October 25, 2021

Our greatest tool

Following nicely on from the last post, I recommend this series of posts from my friend Mary Jane Copps – The Phone Lady.

You’re probably familiar with the idea that as humans we are wired to look for stories, which means that telling them is a great form of marketing.

What Mary Jane makes us realise is that before you can tell your own story effectively, you have to first find the story of the person you are talking to.  Not the story of the avatar you’ve created to ‘represent’ them, but the actual story of the actual person you are speaking to right now.


Because “It’s within their story that your value takes root.

That means that whatever your process for communicating one-to-one with prospects or clients is,  it must have room for curiosity, and enough flex to accommodate the learning you gain by exercising that curiosity.