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“Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell.”
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“In fact, neuroscience research has demonstrated with fMRI studies that when people engage in analytical thought, their ability to empathize is repressed and vice versa.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Buyer Legends is a simple scenario narrative process that helps identify the gap between brand story and buyer experience. If you can see a disconnect between the two, it’s easier for you to understand what improvements are necessary and how to take action.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Take Airbnb’s award-winning Breaking Down Walls campaign. In one ad, they tell the story of Berlin, a city once divided by the Berlin Wall. The ad does not highlight the number of listings or cost savings. Instead, it tells a story of connection and transformation. It starts with the emotional arc of a daughter who wants to take her dad, who once guarded the Berlin Wall, back to see the city. It begins with his life shackled by pain: The daughter wonders, “Could seeing the city now help him?” The turning point comes when the ad shows the symbolic power of breaking barriers and arriving at his vacation home where the host was a familiar face, the guard who patrolled the other side of the wall. Airbnb is not just a place to stay. It becomes a bridge that transforms division into connection. When the story aligns with emotions like belonging and unity, belief replaces doubt, and action becomes inevitable.”
― I Think I Swallowed An Elephant: The Stories We Sell, The Success We Build
― I Think I Swallowed An Elephant: The Stories We Sell, The Success We Build
“Legends can tell the story of a customer on your site, a customer engaging a call center or chat, or any type of interaction pre-or post-sale.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“For a brand story to work, it has to be told by all employees and customers, both to themselves and each other.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Did you know that Jeff Bezos, in place of PowerPoint presentations in meetings, requires his execs to write six-page narrative memos?”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Stories are the difference between mastering the facts and understanding reality.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Buyer Legends, a process that promised to bridge the gap between brand story and execution/messaging.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“the problem with most brand stories is that they’re told by the wrong people.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“the brand story that matters is not the one you want to tell, but the one your customers experience when they engage with you.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Each Buyer Legend is representative of one or more customer segment and narrates a successful experience between your customer and your company.”
― Buyer Legends: The Executive Storyteller's Guide
― Buyer Legends: The Executive Storyteller's Guide
“Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer.
This process aligns strategy to brand story to the buyer’s actual experience on their customer journey.
These easy-to-tell stories reveal the opportunities and gaps in the customer’s experience versus the current marketing & sales process.
These legends communicate the brand’s story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom.
Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.”
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This process aligns strategy to brand story to the buyer’s actual experience on their customer journey.
These easy-to-tell stories reveal the opportunities and gaps in the customer’s experience versus the current marketing & sales process.
These legends communicate the brand’s story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom.
Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.”
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