It delivers insight on how to create messaging that makes an impact, and strategic plans to focus on the right target audiences at the right time.
Marketing Spark is also a user-friendly workbook that features templates, frameworks, case studies, and tools to help entrepreneurs learn about storytelling, strategy and how to tactically execute.
ABOUT THE BOOK
Is your company telling stories that make an impact? Are your customers engaged with your brand?
Marketing Spark helps entrepreneurs develop stories and marketing that resonates.
- What you'll learn:
- o The keys to discovering and telling powerful brand stories.
o The people who should tell your stories – you, your employees, influencers, media, or bloggers.
o How to create and tell the right stories to the right people at the right time.
o How to develop marketing leveraging different channels, including case studies, services, and tools.
- If you’re ready to capture the spotlight with better stories, you need this book!
What Readers Are Saying About Marketing Spark
“Within 15 minutes of picking up Marketing Spark, I was already saving time and money. As a fintech startup founder, I’m constantly searching for ways to connect with, support and grow our customers. Full of practical tips, vetted resources, and useful worksheets, Mark’s book offers an indispensable guide for founders seeking to accelerate their growth.”
-Meetu Vijay, co-founder & CEO, Swiggle Inc.
ABOUT THE AUTHOR
As a marketing consultant, entrepreneur, and award-winning journalist, Mark has been telling stories for more than 25 years.
Since starting ME Consulting in 2008, Mark has worked with more than 100 startups and fast-growing companies looking to accelerate their growth with better marketing that harnesses the power of storytelling.
Mark has written two other books: "Storytelling for Startups" and "Investrends: The High-Tech Economy".
When I was in university, there was this guy, Jason. He was an average-looking, middle-of-the-road student and he did not excel at sports. But somehow, he dated the prettiest women. It left me scratching my head. Until one night, I was at a party. Jason was there. There was a crowd of people in the kitchen where Jason was holding court. He was telling stories. He would do spot-on impressions of the characters in his stories. He gave them all nicknames. The crowd was eating it up, especially, the most unattainable women. Jason is one of the best storytellers that I have ever known.
Storytelling has always fascinated me. It is probably why I have been a journalist, blogger, entrepreneur, and marketing consultant — vocations that require the drive and creativity of a storyteller. Storytelling is how information is delivered in user-friendly, accessible and shareable ways.
So why the growing fascination and embrace of storytelling?
After all, storytelling has been around for thousands of years and brands have been telling stories for decades. The growing interest has much to do with how frenetic our lives have become and how quickly information is created, distributed and shared. We have become notorious multi-taskers. We snack on content in 140-character or 30-second bites. We are obsessed with our smartphones (apparently, looking at them 47 times a day!), making them the focal points of our lives. We spend too much time seeking self-gratification and self-glorification on social media. And we share it all.
For brands, it is difficult to get people to pay attention, let alone convince them to buy something. As a result, brands are trying everything and anything to break through the noise. It explains their puppy-like enthusiasm for social media and con- tent marketing. They want to engage and have conversations with customers and deliver value-added content. Storytelling has become the go-to marketing and sales tool for brands and marketers because humans love stories. Our fascination with storytelling begins as children with our parents reading us bed- time stories, and it continues as adults with books, movies, tele- vision, radio, videos and podcasts. Stories are a captivating and shared experience. They make us do things and take actions.
Brands like Airbnb and GoPro understand and embrace the power of storytelling. They can engage, entertain, encourage and educate consumers. Their marketing and sales campaigns attract an audience (a huge accomplishment these days!) and convince people to stick around for a while and perhaps make a purchase. Storytelling is the ultimate weapon for anyone looking to build and nurture a brand, audience or community. If you’re Jason, storytelling gets the girl. Stories are digital catnip because they are irresistible when told well and told often. If you are not telling good stories, you need to embrace storytelling before it’s too late. There’s always a “Jason” in the kitchen.
These days, I spend a lot of time helping fast-growing com- panies and entrepreneurs tell better stories, I am convinced storytelling has as much influence and power as product de- velopment, marketing, and sales. Stories help companies es- tablish connections and relationships with consumers. Stories are weapons to differentiate your company from the others and establish a competitive edge.
If you are not telling stories, you are not playing to win. You may have excellent products, but the inability to tell stories means not enough people will discover, talk about, or buy your products. This is a recipe for failure.
First, a confession: Three years ago, I published the bookStorytelling for Startups. I planned to create a second edition. I would update a few chapters by adding new case studies and some marketing templates. While making edits, I decided to take a different approach. To make the book truly helpful, it was more important to focus on messaging, brand-positioning, and connecting with people. Storytelling plays a key role, and there is a bigger emphasis on who, where, and how to tell stories. This led to Marketing Spark, which offers more insight into storytell- ing and action-oriented tools while including some elements from Storytelling for Startups.
This book delivers in two key ways: it gives entrepreneurs in- sight into the power of storytelling, and offers proven ways to leverage stories as an integral part of how they do business. It is important to appreciate that storytelling is powerful, and that stories matter for fast-growing companies battling for attention in an ultra-competitive landscape. When you truly understand storytelling, it changes how you do business - for the better. At the same time, this is a workbook and resource. It is a go-to guide with helpful examples and insights into how to create storytelling that makes an impact.
The book is divided into two sections. The first section focuses on how to tell a story, YOUR story. It looks at:
- - The history, value and power of storytelling and how fast-growing companies can effectively become storytellers.
- - Creating a storytelling strategy to tell your stories to the right people at the right time.
- Developing messaging and brand-positioning that clearly communicates what you do, who you serve, and how you're unique.
- Crafting a strategic plan to effectively leverage storytell ing, messaging and positioning.
- - What does your product do and who does it serve? How and where do you communicate with the people who matter to your business?
- - Who gets to tell your stories: you, your employees, the media, and those with influence?
The second half of the book is prescriptive and focuses on how to share your story with the people who want and need to hear it. It shows entrepreneurs how to develop stories using different channels: everything from Websites, infographics and blogs, to social media and presentations.
- Each chapter provides how-to information, frameworks, templates and a “toolbox” of services and software that show you how to create stories that make an impact.
Think of it as a storytelling and marketing companion that shows you the way forward!