{Originally published on Chris Brogan}

Marketing a product is hard. Think about it. If you’re the chief storyteller of Skype right now, what are you going to say about the product that will encourage more usage, more uptake, more awareness? The product is fairly solid, has a known set of features, and is one of a few “name brand” products in the Voice over IP space. So what can you say about it?

Companies face this trouble all the time. What will you say about Pepsi? How will you talk about the Ford Flex tomorrow? What should Titleist tell you about their Pro V1 balls?

The Stories You Can Tell

• Talk about the people. Who drives a Flex?
• Talk about success. Who used Pro V1 balls to change their game?
• Talk about change. Did Pepsi help a community with an important project?

One often-used point of view for storytelling is of the newcomer. For instance, in the upcoming movie Coraline, the story features a young girl who discovers a mirror world where things are much darker and more strange. We see this world as she discovers it, from over her shoulder, so that we’re both discovering it, Coraline and you, at the same time.

Companies are looking at Blogger Relations programs like this. Find storytellers who can explore something and discover it with you over her shoulder. It’s a way to shut out the omniscient voice of marketing from above and to introduce the perspective of someone from the outside looking in.

If you’re Skype, maybe the story becomes how a small village in a corner of Romania learns how Skype connects them to the rest of the world. The story becomes about the people who bring the service to the village, and how things change with it in place. No part of the story talks about emoticons, video in mood, or any other features. It talks about humans and how they experience the product.

Tell Small Stories Well – Idea Handles

When I discover new things, I share what I learn. You probably do, too. When we learn new things, one way we retain them is by teaching others as soon as we have opportunity to do so. Can you tell small stories that come complete with “idea handles?”

{Originally published on Dianna Huff’s B2B MarCom Writers Blog}

According to an October 2008 survey of 189 marketing professionals by Forrester Research (Making Social Media Work in B2B Marketing), B2B marketers continue to rely on traditional digital marketing methods to drive leads — including e-mail newsletters.

Yet, given the rise of blogs and other social media tactics — and overflowing e-mail inboxes — you might wonder if something as lowly as the e-newsletter is still a viable tactic.

The answer is: most definitely. Think about it. Despite the buzz about social media, email remains the #1 activity on the Internet. This means that all of us check email, read email, and respond to email constantly.

Plus, not everyone reads blogs or has a LinkedIn/Facebook account. I’ve had PR and marketing professionals tell me they never read blogs but they continue to read newsletters, something I realized based on my own experience.

Although I have this blog and Twitter, LinkedIn, and Facebook accounts, I still have people subscribing to my e-newsletter every single day.

(But, just because people still subscribe to e-newsletters doesn’t mean they’re reading them. If I get tired of a company’s e-newsletter, for example, I don’t unsubscribe, I simply delete it without reading it.)

If you’re a marketer who has been putting out an e-newsletter for years, now is a great time to look it over to see how you can re-invigorate your publication, and your audience, too, with the following tips:

{Originally published on SmartWomansGuides}

Today I had an interesting and educational experience. One of the great bloggers I follow on Twitter introduced a friend of his to the community. This friend is apparently well-known by many but, unfortunately, not me. But, since I trust the blogger who recommended him, I went to go check out the newbie’s profile. But I was foiled – the newbie didn’t have a profile! Gasp!

In an effort at brevity, I joked that the newbie’s Twitter profile was a little slim – no website link, no bio, nada. Just his name and a picture (which was a nice picture, admittedly). Frankly, I didn’t want to have to google the newbie to find out about him. Maybe I’m too focused on instant gratification, but well, fair enough, maybe I am. The web is all about instant info and ease and convenience and I’ve bought in.

One of my other Twitter buds messaged that this newbie was already so well known that he didn’t need to create a profile to get followers and he was busy. Wow. Not only did I still not know about this newbie (who now I wanted to know about even more, since he’s so busy and great) but now I felt like an outside, the only one left in the world to not know who he was just on his name and picture. The big capital “L” for loser felt squarely tattooed to my forehead.

After a moment of being stunned, the conversation got me thinking – are you ever so big that you don’t have to introduce yourself? You can guess my answer – a resounding NO.

Being focused on beginners, I try to be aware of the idea that there are people who aren’t living in my personal world, who don’t live in my bubble of experience. Like meeting people who’ve never heard of Twitter, or who have never purchased anything online, or don’t know what RSS is, it’s easy to think that maybe they’ve just been living under a rock. That’s not very kind or compassionate and it’s a bit foolish from a marketing point of view. It gives the impression that you don’t care.

{Originally published on Brand Autopsy}

While reading Bill Moggridge’s DESIGNING INTERACTIONS, I became aware of the “Ten Things Google has Found to be True.” It’s Google’s corporate manifesto from the early 2000s and it’s a very worthwhile read. [Maybe you've already read it and I'm just late to the party. If so ... then my laggardness is showing--sorry.]

Google’s ten things it has found to be true are:

1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10. Great just isn’t good enough.

You can (and should) read all the support prose in the manifesto as I’m just gonna share snippets from a few of the more universally meaningful tenants.

1. Focus on the user and all else will follow.
“From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site: The interface is clear and simple; Pages load instantly; Placement in search results is never sold to anyone; Advertising on the site must offer relevant content and not be a distraction. By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another.“