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- Five People That Will Help You Set Up a Flawless Office Relocation
- Mixed Signals From The Florida Real Estate Market
- California Payday Loans - Save the Most Online
- What Types of Grocery Store Jobs are There?
- Why Freelancers Should Keep Up to Date on Tax Issues.
- How to Bid on Contractor Websites
- Staff Team Building for Schools
- Mortgage Options for Contractors.
- Secrets of the Winners in Business
- Packing Kid's Stiffs - Learn Some Useful Tips
- FDA Compliance - Keeping the United States Safe
- Spies are a Hard Sell
- Important Tips for Choosing a Property Management Company in Baltimore
- Avoid Financial Ruins by the Best Bankruptcy Attorney Arlington Texas
- Buying Municipal Bonds
- Small Business Grants for Veterans
- How to Get a Copy of Your Tax Return
- Memorandum Format
- Radiologist Technician Requirements
- Revolving Line of Credit
- The 10 Commandments of Writing Web Content
- Content Composer Software | SEO Content Writer | Web Content Writing | Article Writing
- The 10 Commandments of Writing Web Content
- How to Captivate Your Audience with Story (From America's Greatest Living Playwright) | Copyblogger
- Online Copywriting and Content Marketing Strategies | Copyblogger
- A List Apart: Topics: Content: Content Strategy
- How to Be Interesting | Copyblogger
- 25 Ways to Use the Web to Find Content for Your Blog – Danny Brown
- Dr. Jeffrey H. Toney: Evolution of a Citizen Journalist
- TypeIt - Type accent marks, diacritics and foreign letters online
- Email Subject Lines that Won't be Ignored | Copyblogger
- The Most Important Element of Your Marketing Story
| Five People That Will Help You Set Up a Flawless Office Relocation Posted: 30 Nov 2010 09:00 PM PST Are you relocating to a new office space soon? You can make it completely seamless with the right kind of help. Here are five people you need to have on your relocation team to undergo a flawless move. |
| Mixed Signals From The Florida Real Estate Market Posted: 30 Nov 2010 09:00 PM PST Florida real estate market may not yet have hit bottom. Home prices and mortgage rates are expected to remain low throughout 2011. A lot depends on the job sector. The unemployed don't buy homes. Home owners who lose their jobs may lose their homes to foreclosure. |
| California Payday Loans - Save the Most Online Posted: 30 Nov 2010 09:00 PM PST Living in California doesn't mean that you need to pay more for a payday loan. Save money by shopping online for the best payday lenders in the country. |
| What Types of Grocery Store Jobs are There? Posted: 30 Nov 2010 09:00 PM PST The grocery store industry offers a variety of jobs, from bakers and cooks to managers and stock clerks. Whatever type of career you're looking for, you should be able to find a grocery store job that suits your needs. |
| Why Freelancers Should Keep Up to Date on Tax Issues. Posted: 30 Nov 2010 09:00 PM PST Once you move into the contracting sector you will quickly find that your finances might become a whole lot more complicated. It is essential that you stay up to date with all the latest legal and tax announcements surrounding the contracting sector as they can make a massive difference to the way you work and the way you earn. |
| How to Bid on Contractor Websites Posted: 30 Nov 2010 09:00 PM PST Bidding for contracts requires a few basic steps to ensure your proposal is up to scratch. This article covers these steps. |
| Staff Team Building for Schools Posted: 30 Nov 2010 09:00 PM PST When it comes to helping teams be more effective and boost their morale, schools are no different to other types of organisation. Quality team building is important but it also needs to be relevant and suitable. |
| Mortgage Options for Contractors. Posted: 30 Nov 2010 09:00 PM PST in recent years there have appeared a number of new and more intuitive mortgage brokers and mortgage lenders who sell products aimed squarely at the contracting market which permit borrowing according to an annualized multiple of their normal contracting rate and with a lower deposit and less punitive charges. |
| Secrets of the Winners in Business Posted: 30 Nov 2010 09:00 PM PST What is it about how some business owners and directors act that makes their businesses winners even in these difficult times? |
| Packing Kid's Stiffs - Learn Some Useful Tips Posted: 30 Nov 2010 09:00 PM PST Moving home with kids is always a challenging task. It becomes more tormenting when kids are resistant to move. It is because they love their place very much. They do not want to relocate. |
| FDA Compliance - Keeping the United States Safe Posted: 30 Nov 2010 09:00 PM PST Find out how FDA compliance is helping to keep the US safe. |
| Posted: 30 Nov 2010 09:00 PM PST Many parallels can be drawn between recruiting spies and recruiting clients in a tough economic market. |
| Important Tips for Choosing a Property Management Company in Baltimore Posted: 30 Nov 2010 09:00 PM PST Managing property in Baltimore is a big deal. You cannot manage your property in right manner. You will need the help and assistance of property management company to manage all your properties. |
| Avoid Financial Ruins by the Best Bankruptcy Attorney Arlington Texas Posted: 30 Nov 2010 09:00 PM PST In this article you will come to know that how can you avoid financial ruins by the best bankruptcy attorney in Arlington Texas. |
| Posted: 29 Nov 2010 09:00 PM PST The activity of buying municipal bonds is not a new one and there have been several instances where a large volume of funds have been raised by municipal governments with the help of municipal bonds. In the following article, the basics of buying municipal bonds have been discussed. To know more, read on |
| Small Business Grants for Veterans Posted: 29 Nov 2010 09:00 PM PST One of the best resources for small business grants for veterans is the US Small Business Administration (SBA) office near you. Federal government grants are also available for veterans looking to make a difference in the community. |
