How do you take a complicated product and make it easy for prospect to understand and see the value? How do you step away from the intricacies, code and features of your technology to talk about what you do in bigger, more important terms that will engage your prospects and get them excited? And, why should you even need to even take a step back in the first place?
‘That’s what we storytellers do . . . We restore order to imagination.
We instill hope. Again and again.’ – Walt Disney
I went to college with MacRumors founder Arnold Kim and remember his excitement when the domain name, MacRumors.com, became available back in the 1990s. His blog now reaches many million Apple fans each month, and is profitable enough that he has since left behind a lucrative career in medicine. One thing I have learned from him is that people are often most successful doing something they are passionate about, and Arnold is absolutely passionate about technology. From the perspective of someone who studies people’s deeper motivations, this could be the subject of this article, as clearly he is successful because he has found work that is a calling, and not just a job or career. We should all be so lucky to do as well at something we love.
Yet, given the work we do at Zenzi, helping business owners better understand their own customers’ deeper motivations, I wanted to probe a bit deeper here and see what Arnold’s thoughts were about his audience and how this fit into the paradigms we use at Zenzi. As you’ll see, like a lot of business owners, Arnold doesn’t necessarily spend a lot of time thinking explicitly about “values”…but he does have a clear idea of his audience’s wants and desires and how to communicate with them, while also building new audiences.
Maybe you are assessing key terms and language prospects use to find your web site in your SEO campaign. If so, it’s a good start. But, are you also considering another important aspect of how customers may find you online— through the ‘back door’ with long tail key words and questions they’ll search on to address their specific needs.
We here at Zenzi are constantly touting the benefits of value-based marketing, and why incorporating values into an advertising or PR campaign is imperative for the long-term success of the campaign in today’s changing consumer landscape. But why, you may ask, are values so important? Consumers are driven to purchase by a number of variables, including price, quality, reliability, convenience, and service. What are the tangible benefits of creating value-based connections with consumers, as opposed to more traditional marketing techniques such as promotions and advertising?
Are you using Twitter for your business?
And if so, are you using it effectively to engage with your audiences and gain interest for your brand?
Zenzi Communications’ Social Values Project is being presented at this year’s FutureM conference October 16 – 18. Data Scientist Ravi Iyer will be sharing the game-changing results of The Social Values Project, which leverages the ubiquity of large connected data graphs from sources like Facebook, Twitter, and Ranker to provide a more complete understanding of the modern consumer. The session, “Using Big Data to Reveal Consumer Values and Inform Storytelling,” will take place on Thursday, October 17 from 2pm to 3pm.
Is it time to say goodbye to press releases? It is a topic that has been debated recently as companies consider a plethora of other marketing techniques to get their message out there, Google starts to crack down on promotional links in press releases, and organizations increasingly become their own ‘publishers’ of content.
While it is certainly preferable to explicitly collect data on values from your customers, that may not always be feasible. However, you may already have data that helps you understand your customer’s values. Data on social interactions, openness to new experiences, and location can give you hypotheses that you can test more rigorously in your marketing and communications campaigns.
Somewhere along the way, the purpose of a press release changed for some companies. And Google took note.