Your Most Effective Marketing May Not Be Done by You

The Story of Telling makes a great point: “When value is demonstrated rather than described it immediately becomes more relatable.”

The site uses Harley Davidson as an example, stating that the company’s “most powerful marketing isn’t the detail about engine size, speed or low-end torque that’s written in the brochure — it’s the stories riders tell about the feeling they get when they ride one.”

The takeaway: “Showing is more powerful than telling because it reflects the customer’s desire, problem or dilemma (alongside your potential solution) back to him. This is why success stories build trust in a way marketing copy never can.”

The Story of Telling concludes with a list of 10 alternative ways to communicate value. Here are a few:

• Publish customer testimonials and positive feedback from social media.
• Encourage customers to share their photos, videos, and product reviews online.
• Show how customers use and enjoy your products or services.
• Celebrate your audience.

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