'All the World's a Stage'
Jacques, As You Like It
by William Shakespeare
In a flash of inspiration I wrote the introduction for the book this morning....
I come from an acting background, and now realise it’s one of the best you can have for branding, sales and marketing. The entertainment industry teaches you how to gain attention and capture people’s imagination. You learn how to tell stories. I often see in life and business, how stories connect people to products, services and brands far more than data. People buy the story you tell them.
I advocate authenticity and therefore believe in telling people stories that not only lead to profit, also come from truth.
In the world of performance you also learn how to take people on a journey and give them an experience. Much of the power of a brand lies in giving your clients consistently engaging experiences. Even if that’s as simple – and profitable – as well designed after sales service. As for the journey, well, that starts from the moment your clients see an ad to when they come across your website or pay their invoice. It even goes beyond that, to the moment your client decides to buy from you again. And again and again. Just like the sales cycle, it’s continuous.
One of the biggest lessons I learnt as an actor, I repeatedly learn in business. Reaching your audience is not about you. It’s not about what you think or feel; it’s about what your audience does. As an actor it can be easy to indulge in your own emotions and get caught up in navel gazing that disconnects you from your audience. In fact, it often does the opposite: alienates them. The same goes for your brand, marketing, even your sales. Rather than telling them how good you are, focus on the features, benefits and advantages you’re giving your clients. Otherwise, as Shakespeare says, ‘it’s a tale told by an idiot, full of sound and fury, signifying nothing.’
Research your audience. Give them a meaningful experience. No matter how small or simple, make it resonate for them.
Before we launch into the body of the book with practical, creative and often inexpensive ways to bring in big dollars for your small business, I’ll remind you to think of the link between branding, marketing and sales like this: branding is the story you tell to create an experience for your audience. Marketing is the messenger delivering your story (your show collateral: posters, flyers, promo products), and sales, well, they’re show time.
To quote Shakespeare once more, ‘All the world’s a stage, and all the men and women merely players.’ I challenge you - as I do myself - to be a player who makes a difference.
Thanks for reading
Michael Neaylon
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