What’s your story?

Personal stories can be a powerful way to communicate intangible value.

Back in high school, my sister used to tease me for having “study parties” to prepare for AP physics exams. She called me a nerd, and maybe I was, but I also knew that without those “study parties” I would be lost. I knew that I could handle the concepts of physics, but that I was awful at the math. By meeting with my classmates, I could explain the theory, and they could explain the calculations. It was all about give and take. I’ve understood the value of peer groups for a long time, so I am really passionate about building the community at ExpertCEO, an online network for senior executives and the community that inspired this blog.
– Nathalee Ghafouri, Marketing Manager, ExpertCEO

When I was involved with Vistage as a CEO group chair, I talked to potential candidates about the benefits of joining a peer group. I could have used a similar story about my days in engineering school, but didn’t think of it. Shame on me, because it clearly demonstrates the value of a peer group without sounding like a sales pitch.

Take a minute and think about the stories in your life that could help someone understand the value of what you do. They can be very powerful, and they are free.

Has blogging helped your business?

Clients and friends have been asking about the ROI from by blogging efforts. I hold them accountable, they hold me accountable… it’s a good thing.

This morning, I was prompted to write the following response to a LinkedIn question by Susan Solomon, VP Marketing at SchoolsFirst Federal Credit Union.

My blog is only two months old, so results are very preliminary. It has generated a few leads, but it’s been more helpful as a credibility builder after the first contact. Back in the day, I used to hand out a brochure after a first meeting with a potential client. It was intended to build credibility, remind the prospect of our discussion if s/he was in shopping mode, and provide something tangible s/he could pass along to a colleague.

Today, the first meeting is likely to be via email. By including a blog address in my signature, and a link to a specific article in the message, I have effectively replaced the brochure of old.

How about you?

Does a company blog make sense?

Can blogging take the place of a company website? My take is that blogging can be an incredible waste of time, it can also be a useful marketing tool. I use my blog the way marketers used to use printed brochures… to support my message. I also have a “proper” website. I use them both to support my networking efforts as a marketing/internet strategy coach.

Midsize businesses can use blogging if they are able to afford the time and effort to create meaningful content.