It’s About Building a Community


Yesterday was the 10th anniversary of Michael Jackson’s death.

So the TV talking heads spent a bunch of airtime debating whether it’s OK to enjoy the King of Pop’s music.

The debate goes like this…

On one side are those who cite allegations that Jackson molested children. You can’t separate the art from the artist, they argue. If the artist is a criminally perverted creep, you should reject his art.

On the other side are those who say the art should stand on its own. Michael Jackson created beautiful music that made/makes people happy. Sure, he might be a creep. But that doesn’t mean you should deprive yourself of his art.

Interesting debate.

For some, the quality of the product trumps all other concerns.

For others, the qualities of the creator/vendor cause people to shun an otherwise appealing product.

So it goes in mass entertainment.

So it goes in business.

You’ve created a great product or service. Better than others. Perhaps the best.

Some prospects will weigh your product against other options and choose yours…

…no matter what…

…because it’s better.

But like it or not, others will judge your product or service not just on its merits. They’ll also judge you and your people.

They’ll consider: Were they nice when I spoke to them? Did they make me feel comfortable? Do they care about me or do they take me for granted? Do they value me when I purchase, or am I just another transaction, an anonymous noone with a customer ID number? Are they likeable?

All of that stuff matters.

Not to everyone. But to enough people that it will affect your business.

Marketing is not just about attracting a prospect and closing the sale. It’s about building a community of prospects and customers who know, like and trust you.

That’s why it matters…

…What you say and how you say it when you pick up the phone…

…How you say thank you when the deal gets done…

…What you do to deliver value to prospects and customers before and after the sale…

…How you demonstrate that you care and don’t take customers for granted.

Sure, you can ignore all that stuff and just let the product or service stand on its own merits. You’ll sell some.

But those who believe you can’t separate the art from the artist (and there are plenty of those people) — They’ll turn elsewhere even if that means depriving themselves of your great offering.

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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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

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