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Telling Your Customer Company Story: Writing a Book to Connect with Your Customers

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If you asked your customers and employees what your company stands for, could they respond? Join us as author Fernando Pizarro illustrates the power of a good story and provides tips to get you started on creating your own strong company story that will help establish you as a thought leader.

Published in: Business
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Telling Your Customer Company Story: Writing a Book to Connect with Your Customers

  1. 1. Expertism: Writing a Thought Leadership Book to Connect With Your Customers Fernando Pizarro
  2. 2. 2 Housekeeping ©2015QUALTRICSLLC. The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar, we will have time designated at the end for Q & A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
  3. 3. Fernando Pizarro Author
  4. 4. Who, me? ©2015QUALTRICSLLC. image that conveys surprise
  5. 5. My new job. ©2015QUALTRICSLLC.
  6. 6. My new job. ©2015QUALTRICSLLC.
  7. 7. If you asked your customers and employees what your company stands for could they respond? ©2015QUALTRICSLLC. o No one remembers mission statements o Everyone remembers stories
  8. 8. ©2015QUALTRICSLLC. Now. Think about the brands that mean something to you…what do you remember?
  9. 9. ©2015QUALTRICSLLC. Apple and Steve jobs WALMART
  10. 10. ©2015QUALTRICSLLC. Facebook and Mark Zuckerberg
  11. 11. ©2015QUALTRICSLLC. Nike and Phil Knight
  12. 12. ©2015QUALTRICSLLC. Starbucks and Howard Schultz
  13. 13. What do these all have in common? ©2015QUALTRICSLLC. Story —you know where they came from and what they stand for.
  14. 14. These brands have spent a lot on advertising…but what you remember are their stories. ©2015QUALTRICSLLC.
  15. 15. Story is the new currency in an information economy — what makes your company’s story unique? ©2015QUALTRICSLLC. oWhether consumer or B2B — success = differentiation = your story oCompanies with a mission have a story, and stories are what binds you to your customers
  16. 16. Even in B2B – Marc Benioff and the Salesforce.com story ©2015QUALTRICSLLC. o Coming from Oracle o The war against software licenses o David and Goliath
  17. 17. ALERT: You control your story ©2015QUALTRICSLLC. o Your story doesn’t just happen. You define it. You emphasize it. You choose its conclusion. o The conclusion should be that you are unique, human, and above all . . . a thought leader in your space
  18. 18. How do you get your story out there? ©2015QUALTRICSLLC.
  19. 19. The best way to convey your philosophy is with one of the oldest media possible — the longform book ©2015QUALTRICSLLC.
  20. 20. How many words a day did Ernest Hemingway write? Question:
  21. 21. 500 words a day Answer:
  22. 22. Everyone in your company writes as much as Hemingway ©2015QUALTRICSLLC. o 500 words a day o You, personally, have written more at your age than Hemingway ever did! o You don’t need to hire an expensive writer like me — the book can come from anyone in your firm.
  23. 23. Why a book and not a website? ©2015QUALTRICSLLC. o Websites provide information — you are trying to get people to relate to your story o Websites are designed for snacking, not understanding o Humans understand linear stories — simple ones!
  24. 24. You may think that your company does not have an interesting enough story ©2015QUALTRICSLLC. o Wrong! — The process of writing a book reveals your story! o Wrong! — Your company is an expert in its industry — to a far greater extent than your customers. o Wrong! — Somewhere in your company history, old or new, is a relatable story . . . use that as the kernel of your book.
  25. 25. You have to make your book interesting ©2015QUALTRICSLLC. This forces you to think about how you are unique.
  26. 26. One of the most important things you can do to define the relationship is to define the terms – the vocabulary ©2015QUALTRICSLLC.
  27. 27. Some Guidelines ©2015QUALTRICSLLC. o Focus on the human elements of your story o Make the book short and simple o Make the messages memorable
  28. 28. Examples of successful books that defined companies ©2015QUALTRICSLLC. o Delivering Happiness by Tony Hsieh — Zappos o The Hard Think About Hard Things by Ben Horowitz — Andreesen Horowitz o Rework — Basecamp o Let My People Go Surfing: The Education of a Reluctant Businessman — Yvon Chouinard, Patagonia o #GIRLBOSS — Sophia Amoruso, Nasty Gal
  29. 29. Key steps to writing a book — the movie analogy ©2015QUALTRICSLLC. image here
  30. 30. Pre-production ©2015QUALTRICSLLC. oSelf awareness oMain ideas oOutline
  31. 31. Production ©2015QUALTRICSLLC. oWriting hacks o The Email Hack o The Power Point Hack o The Recorder Hack
  32. 32. Post-production ©2015QUALTRICSLLC. o Editing – it’s not all about you. o The Six Secret Screens o Personal o Unexpected o Controversy o Humor o Social proof o Data
  33. 33. 33 Conclusion ©2015QUALTRICSLLC. oOnce you have told your story you can share it with your customers, employees and the broader world to start establishing yourself as a thought leader in your space. oYour book can also become the basis for speaking engagements by your company at conferences and other events.
  34. 34. Write The Book On It: An Expertist’s Guide to Becoming a Thought Leader Sign up to receive updates on my upcoming book: www.fernandopizarro.com @pizarrowrites

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