Other Stories

What Children Can Teach You About Audacity

Be audacious. That’s how you grab and hold customers’ attention. That’s what makes a sale and buildsrelationships. Getting the attention of an adult can be harder than getting a hyperactive 4-year-old to pay attention. Every day your customers face a flood of commercials, ads, news and social media screaming to be noticed. My kids showed […]

Connecting with Your Client

Beneath the Cover, writing a book, warms to the company, client becomes a lead

In our last post, in outlining the six steps of the customer’s journey, we looked at step three: when the buyer becomes a lead. To recap, here are the six steps: 6. Satisfied customer 5. Receives purchase 4. Makes purchase 3. Becomes lead 2. Warms to company 1. Seeks solution We’ve looked at parts six […]

Old-Fashioned Children’s Books in a Digital Age

The digital age is upon us, but for parents, it’s still paper. With their children. The thing is, most children (and a healthy portion of adults) are easily distracted. And if parents try to read something to their children on their trusty tablet, well, the toddler might just prefer to play a game rather than […]

When Your Buyer Responds to Your Story’s Call to Action

Beneath the Cover, writing a book, uncovery method, receiving purchase, making purchase

In our last post, in outlining the six steps of the customer’s journey, we looked at what might happen when the customer, or buyer, or client, receives your purchase or contracts for your service. To recap, here are the six steps: 6. Satisfied customer 5. Receives purchase 4. Makes purchase 3. Becomes lead 2. Warms […]

The Best Way To Fail in Business

Word-of-mouth from a disgruntled customer spreads faster than wildfire. That disgruntlement comes usually from service rather than anything else. In his illuminating book The Culture Code Clotaire Rapaille, in examining cultural signifiers in different countries, found that in the U.S., what’s most important is great service. More important than quality. A Sampling in Shoddy Customer […]

Creating a Relationship with Readers

The serial novel is back. You probably hadn’t given it much thought, beyond perhaps recalling Stephen King’s bestselling The Green Mile from 1996 that was published in six paperback installments. Or you might remember how in the 19th century great writers such as Charles Dickens or Anthony Trollope serialized their massive novels to the vast […]

How Is Your Client Living Your Story?

Beneath the Cover, writing a book, satisfied customer, uncovery method

In our last post, we looked at the six steps of the customer’s journey that we be looking at in the scenarios for your product or service, and how it helps to think of the hero or buyer’s journey from the end of the story. To recap, here are the six steps: 6. Satisfied customer […]

Saving Bookstores, One Author at a Time

Authors to the rescue. The bestselling novelist Ann Patchett has opened a bookstore in Nashville. The author of such novels as Bel Canto and State of Wonder is the force behind Parnassus Books. With bookstores closing in her area, as in many others around the country, she didn’t want her neighborhood to be barren of […]

Telling Your Client’s Story Backward

Beneath the Cover, writing a book, satisfied customer

In our last post, we looked how a worksheet of definitions helps identify how your client on a journey through dealing with you. Think of that journey backwards: from the ending to the beginning. Use the hero, the steps the hero takes, the detours a hero encounters, and tell that hero’s story (that is, the […]

Books Are Only Part Of It

People still think they’re going to make a fortune from a book. That the book will make them. That their futures will be made. The truth is, the world has very few authors such as J.K. Rowling, who sell hundreds of millions of dollars from the sales of her novels. But even J.K. Rowling knows […]