Sean Jackson and Katy Katz“Storytelling” and “empathy” have become business buzzwords, which is either hilarious or sad depending on your perspective. These two words, however, are at the root of what it means to be a human being.
And yes, these two words are also the key to effective marketing of any kind. When you add in a strongly integrated mix of content and the right products and services, you’ve got an amazing business.
Bryan Eisenberg joins us today to discuss the principles from his book Buyer Legends (co-written with his brother Jeffrey Eisenberg and Anthony Garcia). In short, we’re talking about stories told from the point of view of your customers; because your brand isn’t what you say it is … it’s what your customers say it is.
In this 33-minute episode Bryan Eisenberg and I discuss:
- Why you’re telling a story whether you’re trying to or not
- How the 80/20 Rule applies to your online marketing
- Why understanding the buyer’s journey is critical
- How to switch to your customer’s perspective
- Why you need to combine art and data to succeed
Listen to The Digital Entrepreneur below ...
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Hey Bryan and Brian, Great episode.
Small world – My son (Jake) played baseball with Bryan’s son back in Brooklyn before they moved out to Austin. I know very well THAT Staples mentioned in the show by Bryan. Perhaps it is a Brooklyn thing? We also moved from Brooklyn out to the burbs. The Staples out in the burbs where we live now is a much better business experience.
Bryan – Time flies, our boys both started 5th grade this week!
I’ve gotten into Copyblogger recently and am an NRM owner and hope/plan to launch a new content hub for my biz on the platform soon.
Say hi to the family Bryan-
Brian, thanks for yet another great program! Am really loving the Copyblogger/NRM vibe!
Great interview.
I headed over to Fast Company to check out the Airbnb video. Didn’t see anything relevant in “Videos” and stranger yet, could not find a “search” field anywhere on the site. Maybe Fast Company needs a buyer legend. 😉
Could you put a link in the show notes?
Here is the link: http://www.fastcompany.com/3002813/how-snow-white-helped-airbnbs-mobile-mission
Thanks for the link, Alfred. Wonderful video – even better concept!
Love these podcasts, Brain! They are brilliant. I do miss your old co-host, but they are still highly relevant. Keep them coming please! Internet business is complicated. It helps to have a seasoned pro walk you through it. 😉