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Atricle Dump - Desperately Seeking the Truth
If the cost of quality is high, looking through the Six Sigma glass the cost of poor quality is still higher. Companies bear a huge cost of about 9-16 percent of their revenues on problem solving. This is the cost of poor quality, or COPQ, as it is known. Motorola discovered this in the late 1970s at a huge price. General Electric has put the cost difference between 3 or 4 Sigma and Six Sigma at an astonishing $8-12 billion a year.Anatomy Of COPQCOPQ comprises costs whic
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and
With numerous companies catering to the demand of office equipment supplies, it becomes tough to make a prudent choice. However, it also offers several advantages. With so many companies competing with each other to sell you the office equipment supplies, you can expect competitive prices, excellent service both before and after the purchase and of course, top quality products. There are a number of parameters that may help you decide to opt for one office equipment supplier over anot
Small business owners should resist the temptation to copy what passes for advertising today and focus on telling the truth. I don’t really mean to imply that companies are lying about what their product or service can do, I just mean that they aren’t giving us any reason to believe in or trust what they have to say.
So how do you do tell the truth? Tell me a story. Speak to me honestly about why you got into business, tell me your pain, show me how you struggle and, most of all, give me some reason to hope.
Create a marketing document that tells your story and you will find that you can use it in a variety of ways.
The marketing story is such an effective tool because it allows you to do several things that traditional marketing or advertising does not.
People learn through stories
Stories are an effective way to simplify a complicated issue.
Stories can create emotion. People buy on emotion and rationalize their decision with facts
Stories are easier to remember because people can more readily relate to a story
Most importantly…Stories build trust
The basic types of plots for your marketing story
Who I am stories – stories that allow the reader to connect with who you are or who the company is
What I do stories – Stories that communicate what your firm does in a way that gets at why it does it.
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned stories – Shared lessons that expose the human side – both the good and the bad.
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to your core marketing message or USP.
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in your most important marketing promise or core message.
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and
Our calendars are full, and our to-do lists are long. We live in a world that seems to bring more information, expectations and options to us each day and all of these things tend to accelerate the pace of our lives.There was a time, not that long ago that a trip across the United States. would take a couple of days by train. While this was much faster than previously available transportation, it is still quite leisurely compared to the 4-5 hour flight that we can now take.ou do tell the truth? Tell me a story. Speak to me honestly about why you got into business, tell me your pain, show me how you struggle and, most of all, give me some reason to hope.
Create a marketing document that tells your story and you will find that you can use it in a variety of ways.
The marketing story is such an effective tool because it allows you to do several things that traditional marketing or advertising does not.
People learn through stories
Stories are an effective way to simplify a complicated issue.
Stories can create emotion. People buy on emotion and rationalize their decision with facts
Stories are easier to remember because people can more readily relate to a story
Most importantly…Stories build trust
The basic types of plots for your marketing story
Who I am stories – stories that allow the reader to connect with who you are or who the company is
What I do stories – Stories that communicate what your firm does in a way that gets at why it does it.
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned stories – Shared lessons that expose the human side – both the good and the bad.
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to your core marketing message or USP.
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in your most important marketing promise or core message.
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and
If you want to accept credit card payments on your website, you need to engage the services of a credit card processing company. What these companies do is process the credit card payments that generate from your site including following through on approvals or denials so that your shipping department knows what to ship. The credit card processing company notifies the company by email when they have received an authorization from the credit card issuer as well as notify them if the sa
Stories can create emotion. People buy on emotion and rationalize their decision with facts
Stories are easier to remember because people can more readily relate to a story
Most importantly…Stories build trust
The basic types of plots for your marketing story
Who I am stories – stories that allow the reader to connect with who you are or who the company is
What I do stories – Stories that communicate what your firm does in a way that gets at why it does it.
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned stories – Shared lessons that expose the human side – both the good and the bad.
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to your core marketing message or USP.
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in your most important marketing promise or core message.
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and
10. If you have employees, you need a point of sale system.If you have employees you are open to theft, sweet-hearting and careless mistakes. You need a point of sale system to manage your employees, enforce your policies and insure that your money gets to you.Of all distressing situations that can occur in a workplace, none is as likely to trigger emotions more consistently than an incident of theft, fraud or embezzlement. The 2003 National Retail Security Survey discov
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned stories – Shared lessons that expose the human side – both the good and the bad.
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to your core marketing message or USP.
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in your most important marketing promise or core message.
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and
Learn how you can buy merchandise at real wholesale prices. You have to learn how wholesale prices can vary so you can know when you are buying at real wholesale prices and not what the supplier wants you to believe are wholesale prices.Is finding products at wholesale prices difficult? The answer is no. It’s not difficult. The difficult part is getting them for “real” wholesale prices.What do I mean by “real wholesale prices”? Well, most suppliers will know in the f
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There are several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple truth.
Your story needs a caretaker. Someone in the firm needs to own the story and give it a passionate voice.
Your story should be so focused on the target market so that they can see themselves as characters in your story.
Several great uses for a good story
It can help you recruit employees who relate to the story.
It can and should be part of your marketing materials. Print it on the back of invoices. Hang it in the hall. Tell it in your newsletter. Put it on your web site.
Use it to help present your firm in an industry award competition
A couple of closing thoughts
The story must be true. I don’t think that I need to explain that one too much.
The story must be somewhat entertaining. Facts and figures can add credibility to a story but emotion and personality keep the interest.
A 13 year old should be able to understand and appreciate the story. If you have a teenager, then you know what a challenge this is. Pass this test and you know you have a winner.
Length. Your story should take no longer than 3-5 minutes to read or tell. Anything longer and you had better have some intriguing plot twists.
Looking for a great example of a marketing story? Visit http://www.noonshine.com/story.htm
Copyright 2004 John Jantsch
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