E Hensley World Group, Inc.

brand, content strategy, SEO, copywriting, and demand generation consulting with community engagement planning designed to help you share your organization’s unique stories and build relationships with the people who need your products or services
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Tips for Believable Marketing that Converts

Humans are wired for stories--it's how we communicate. Read on for tips on translating your why and your vision into a storytelling style that's believable and that converts.

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February 6, 2014
  • Tips for Believable Marketing that Converts
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WELCOME

We all have stories to tell. We all have extraordinary lives--even if we don't yet recognize it.

Want help sharing your story? Want to connect with your audience and build a thriving community? I can help.

My recommendations will honor your why, respect your budget and your available time, and establish benchmarks for evaluating results. Learn how we can work together today.

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Tired of going it alone? Being a business owner--an entrepreneur--is tough! Join my community of entrepreneurs and receive bi-weekly letters to your inbox with down-to-earth advice you can put into practice without a huge budget or a large team.

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Where do you go for inspiration? ——— For me, it’s to conferences that attract creatives. Why? For out-of-the box, non-traditional approaches I can apply in my industry. ——— When everyone reads the same books, papers, magazines, social media. When everyone goes to the same events, a lot of the same happens. ——— It’s great to hear about a best practice. Not for the practice itself but how they struck on the idea, implemented it, and iterated. The process behind the best practice is where the treasure is. ——— So I’m counting the days until Alt Oasis starts. I can’t wait to hear @joannagaines speak. Her success wasn’t a fluke or random luck. She has a process she follows for every project. In that process are waypoints for flexibility, big swings, and personalization. But her process is what makes what she does repeatable and scaleable. And I for one can’t wait to find out more, because I’ve already seen ways I can incorporate some of what she does in my work. ——— Will I be seeing you in Palm Springs? Who/what are you most excited about? ——— #altsummit #altoasis #altoasis2019 #travel #traveling #womenshistorymonth #womensupportingwomen #womensupportwomen #womensupportingotherwomen #womanrunbusiness #femaleentrepreneur #womanentrepreneur #theboss
What’s your myth or your product’s myth? Hint: it’s your origin story. ——— Myths are one of the most powerful types of stories. They form the heart of a brand. And we all tell them. Consciously or not. ——— While I have limited time I set aside about half an hour a day to read. I mix up what I’m reading as inspiration can come from anywhere. ——— Right now I’m reading Myths America Lives By. Many talk about the “American Dream.” That’s a brand promise (and not the focus of this book per se). ——— What I’m learning from this book is that no matter how carefully you set up your offering, you never have complete control of your brand. It’s especially true if your offering has global reach. ——— This book talks about the vision the founding fathers had about the promise of America and who they served (spoiler: NOT everyone, just specific white Europeans). If you’ve ever wanted to get more insight into how economics, race, religion, and more can shape a brand’s legacy, this is a good read. ——— Speaking of branding, I’m frequently asked why I have food in so much of my business imagery. Here’s why! I think of marketing as a conversation. So I want to picture sitting down across from you at a cafe table and chatting. Most of us don’t have time for a full meal—I eat at my desk a lot or on the run from one place to another. But I’m frequently able to make a coffee or dessert date. Now you know why there’s so much food in my photos. ——— #succulents #succulentsofinstagram #succulovers #saturdaymorning #saturdaysucculents #succulentsaturday #succulentsaturdays #indoorgarden #indoorgardener #cookies #tea #teabreak #teabreaktime #bookstagram #recommended #storytelling #branding #reading #reading📖 #readingtime📖 #altsummit #altoasis
