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How to Communicate Value
Transcript of How to Communicate Value
Content builds relationships. Relationships are built on trust. Trust drives revenue.
life cycle of a story
If a story is not about the hearer, he will not listen.
The Golden Circle
How to tell a better story
31% more likely to buy
if a brand delivers interesting content that teaches them something
direct, and specific
avoid "corporate speak" and acronyms
Chamber Food and Wine Fest scheduled for August 2016
Chamber Food and Wine Fest projects $1.5 million impact to local community
Non verbal communications
What is your top story about?
How often/how many emails do you send?
Do you use high-quality action photos?
Are there spelling or grammar errors?
new research shows that people don't hear your message
2 out of 3 times
Words that work
Language is like fire. Depending on how you use it, it can heat your house or it can burn it to the ground.
Dr. Frank Luntz
Words that Work
Words have meaning beyond their definitions
Headlines are important
Skimmers & scanners: On average, 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest of the story.
Writing effective headlines:
use the active voice
use strong, present-tense verbs
evoke an emotion
what story are you telling?
talk about the problem you solve
Five core functions:
Strengthening the economy
Taking political action
Representing the interests of business in government
Promoting the community
Providing networking connections
Receiving too many emails is the #1 reason people unsubscribe.
- Chadwick Martin Bailey
Your story is everything, but if you can't tell it in the right place, it doesn't matter.
Communications audit & SWOT analysis
Goals & objectives
Distribution of content
Who is responsible
Where does your story go?
"It will find me."
write the story/create content
post the story on your website
post the video on YouTube and paste the story into the description of the video
include a portion of the story in your email newsletter with a link to the full story on your website
create "snackable" pieces of your story for social media
print the article in your newsletter
include graphics/photos with story
put content on multiple channels whenever possible
Great marketing is great storytelling - by putting a focus on telling your brand's mission effectively, you can build relationships
|Director of Communications
Salem Area Chamber of Commerce
503-581-1466 x307 | firstname.lastname@example.org
Communicating value white paper and
additional resources online @ waceonline.com