How 1 Pic and 3 Words Transform A Boring Log Into a Romantic Tale
My friend Cabanne Howard (a great marketing strategist) sent this picture to me the other day…
It’s a closeup of this Duraflame log…
Cabanne thinks it’s a great example of story-powered marketing.
And she’s right.
Feeble marketing focuses on features.
Better marketing focuses on benefits.
The best marketing — story-powered marketing — promises transformations.
A Duraflame log features sawdust and renewable agricultural fibers mixed together with wax and other combustibles to form a “log” wrapped in easy-to-light paper.
The benefits: Light it with one match. No newspaper, lighter fluid, or other fire-starting aids required (less hassle!). It generates a warm glow and warmth for 4+ hours.
So…that’s all well and good. But what’s the transformational story? What makes this message so effective?
Imagine this…
Another weekend night at home. Cooped up in your COVID cocoon.
You and your honey sink into the sofa, grab the remote, and — yet again — search for something to see on Netflix.
On most nights, your honey falls asleep halfway through the latest episode of…whatever.
But tonight, your honey puts a Duraflame in the fireplace and fills the living room with that warm glow…
…that romantic, warm glow.
“Tonight’s the night!” (Fade to black.)
You may roll your eyes at the melodrama.
But one picture and three words on that Duraflame package DO tell a powerful story that elevates the marketing message beyond benefits (yawn!)…
…to transformation (yeah!).
One picture and three words: Transform just another night of television into a romantic night in front of a glowing, long-lasting fire.
Tonight’s the night.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics to Transform Your Content from Ignored to Adored.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
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