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« Working the New Marketing Model | Main | Deluged! »

May 17, 2012

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Liz Walker

We are finding there is a difference between what we call the Marketing Story, and the case histories we use. The case history format that works best for us is simple: problem, solution, results. People seem to want very little detail, and just the bottom line (which when you think of it is sort of nuts – why not milk us for all the great ideas you can steal?). The stories are different, and we use them for a different purpose. We try to put personal detail, emotion, and a good narrative in the stories. They let us say things that don’t really belong anywhere else in the marketing plan: how a mother’s cleaning recipe helped us found a company; how the partners met; ideas we tried that bombed, but that sparked others that worked. People love reading them and find a personal point of contact when our clients can’t be there in person.

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