Usable Marketing

Let’s face it. Complex products are hard to explain! If you’re finding yourself saying “It’s Complicated” when you try to describe what you do or what your product does, story selling is the answer. In this example, I’m going to show you how to create a story for a specialty chemicals company in the metal finishing industry . . . which I have to admit I didn’t even know WAS an industry until we worked together. Hero: A-line manager at on the metals finishing line at a company like John Deere or Westinghouse Problem: RUST. Rust is the villain!! Wizard: My client. For now, we’ll just call them Brand X. Way: They have a special process that they implement that not only eliminates the possibility of rust - which gets the boss off his back, but it also does it WITHOUT phosphates, which gets the government off their back. CTA: Schedule a call with my client Jeff at Brand X and he’ll determine in just 30 minutes if they can solve your problem, and save you money at the same time. Happy Ending (Help them reach the g