Complete Story
10/15/2020
010. A New Way to Look at Your Brand: Crafting a Story Your Customers Care About
Instructor: Steve Yastrow
Sunday, March 14, 2021, 1:00 – 4:30 p.m.
Why are most marketing messages ignored? Because companies communicate information that isn’t important to customers, in formats that don’t connect with customers. In this course, Steve will describe how your customers think in stories, not in bullet points. And the stories your customers care about most are stories about themselves, not about you. Steve will teach you that “your brand is not what you say you are, it’s what your customers think you are,” and describe ways to craft customer-centered brand stories that will motivate customers to want to do business with you – and not with your competition.
Steve Yastrow
Steve Yastrow is the author of three books, Ditch the Pitch, We: The Ideal Customer Relationship and Brand Harmony. Management guru Tom Peters said, “When Steve Yastrow writes, I pay close attention.” Seth Godin wrote that Ditch the Pitch “gives salespeople the courage to be human.” Steve’s in-depth, real world experience advising hundreds of companies and organizations inform his practical, proven approach to driving business results. He has been a keynote speaker for more than 20 years, speaking to hundreds of organizations. He is a former senior marketing executive with Hyatt Hotels and is now president of his own consulting firm, Yastrow & Company.
Bookstore
Old Dog, New Clicks: Online Industrial and B2B Marketing Know-How for the 21st Century
Bob DeStefano
Two big, related dynamics are changing the field of industrial and B2B marketing: It's an ever-younger crowd with a penchant for the wired and the wireless, and they don't enjoy phone sales calls. They're likely to Google you first, pop over to your website, then check out your social media accounts. How will they find you? What will they find when they do?
