER’S THREE TAKE AWAYS:
Most businesses waste an enormous amount of money, time and energy on marketing.
They follow the latest guru and try to implement all the things, or they do it themselves and it’s all over the place, or they hire some expensive graphic designer or web designer and don’t see any traction. The reality is that people buy products after they read the words that make them want to buy those products. You need to have a FRAMEWORK you can use to clarify your message, so customers listen.
STORY is a great framework for getting your customers to pay attention and its a great way for you to clarify your message when talking to potential customers.
The average brain spends about 30% of their time daydreaming, except when they are engaged in a story. Story is the greatest weapon we must combat noise because it organizes information in such a way that people are compelled to listen.
.You are not the hero of the story
This is a big paradigm shift for many business owners who feel that they are there to save the day, solve their client’s big problems etc. But if you think about it – heroes are not the strongest character in a story – they must go through a challenge. The GUIDE, however, is the one with the most authority. You story – and you marketing messages MUST focus on the hero’s journey and solving their problems.