Archive for May, 2012
If you need further confirmation of the power of story to move decision-makers to action, or just want to see story beautifully wielded as a marketing tool, check out the video below by Michelle Phan. In it, she uses Joan of Arc’s divinely inspired mission to imbue rings and bracelets with deep meaning. Note how she speaks directly to the viewer, putting them in the same category as the legendary saint:
“I guess, in a way, I should thank Joan of Arc and all of you for inspiring me to believe in myself.”
It might not sound like the most eloquent statement taken out of context, but in the video the sentiment is heartfelt, real, and engaging.
Also note, instead of directly asking the viewer to buy, she implores, “Never give up on your dreams.”
The connection is made. Buying Phan’s accessories = your commitment to and inspiration for fulfilling your destiny.
As her offerings are not “just” accessories, so are professionals’ wares much more than technology strategy, operations leadership, or marketing campaigns.
When you prepare your career communications, think about the story, symbol, and/or concept you could use to convey the real meaning of what you do. For example:
A marketing executive does not just manage campaigns, she spreads your company’s most important message to the world.
An operations leader does not just make sure all the cogs are working, he delights your customers and stops the hemorrhaging of your bottom line.
Here’s one of my favorites from a real client, and most relevant to the Joan of Arc example:
A construction manager does not just build buildings, he is the MacGyver of construction, using uber-creative thinking to get the job done, no matter what.
Again, the connection is made.
Hiring you = spreading their important message, having delighted customers, knowing they’ll be the one construction company in the world to get projects completed on-time and on-budget.
There is a reason Michelle Phan has the #1 female channel on YouTube, coverage on platforms like Vogue and The New York Times, and a contract with Lancome. Where would your career be if you could use story like this?
Need help crafting a compelling, story-based message to land your dream job or take your executive career to the next level? Let’s Talk.