This is a guest post by Jimmy Wrex. You can check him out at NicheExperiments.com.
Yep, you read the title correctly . . .
But before you close the browser window and or hit the back button let me just say this. All successful marketers are liars. This is how Seth Godin puts it:
Entrepreneurs must forsake any attempt to tell the whole truth and nothing but the truth, and must instead focus on what people believe and then work to tell them stories that fit and enhance their worldview.
(All Marketers are Liars)
Taken out of context that could translate as “say anything to make a sale.” But that’s not what Seth is saying here. The point is that effective marketing relies on good story telling, and good story telling does not include all of the facts.
Stories are how we communicate ideas and make sense of the world, its been that way since the beginning, but good stories alone are not enough to constitute good marketing in this low trust world. Lets face it, if all it took was a good story to encourage action I wouldn’t be writing this blog post now, I’d be desperately writing and sending checks to the Nigerian royal family who’s emails keep ending up in my spam box for some reason.
To make a story truly effective for internet marketing purposes it needs to be 3 things:
- Authentic (undisputed origin)
- Believable (credible, convincing or realistic)
- Exciting (remember that first sale?)
And nowhere is this more vital to your success than on the internet, because as we all know it’s easy to pretend to be something you’re not when hiding behind the computer screen, and as time pushes on we’re only going to become more skeptical and scam savvy.
So take a look at your blog or niche site and ask yourself whether it is all 3 of these things. If not then maybe some changes are needed, but we’ll get to that later.
Let’s take a look at a 2 examples from the internet marketing world that really float my boat (so to speak).
Frank Kern – Man or Myth?
Frank is probably the most famous internet marketer alive today. He’s made millions of dollars from product launches and is revered and hated in the internet marketing world, but never ignored. Frank polarizes opinion, and he’s cool with that.
Franks success is down to his story. The videos he frequently appears in (his medium of choice) tell a story about success. They tell a story about a regular surfer dude who hangs out with his millionaire buddies having fun and making crazy money. It’s no accident that he shows off his expensive computer equipment, fancy cars and luxury home. It’s all about creating desire. Some people love the story and some hate it – but everyone knows it and that’s what matters.
Pat Flynn – The Family Man Done Good!
SmartPassiveIncome.com by Pat Flynn is a perfect storm of internet marketing story telling. Pat makes the story believable by showing an in depth monthly income report. He makes it authentic by constantly reinforcing his values (providing tons of free valuable information). And it’s exciting because he’s the “average guy” who made it to $30,000 per month.
I can pretty much guarantee that although most of Pats readers will claim to be reading his blog for the internet marketing advice, they will also be able to tell you intimate details about his personal life, but of course, only the ones he wants us to know
5 Story Telling Strategies That You Can Implement Today
OK, so now we know that story telling is your conversions weapon. Whether you’re looking to get traffic or sales, telling an effective story is the road to success. Here are 5 strategies to help you implement and emphasize a good story on your website.
- About Page – Utilize your “About” page for maximum effect. Of course you should sell the benefits of your website here but don’t forget to also make your emotional connection here too. Let’s face it, if they clicked the “about” tab they are as open as they are ever going to be to hearing your story. Make it authentic, believable and exciting. How you do that will depend on your niche, but get this right and you’ll turn traffic into real fans (and not just Facebook fans).
- Guest Posting – Getting your name and website featured on an authority blog (like SITEFling) is like getting a recommendation from them. Remember how Frank Kern is always hanging out with his super successful internet buddies on his videos. I bet he has tons of non internet types as friends too but they just don’t add to the story. We don’t care if his friend Mike is a pilot. So guest posting within your niche is aligning yourself with the real players in your industry. Having your name on their blog is like having them say, “this guy is one of us and that cant hurt your story, right? It’s called success by association.”
- Social Media – Facebook and Twitter are the perfect place to share details about your life and to let people get to know you. Robert Cialdini says that, “people do business with those that they know, like and trust.” So allowing people to get to know more about you than just your view on Twitter marketing is a good story telling strategy here.
- Social Proof – What tells a better story, a Facebook fan page with 10,000 fans or a page with 10 fans? 200,000 Twitter followers or just 2? How about a blog post with 100 comments or zero? I rest my case.
- Blog Design / Theme – Do you want to be seen as an authority like news websites? Would you rather be seen as traditional? Maybe you want to be seen as cutting edge and cool? Choose a design and theme that stands out and tells your story. If you decide to just go for the standard free WordPress theme that everyone uses, well that tells a story about you as well . . . and it’s not a good one.
So there you have it. Choose your story wisely. Make it authentic, believable and exciting, but also make it true (or as true as possible) because you don’t want to be caught telling lies.
ABOUT Jimmy Wrex…
Jimmy Wrex is a Niche Experimenter! He loves nothing more than trying out new money making methods with his buddy Pete, and then documenting the results on their blog at NicheExperiments.com.