Did you know that beckoning cats have their roots in Japanese, not Chinese, culture? ______ I didn't. ______ Like many, and as humans do, I told myself a story and never checked it. The story: after seeing multiple beckoning cats in Chinese restaurants that they must be Chinese in origin. (You can learn more about them here: https://luckymanekineko.wordpress.com/2011/04/13/the-road-to-gotokuji/) ______ Everyday we make lots of assumptions. We share stories that we believe to be true that might not be true. ______ Best practices can be like that. For example, Tuesday morning is the best time to send email. Now is Tuesday morning really the best time? ______ There was a study done at one time and this guidance is based on *average* open rates across multiple campaigns in multiple industries. Remember that average means middle--there are better times and there are worse times. ______ Whether or not Tuesday is the best time for our emails, few of us test that assumption. Or we might have initially but haven't recently. ______ This week I challenge you to write down your marketing and social media practices. Then doublecheck them. And by doublecheck them I mean set up tests. Confirm for yourself what really works. Share what works with your team and do more of that. And, best practice or not, if something isn't working, do less of it. ______ What will you investigate in your organization this week? . . . #beckoningcat #statue #manekineko #caturday #catsofinstagram #sanfrancisco #sfoterminal2
Everyone needs to hear they've made a difference. That they're valued. That they've been seen. ______ If you have a hard time telling someone how they've affected you. Or if you get tongue tied giving compliments. These cards by @erincondren with positive statements are your answer. Because think about how great you'd feel if you were having a rough day and you saw one of these left by a coworker on your desk or tucked into your notebook. ______ Stacy London's keynote yesterday has me thinking about random acts of kindness that I can incorporate into my routine. ______ What random acts of kindness do you practice? . . . #ShareAtAlt #Stars #Paperclips #Pen #AltSummit #FlatLay #FlatLayOfTheDay #OnTheTable
Years ago I traveled to Paris and lost myself as I walked through one Arrondissement after another and up and down alleyways. ______ What struck me were the architectural details. The glow of marble facades when the dusk light hit just right. ______ I thought about how bland the Bay Area suburbs were with their cookie cutter houses. Rows of tract homes with gardens in various states of care. _______ Today as I waited to catch a cab the colors of The Salvation Army Senior Center caught my eye. And then I noticed the detailing of the security bars and the rich patina. For a moment I was back in Paris. ______ There's beauty wherever you go, if you let yourself see. _______ #SanFrancisco #SoMa #StreetScene #Streetscape #Bicycle #Window
It’s been awhile since I’ve introduced myself. It’s hard to remember that not everyone who follows me knows me. So here goes! ______ I’ve been treating marketing as a conversation among friends for almost two decades. Before “content was king” and “promotion was queen,” I’ve tried to produce collateral that went beyond simply selling a product or service. I’ve wanted to answer a customer’s question, teach them how to do something better or more efficiently. ______ But that introduction isn’t riveting, it's boring. Now for a different introduction (or revelation). ______ I get incredible stage fright when I have to stand up in front of an audience. This has been true for as long as I can remember. In high school, I joined the Speech Team to get over it. Later, I participated in Toastmasters International. Alas, nothing makes the butterflies in my stomach settle down. There’s a name for my stage fright: Imposter Syndrome. In fact, it’s why I haven’t embraced video yet. But, 2018 is the year I’m going to expand beyond my comfort zone with written words and move to speaking on camera. ______ So thank you for following me. And I hope you find useful insights here often. In case you struggle with ideas for get to know me posts, I’ve pulled together 79 prompts. They’re even organized according to what action you want from your followers: to do, to feel, or to know. Head to the blog to find out how to get them (temporary clickable link in profile): http://bit.ly/79CreativeIntros ______ If you could so indulge me, tell me what you’d most like to learn about marketing and I’ll try to help!
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E Hensley World Group, Inc.

brand, content strategy, SEO, copywriting, and demand generation consulting with community engagement planning designed to help you share your organization’s unique stories and build relationships with the people who need your products or services

Branding, content strategy, marketing, demand generation and community engagement for organizations that want to connect with customers through a passionate, believable story in their own voice. Hire us to put the person back in personality and create marketing materials that spark conversations and grow relationships.

E Hensley World Group, Inc. | , San Francisco, CA, 94110, United States
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