When a brand resonates with its target market the sales job is easy. The customer self selects, because the story fits. Find ways to amplify your story.
Santa Claus is not skinny, surly, vegan or fur-friendly. He doesn’t wear green, and he’s not clean shaven. He’s Jolly Old Saint Nick and we universally love him. He’s the world’s most recognized fictional character, and the stickiest brand.
Telling your company’s story is a pretty simple recipe. It has 3 core ingredients: Purpose, Truth, and Action. But like all great dishes, the end result is largely based on the artistry and execution of how the ingredients are put together.
It's very hard to trust someone who is guarded. It leaves nagging questions. Questions like, what are they holding back? What are their motivations? And, why won't they talk about it? Nagging questions are problematic in a personal relationship, but they can be...
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