| How to Get a Copy of Your Tax Return Posted: 29 Nov 2010 09:00 PM PST There might occur instances wherein you will wonder 'how to get a copy of your tax returns'. Tax return copies or rather transcriptions are given by the IRS (Internal Revenue Service) post a small application procedure. To know more about the transcripts and procedures, read on |
| Posted: 29 Nov 2010 09:00 PM PST In the following article, a memorandum format has been briefly discussed. A small template for an average memorandum has also been given. To know more, read on |
| Radiologist Technician Requirements Posted: 29 Nov 2010 09:00 PM PST If you wish to become a radiologist technician, you have to go through precise training. Radiologist technician requirements forms the subject matter of this article. |
| Posted: 29 Nov 2010 09:00 PM PST What is revolving line of credit? How does a revolving line of credit differ from a fixed interest loan? Read to find out... |
| The 10 Commandments of Writing Web Content Posted: 30 Nov 2010 10:51 PM PST |
| Content Composer Software | SEO Content Writer | Web Content Writing | Article Writing Posted: 30 Nov 2010 10:50 PM PST |
| The 10 Commandments of Writing Web Content Posted: 30 Nov 2010 01:21 PM PST |
| How to Captivate Your Audience with Story (From America's Greatest Living Playwright) | Copyblogger Posted: 30 Nov 2010 10:28 AM PST |
| Online Copywriting and Content Marketing Strategies | Copyblogger Posted: 30 Nov 2010 08:45 AM PST |
| A List Apart: Topics: Content: Content Strategy Posted: 30 Nov 2010 08:44 AM PST |
| How to Be Interesting | Copyblogger Posted: 30 Nov 2010 08:28 AM PST |
| 25 Ways to Use the Web to Find Content for Your Blog – Danny Brown Posted: 30 Nov 2010 08:09 AM PST |
| Dr. Jeffrey H. Toney: Evolution of a Citizen Journalist Posted: 30 Nov 2010 07:45 AM PST |
| TypeIt - Type accent marks, diacritics and foreign letters online Posted: 30 Nov 2010 07:05 AM PST |
| Email Subject Lines that Won't be Ignored | Copyblogger Posted: 30 Nov 2010 06:47 AM PST |
| The Most Important Element of Your Marketing Story Posted: 30 Nov 2010 06:30 AM PST
Robert wrote yesterday about David Mamet's advice on dramatic tension, the key element that drives every compelling story. But there's another element that's critical to story, and it's particularly important when you're telling a story that intends to persuade. Whether you want to make a sale, gain an email subscription, or motivate a change in behavior, your dramatic story will fail if it doesn't have one thing: A relatable protagonist. In other words, your story needs to be about someone we care about. Sometimes that can be easier said than done. So here's how to put together a memorable protagonist who will pull your readers into your story — and more important, will persuade them to take the action you're looking for. The protagonist is the actor in your storyI'm sure you remember this from Freshman English class, but the protagonist is just the main actor of the story. We used to say "hero," but protagonists aren't always what we would call heroic. In fact, the archetypal story described by scholars like Joseph Campbell starts out as a very ordinary person, living in an ordinary world. It's the circumstances of his life that pull him into a "hero's journey" to extraordinary places and incredible events. The protagonist might be youA lot of marketers base their stories on themselves. You show where you've come from, where you started, the difficulties you faced and how you overcame them. Then you tie that back to what you're selling. Because you've taken this hero's journey yourself, you know how to defeat the dragons and storm the castle. Your own experiences make you a dragon-slaying authority. And you can use that authority to persuade your audience to buy or adopt the solutions you recommend. The protagonist might be your past customerNot everyone wants to be the star of his own marketing story. You don't have to make your stories all about you. It's often more effective to tell a compelling story about the people you help. Case studies and testimonials are just good stories about how your product or service solved thorny problems for your customers. Like any good other story, testimonials and case studies need dramatic tension. Going back to Mamet, there needs to be a gap between what your protagonist wanted and what he attained. His attempt to close that gap is what makes the story interesting. That means you've got to show a "before" (customer facing a tough problem) and an "after" (how you solved that problem for them). The protagonist is always your buyerComing full circle, the reader always needs to put herself in the shoes of your protagonist. That's what fiction writers mean by a "relatable" character. It isn't always about being likeable. Not every great character is likeable. But we won't be pulled into a story unless we can relate to the character, which means he has the emotions we imagine we would have in the same situation. Your potential buyer is the real star of every marketing story. If she reads the story and thinks, "I can see myself doing that," you've won. Social proof without numbersA lot of content marketers want to know how they can use social proof before their blogs get big. Storytelling is one great answer. We're a "monkey see, monkey do" species. Many forms of human behavior are contagious. We can certainly be prone to mimic ugly behavior, but we also mimic admirable behavior like generosity and courage. We unconsciously imitate the stories we see around us, both real and fictional. So show the behavior you want your reader to "catch." Sell a product or service by showing how it benefits people, and telling stories about those people. With a relatable protagonist and a good sense of drama, you'll be able to craft a marketing story that pulls readers in, keeps them coming back, and makes it easy for them to see themselves as your happy customers. About the Author: Sonia Simone is CMO of Copyblogger Media and founder of Remarkable Communication. Share your 140-character hero’s journey with her on twitter.   |
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