From the course: Building an Integrated Online Marketing Plan
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Defining your narrative statement
From the course: Building an Integrated Online Marketing Plan
Defining your narrative statement
- [Narrator] Many times when I work with companies, I find that when I ask them, "what is it that you do, "what do you want to produce in the customer" they have a hard time answering that. That makes things difficult because internally, you need to be able to describe your company's purpose and what you want to produce with a customer. Your narrative statement is the story. It's the story of why you're in business, why you do what you do, and the value you provide for your customer. Now, it may not be shared publicly, but internally, it's the measuring stick to everything that you do. Let's evaluate how a narrative statement works, and I'm going to give you a little test with four insurance companies and a narrative statement that you'll never see in their marketing, but describes the character of who they are and how they communicate to you. One is the voice of reason. Another is your friend, your guide. A third is fast and fun. The last one is fear and uncertainty, selling what if.…
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