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What Happens When We Share More?

In early 2012, Leeds-based virtuoso guitarist Jon Gomm was a struggling musician playing in small pubs in Yorkshire. Stephen Fry, the English author and comedian, stumbled upon Gomm’s music on YouTube and was impressed by his incredible musicianship. Fry turned around and shared Gomm’s song ‘Passionflower’ with his 4 million followers. The rest of the story, as they say, is history.  Today, that one song now has over 6 million hits on YouTube and Jon Gomm performs all over the world earning a fantastic living from playing his guitar. It’s a great example of how a little bit of sharing goes a long way to success!

At TopRight, we know that there are two things that will determine the success or failure of your business:

  1. Your story
  2. Your customer’s experience of that story

Everything else is the filler of how you get from one to the other: how you deliver that story as well as the proof of that story through the experiences your customers have with your company, products, and services.

And this is where shareable story plays a role.

A shareable story is a brand narrative so compelling, meaningful, and authentic that people are passionately driven to share it with others. Here are some things that many still don’t know about the power of shareable story.

Did you know that 10% of the world’s population convinces the other 90% to do something?

We help you find and talk to that 10%! The people within this 10% are called influencers, and they’re people who move others to action. Influencers find great joy in sharing their experiences and stories because of the impact it will have on other’s lives. They stash away stories and bring them out when they believe somebody in their social universe will benefit. A WARC study defines influencers as ordinary people who are more likely than average to share ideas and recommendations. You need not find them online, nor start your own YouTube channel. The ones that matter are out there IRL.

Did you know influencers tell two times as many people about their purchases than non-influencers and that referred customers have a 37% higher retention rate?

We know how to recognize an influencer! Everybody is influential, but not everyone is an influencer. Influencers live to share stories, and they share them with the right people at the right time. They’re not celebrities and would never accept compensation for their time or recommendations. TopRight combines word-of-mouth marketing expertise with the strategic know-how to develop the catalytic strategy to initiate that story and the depth of knowledge and expertise to implement and measure it.

Did you know a recommendation from a trusted friend is 50 times more likely to trigger a purchase than any other source? 

We help you craft a shareable story that is rooted in authenticity. The “Art of the Story” is crafting and speaking the truth of your brand in such a way that it is actually not about you at all. It’s really about your customers and the difference you make in their lives once they engage with you, buy from you, and stay with you. In other words, it’s when your customer has been transformed from simply being a customer into being an advocate for your brand, products, and company. They do this only because you have authentically made an impact in their lives, and they want your story and brand to be part of their own story and brand.

If you want to learn more on how to harness the power of shareable brand stories in a way that gives customers a reason to care , a reason to listen, a reason to buy, and most importantly, a reason to share, then download Transformational Marketing: Moving to the TopRight today or order a copy of my new new book Marketing, Interrupted.

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