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Casey Hibbard
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Mar 15, 2010
Ardath,
I appreciate this post. I had an a-ha! I'm making some changes to my site and was not approaching it from the full lifecycle perspective. So, thank you!
Casey
B2B Website: a Marketing Tool or a Sales Tool?
Last month I wrote a post, Most B2B Websites Still Suck Wind, that got some interesting response. The idea for this post comes from an excerpt of a comment submitted by Michael Selissen: "But it seems the lack of interest by companies in their websites is a symptom of a larger and more serious i...
Sean, thanks for the opportunity to discuss the "stories are mainly dead in marketing" debate! I'll bite.
Maybe I'm constantly looking, but I see stories everywhere in marketing: GEICO, eHarmony.com, Visa, HP, Ford, Pfizer, SAP, The Humane Society, and the list goes on. From small to global, companies are telling stories in print, online, on the radio, and on TV.
But what's changed is who's telling the stories. It's now not so much stories crafted by creative marketers and advertisers as it is authentic, customer-told stories. Consumers are more skeptical than ever, and companies realize the power of organizing happy customers to tell their stories for them. So less polish, more authenticity.
Watch, look and listen and you'll see storytelling everywhere.
Casey
The Lost Art of Storytelling Explored
Many people who work with us at Agent Wildfire understand my love of our local bakery-restaurant Artisano's, it is the ultimate boutique bakery-meets-cafe of West Toronto. Don't get me rolling on my love for this establishment. You can just tell the people running the business have a passion f...
Drew,
Thanks for the nudge today. It was much needed. I particularly like the quote!
Best,
Casey
Be not afraid
I spent the day on Friday at the Maximum Impact Simulcast, listening to the likes of Tony Blair and John C. Maxwell talk about leadership and courage. It’s inspiring. It makes us want to be our best self. Who doesn’t want to be seen as an amazing leader? I think it’s natural after spending ...
Excellent points! Customer stories play 3 important roles for startups, or any company for that matter. They provide credibility (real customers that are happy), education (here's how it works) and validation (show a specific impact).
Thanks for the related links too.
Casey Hibbard
The Importance of Storytelling in Marketing
This week I was reminded of a proverb an IBM marketing exec, Sandy Carter used to have in her email signature: Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever. The most common problem I see in smaller companies is the...
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