October 27, 2005
the future of marketing is being able to create stories other people will want to tell
Over the past six months or so English Cut has scored a few major PR coups [thanks mainly to Dave Parmet, kudos etc.]
You would think a big PR coup [e.g. a plug in the New York Times] would have a huge and immediate impact on the business, but actually, not really.
Sure, there was an increase in web traffic, but nothing major. Maybe a 50-100% increase for a day or two, maybe a few extra sales, but then back to normal.
That being said, it all helps the business long-term. A plug in a major paper is good for the brand. People see the credentials and think, "OK, he's been in The Times, he must be good." This triangulates our brand against a trusted media authority. Grounds it in a favorable reality etc.
This also firms up our relationship with our existing customers. Seeing us mentioned in the paper helps validate their decision to give us their business. Being able to say "They were in The Times" makes them more likely to want to tell the story to other people, to spread the word, to recommend us to others etc. etc.
Which brings me to the major point of this post. Reduced to the most basic level, the main reason English Cut is currently growing as a busines is simply because people like telling the story to other people. Because they like telling it, that's what they do. Ergo, the story spreads.
So ask yourself this question: Do people like telling your story? Seriously, when people talk about what you do for a living, do their eyes light up?
If not, you've got a bit of a marketing problem. Seth Godin is correct- the future of marketing is being able to create stories other people will want to tell.
Posted by hugh macleod at October 27, 2005 11:34 PM | TrackBackHugh:
You should be basking in the reflections of English Cut's PR glory. You're damned right--it is a fantastic PR coup. I also caught the interview on Business Week's website.
Good God man, pat yourself on the back! You've put English Cut on the map. Good kharma is a good thing.
By the way. . . I would love to use the English Cut blog as a case study that I'm putting together for a seminar. Is that OK with you guys?
Hey, Keith, thanks. Yeah, go right ahead. Groovy.
Posted by: hugh macleod at October 28, 2005 2:26 AMYep. Become a legend, and you've got it made.
Now for a plan...
Posted by: Olivier Blanchard at October 28, 2005 2:49 AMThat cartoon kicks ass.
Posted by: mememe at October 28, 2005 2:58 AMYou guys do have a wonderful story, thats why I at least keep coming back. Rock on Hugh!!
Posted by: Avin at October 28, 2005 4:58 AMYou're got the right perspective on your PR success. It builds credibility that pays off over time -- usually not in a quick burst of sales. And telling your brand's story in a way the people find interesting is what PR is all about -- connecting the worlds of marketers and journalists. If you can do that, you've got it made.
And congrats on the Technorati 100. I'm in the top 56,000 -- for what that's worth :)
Posted by: scott at October 28, 2005 12:25 PMI think the Stormhoek blog provides a similar opportunity...read the blog, find out something cool about wine, buy it, give me a story to tell...
been meaning to stop over their blog with this comment, but I've been screaming busy...
Working PR for way too long I've learned one thing.. the story either tells itself or no amount of spin can tell it.
EC was a no-brainer. The story is so good the the reporters we've talked to so far just get it right away and want to turn around and tell it themselves. There's no spin or any of the other PR jedi mind tricks us PR folk normally have to employ.
Posted by: david parmet at October 29, 2005 2:57 PMyou (and Seth) and David Mamet are right on. Marketing, indeed life in general, is about story.
for this reason I'm making a little press room. I've gotten a couple other plugs since but you were among the first in the blogosphere. so thanks.
Posted by: The Assimilated Negro at October 30, 2005 9:07 PMNo worries, TAN. Your stuff rocks =)
Posted by: Hugh MacLeod at October 31, 2005 9:14 AMOh, you are SO right on. That mirrors what I told Google (they LOVED your cartoons, by the way).
Posted by: Robert Scoble at November 1, 2005 10:14 AM