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The Endearment Effect

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Steve Sue
Steve Sue

How to create customer preference, loyalty and referral. Few companies can compete on price point alone. Most use some sort of preference or brand story device to create customer relationships. Creating company like-ability and pushing the endearment quotient improve marketing & sales results, business processes and employee morale.

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The Endearment Effect Steve Sue, steve@storymanager.com © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell
Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference
Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference, Loyalty
Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference, Loyalty & Referral
What’s Endearment? Price Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com ≠
What’s Endearment? Brand = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
What’s Endearment? Story = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
What’s Endearment? Love = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
Endearment Exercise © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell
1. Your Mission © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
2. Story-Crafting helps get through featuring © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
2. Story-Crafting helps get through featuring © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through featuring families © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through featuring families safe and stylish transportation © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through featuring families safe and stylish transportation Swedish engineering © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through featuring families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
2. Story-Crafting helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
3. Result Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
3. Result: Vision Statement Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
3. Result: Mission Statement Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
3. Result: Elevator Pitch Hi, I’m __________ from Volvo. Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
4. Endearment Review Love Cust POV Benefits helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
4. Endearment Review © 2015, BizGym Fitness Center. All rights reserved. www.bizgym.com www.storymanager.com Uniqueness Transparency helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life.
4. Endearment Review Love Cust POV Benefits Uniqueness Transparency helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
The Endearment Effect © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com = Preference, Loyalty & Referral Love Cust POV Benefits Uniqueness Transparency
Solutions Customer Attraction Studies (CAS) Linguistic Assets & Strategies (LAS) Web / Search Engine Optimization (SEO) © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Likeability & Endearment Services Steve@StoryManager.com
Solutions Strong Stories Sell FREE 30-Day Coupon Code: BBBLOVE © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
The Endearment Effect Likeability & Endearment Services Steve Sue, steve@storymanager.com © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell

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The Endearment Effect

  • 1. The Endearment Effect Steve Sue, steve@storymanager.com © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell
  • 2. Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference
  • 3. Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference, Loyalty
  • 4. Why Endearment? © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Customer Preference, Loyalty & Referral
  • 5. What’s Endearment? Price Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com ≠
  • 6. What’s Endearment? Brand = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 7. What’s Endearment? Story = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 8. What’s Endearment? Love = Endearment © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 9. Endearment Exercise © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell
  • 10. 1. Your Mission © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 11. 2. Story-Crafting helps get through featuring © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 12. 2. Story-Crafting helps get through featuring © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 13. 2. Story-Crafting helps get through featuring families © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 14. 2. Story-Crafting helps get through featuring families safe and stylish transportation © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 15. 2. Story-Crafting helps get through featuring families safe and stylish transportation Swedish engineering © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 16. 2. Story-Crafting helps get through featuring families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 17. 2. Story-Crafting helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Volvo
  • 18. 2. Story-Crafting helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 19. 3. Result Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 20. 3. Result: Vision Statement Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 21. 3. Result: Mission Statement Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 22. 3. Result: Elevator Pitch Hi, I’m __________ from Volvo. Volvo helps families get safe and stylish transportation through Swedish engineering that features cutting-edge technology coupled with superior design. Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 23. 4. Endearment Review Love Cust POV Benefits helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 24. 4. Endearment Review © 2015, BizGym Fitness Center. All rights reserved. www.bizgym.com www.storymanager.com Uniqueness Transparency helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life.
  • 25. 4. Endearment Review Love Cust POV Benefits Uniqueness Transparency helps get through that features families safe and stylish transportation Swedish engineering cutting-edge technology coupled with superior design. Volvo Volvo. For Life. © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 26. The Endearment Effect © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com = Preference, Loyalty & Referral Love Cust POV Benefits Uniqueness Transparency
  • 27. Solutions Customer Attraction Studies (CAS) Linguistic Assets & Strategies (LAS) Web / Search Engine Optimization (SEO) © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Likeability & Endearment Services Steve@StoryManager.com
  • 28. Solutions Strong Stories Sell FREE 30-Day Coupon Code: BBBLOVE © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com
  • 29. The Endearment Effect Likeability & Endearment Services Steve Sue, steve@storymanager.com © 2015, BizGym Fitness Center. All rights reserved. bizgym.com steve@storymanager.com Strong Stories Sell