Episode 37 of Landscape Digital Show reveals how integrated marketing systems using stories create predictable science backed results.
Have you been noticing the phrase “science-backed” in the media lately?
I know I have, and I like it because it gets your attention. We all want to cut through the clutter and find what works and that’s often going to be what’s backed by science.
I have a science background myself, so naturally, I look for that foundation before buying into an idea. For example, in the early nineties, I started getting curious about meditation. It was discovering the science behind how it works that got me to try it, consistently practice it, and ultimately become certified to teach it.
What does science have to do with your marketing? Let’s talk about that.
If you are familiar with the scientific method you know that it is causal. It goes something like this. If you do this in this way and I do this then together we should get this result. That’s how it should work in a perfect world
But we don’t live in a perfect world. And that’s all the more reason why you need marketing systems. There are too many variables that you cannot control in business today, and that is exactly why you should build systems that eliminate as much variability as possible.
The primary reason people are overwhelmed or confused about how marketing is they do it randomly and expect to get consistent results. That doesn’t work with leadership, accounting or production, and so it is with marketing too.
There are a lot of pieces involved with marketing, but if you build them into a system, and your system is valid, then you have a chance for achieving the consistency you need to get predictable results.
Almost everybody has heard that you need to get buyers to know, like and trust you. That’s a system.
A better one is what my friend John Jantsch with Duct Tape Marketing calls the marketing hourglass. His system is know, like, trust, try, buy, repeat, and refer.
And that’s the goal, isn’t it? To get people to buy, hopefully not just once, but multiple times, and then to refer their friends. If you can do that you have a winning formula for growing your business.
Stories Are Your Science
Many buyers are confused. Try to build a system that eliminates that confusion for them and they will love you.
Show them you understand what they want and what they have to do to get it, along with what you will do to help them with that journey. Show them how you’ll be working together to achieve that result. Lay out their responsibilities and yours. Make everything crystal clear.
And finally, as your system begins to come together make it tangible by putting a name to it. Then “sell” that system.
The system sells the outcomes buyers want through the ongoing narrative of the stories that are its foundation, and therefore, your science.
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Call to Action
The call to action for this episode is to recognize that your marketing is ideally one integrated system. Then make that make that reality by integrating everything, especially the stories that validate it for buyers.
Your stories are your science as far as your customers are concerned. So, start documenting those success stories. To get started conduct a content audit to build your foundation.
Then be sure your team is clear about how to use those to convert interest into predictable revenue.
If you have questions on this, hit reply to any of my emails or use the contact form at Landscape Digital Institute and I will do my best to help you out. Thanks for listening.