“There is only one success – to be able to spend your life in your way.”
~ Christopher Morley
Using creation stories can be highly effective in growing your brand and attracting new customers.
The following “creation story” from Procter & Gamble generated hundreds of millions of dollars in sales of SK-II, a premium skin cream product in Japan.
Here’s the storyline of their ads:
“The fascinating story behind SK-II began at a sake brewery in Japan, where scientists noticed the elderly workers had wrinkled faces, but extraordinarily soft and youthful hands. These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate the miracle ingredient Pitera(r), a naturally occurring liquid from the yeast fermentation process.”
I think you can see why SK-II became an enormously successful product.
For Pierre Omidyar, the founder of Ebay, the creation story (which allowed the company to get tons of PR) was that Omidyar accidentally created Ebay when trying to create a small trading website for his girlfriend who collected Pez dispensers.
Does your company have a creation story? Can you use it in your marketing?
Is your marketing plan working?
Ask yourself these 3 questions to tell if your marketing is failing or succeeding:
- Does your marketing generate a steady flow of new leads and sales?
- Are your marketing activities growing your profits month after month?
- Is your marketing so powerful that your competitors would do anything to get their hands on your marketing plan?
If you answered “NO” to any of these questions, you need to stop what you’re doing, and fix your marketing plan right now.
Today’s Question: The American inventor Douglas Engelbart is best known for inventing which ubiquitous ‘clicking’ device?
Previous Question: Which brand of Volkswagen was named after a wind that blows from the Sahara?
Answer: Scirocco (after the sirocco wind)
This car is a sport compact produced by Volkswagen from 1974 through 1992. The model was highly successful, and helped bolster VW’s reputation. It was later revived with a third generation in 2008.
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