KW specializes in developing creative communication tools that get everyone telling the same story. Even the most complex technology companies have been surprised at how much simpler it is to market and sell their products once they have a clear, consistent message. Sales cycles speed up. Word of mouth increases. Marketing materials get used in the field.
Starting with our StoryMaking process, KW can give you the resources to tell a single, compelling story in a number of innovative ways, from simple collateral and direct mail to cutting-edge online promotions.
StoryMaking
The essence of a great story is
that it gets passed on. Sales people want to sell with it. Marketing can run with it. And consumers want to hear more.
To get this kind of response
from your marketing and
sales tools, we've established
five necessary steps to a
great story.
Choose your villain
KW completes an intensive audit of your industry and puts it all out on the table in a collaborative session with your team. By placing your existing materials alongside the competitors', we can begin answering some key questions:
Who are consumers listening to?
Who should we distance ourselves from?
Who are we better than?
Pick a good fight
Every great story has a battle to win. Prospects want to see how you measure up. KW helps you frame a debate about your product or industry; one that provides a criteria for buying and plays to your strengths. Your story should help prospects answer:
How do I buy in this industry?
What should I be evaluating?
How should I compare your services?
Add some romance
It's not enough to describe what you do. Something has to make them sit up and listen. KW researches your products and services, talks to your sales reps, and helps you determine the key issues that really sell your company:
What problems do we solve?
What makes us special?
What makes a prospect fall in love?
Develop some cliff hangers
With every chapter, you want to keep them asking what comes next. The direct mail gets them to an online demo. The demo allows them to chat with a sales rep. The rep has an email template to send out PDFs of your brochure. To develop a path of communication that always leads to the sales meeting, you have to keep asing:
What is an offer that they can't afford to refuse?
How can we make this interactive?
Have prospects seen this before?
Remember the sequel
The happiest ending to creating the
right story is discovering how far you
can run with it. Good sales and marketing
materials continue to be part of an ongoing narrative with your customers. KW helps you present your new materials to internal teams, so you can determine:
Can everybody tell this story?
How can we develop ongoing materials?
Could our teams build on it?
