By now, everyone knows I am all about the story—stories are the way we are pre-programmed to convey messages and pass along information. The story-teller gains credibility quickly because we are very good at determining how good a story is. Jean Aw, co-founder of NOTCOT has brought up the story idea in marketing and I was struck again by how powerful this kind of marketing can be. What story do your current clients tell about you? If they were at a party and someone asked, “what happened with that search you were doing?” what would your client say? Be honest and really walk through it. Are there places you could improve? Are there ways you could manage the search better? Or, can the client not tell the story because they don’t have information? Now what story do you want them to tell? This is your […] Continue reading