Lead Writer & Creative Strategist
THE CORPORATE STORYTELLER INC.
The old ways of advertising and selling and promoting are disappearing fast. Today, selling is all about telling the customer's story, not the seller's. Relevant, useful, findable content has replaced glitter and gloss because the only thing more relevant to the customer than money is WIIFM -- What's in it for me? How do you best answer your prospect's unsaid WIIFM question? By articulating a clear value proposition. We all know that perceived value is often as important as actual value. Clarity, cut and colour became the value proposition for diamonds, along with a marvellous ad slogan, Diamonds Are Forever, that completed...
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