In this blog, I review two books that I recently read. One that had some pretty helpful ideas, and the other full of inspiration but didn’t really hit home for me… but you don’t have to take my word for it. Links included to purchase and read them.
Would you like your consumers to become brand advocates — to promote your product or service without even realizing they are doing so?
In Storyscaping, the authors teach a new approach to marketing that unites stories with experiences to create worlds where brands can truly connect with their consumers. Storytelling is a buzzword in marketing – everyone wants to use storytelling to promote their idea and brand. Storyscaping takes this a step further by becoming a part of their customer’s stories.
The book uses rich examples from leading companies such as Coca Cola and Disney to push this point into reality. Although, I think this concept is a bit challenging for smaller brands, a content marketing strategy can help smaller companies align their key selling points with their customers’ experiences to fill a unique need or problem in a creative way.
While reading the book, I jotted this list of elements of a song and a story. This is a great start for mapping out your own brand story.
Elements of song = Verse + Chorus + Bridge
Elements of story = Plot + Settings + Characters + Point of view + Narrative
These are some popular plot lines the book discusses:
- Overcoming the monster – Who is the monster? A problem? A competitor? An old way of doing things that no longer makes sense?
- Rags to riches – This is popular for brand origin stories. We started in our parent’s garage and now are a billion dollar company. I also see this all the time on Facebook ad for business coaching program. I used to make $40,000 per year working 12-hour days, and now I make $40,000 per month with an automated system.
- The quest, voyage and return – Be creative with how you add your product or service into this story line. Are you a part of the quest? Something found on the voyage? Or the aha found upon the return?
- Rebirth – Great for new technologies or ways to do business.
I’m not going to lie, I didn’t finish this book. Although the inspirational concepts lured me in, I was able to feel fulfilled by a lot of the advice offered. Basically, Godin discusses the linchpins as people who figure out their own path regardless of the rules. They are able to take their unique gifts and turn them into their dream jobs. They are successful despite all odds because they believe in being differentiators.
Although the inspirational value of this book are wonderful for creating Instagram posts galore and Daily Affirmations mirror talks, there just wasn’t any really substance of how this is a real path for everyone. Although some companies and managers might be open to this type of linchpin mentality, many would not. I have had both types of managers in my corporate career, and I don’t care how innovative and motivated you are, the manager who operates on the “this is the way things will be done” mentality will not care if your a linchpin.
Perhaps, this type of motivational content would be better served in a book about entrepreneurship. Maybe if I would have finished, I would have found it more valuable, but I just couldn’t get to the finish line.
Have you read these books? What did you think? What books are you reading?