A01=Greg Stone
Advertising and Sales
Author_Greg Stone
Branding
Business: Business Communications
Business: Marketing
Category=KJSC
Customer Service
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
Executive Presence
Logistics)
Making Your Company the “Hero”
Messaging
Podcasting and Radio
Social Media
Storytelling
The “Villain” as Business Challenge (e.g.
Video
Product details
- ISBN 9781440864773
- Weight: 595g
- Dimensions: 156 x 235mm
- Publication Date: 07 Dec 2018
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Hardback
Secure
checkout
Fast Shipping
Easy returns
Whether you are branding your company, your product, your service, or yourself, learn to boost the power of your story and convey a compelling message in any setting by incorporating villains, victims, and heroes.
Compelling stories exalt, motivate, and acculturate every worker in an enterprise. They also attract customers and media alike. Imagine an elderly man, snowed in, unable to shop for groceries until a supermarket comes to the rescue and delivers his food. The story of this company going out of its way to help a customer in need will resonate not only with consumers but also with employees.
This book explains not just how to tell a captivating story, but also what elements—namely, villains, victims, and heroes—it should include in the first place. This approach is based on the notion that in business messaging, the villains may just be your best friends. The "villains" are simply any problems that cause pain, discomfort, or extra expense for customers, who are in effect the "victims." As for the "heroes," they are best illustrated by the supermarket going beyond expectations. Who in business wouldn't want to emulate that company?
If your products and services offer real solutions to customers' predicaments, there is nothing more powerful than communicating that message and making sure your potential customers remember it.
Greg Stone, founder of Stone Communications, is a highly sought after media strategist whose clients have included Fidelity, IBM, 3M, and Harvard University. He is author of Artful Business: 50 Lessons from Creative Geniuses.
