L.J. Keys

Tag - writer

Creating a Personal Marketing Strategy

I began by asking myself what marketing means to me. From the various job postings I’ve applied to over the past few months, I have a good idea of what the market requires for this type of job. I went to school for Marketing and have gained experience from many of my jobs, especially my most recent job at a library. But standard marketing techniques weren’t what I was trying to define. I wanted to understand what I want to do as a marketer. I decided to focus on a newcomer to the marketing job postings I’ve seen: storytelling.

As a writer, I already felt connected to the concept. Not only do I have experience crafting fictional stories, and even offer a lecture on the structure of a story, I also took a Storytelling class at the University of North Texas in 2021. We discussed the ethnography, history, theory, and methods of storytelling. Through that semester of story research, analysis, and adaptation, I reached a deeper understanding of what it means to tell our own stories. Having that focus, I wrote the following essay.

Marketing Strategy

The marketing strategy I use is, of course, dependent upon the company I am working for. However, I believe that every Marketer also has a personal strategy that is woven into their standard practices. My personal strategy hinges on three concepts: storytelling, networking, and connection.

Photo by Jason Goodman on Unsplash

If a marketing plan doesn’t already exist, I start by sitting down with decision makers and talking about the company’s goals and assessing into three categories: “probable”, “possible”, and “prep work required”.

  • “Probable” means this avenue will succeed with little to no effort.
  • “Possible” requires slight effort and may have a few variables that still need sorting out.
  • “Prep work required” or PWR means there is a lot of work to be done where this idea or concept is concerned. It’s viable, but will take quite a bit of effort.

We prioritize these lists and determine metrics by which we can measure progress. With each goal, each assessment, we explore what story we are telling. “Storytelling is a fundamental human experience that unites people and drives stronger, deeper connections” (Whitler, 2018). In our current environment of brief, at-a-glance interactions online, it becomes even more important, not to inundate potential or current clients with pointless verbiage, but to take stock of these stories and make certain that we are distilling the best parts of who the company currently is and where they want to be in the future. 

Photo by krakenimages on Unsplash

The three concepts (storytelling, networking, and connection) also work as a pipeline. Especially for small companies, networking isn’t just from the inside out. Once the story is set, we want to network within to ensure the company is utilizing all of what is already available to us. We dedicate time and effort, chatting with every employee, gathering resources that we can later decide whether or not to pursue. We, once again, assess whether the items we’ve chosen to pursue align with our story. Whitler (2018), in her article Three Reasons Why Storytelling Should Be a Priority for Marketers, states that “as marketers, we should always be seeking to learn more about the world we live in, the brands we represent, and the consumers we serve.” I believe that this in-house discussion with employees will not only provide insight into the world we live in, but also, additional jumping points for the goals we’ve set previously (and maybe even some new ones).

Traditional networking outside the company is also a key part of the marketing process. As we have assessed the story our company is telling, it’s also important to assess the stories other individuals, companies, associations, etc., are telling and most importantly, whether they align.

Where storytelling and networking meet, we find connection. In his article What is Storytelling in Marketing, Chapman (2022) talks about how stories unite an audience; that your potential and current clients all share “pain points” and “aligned end goals”. The main impact of incorporating stories is to weave emotion into the ever-present low hum of marketing being thrown at us. Emotion, causing connection, elevates your brand above the low hum.

In summation, we write the story, we bolster it with likeminded people, and we connect with the people that need to hear what we have to say. What I, and other marketers, bring to the table is an outside perspective on the company. We bring fresh eyes to your website, branding, social media, and overall marketing plan. My goal is to create an environment where discussion about marketing and viewing measurable metrics regularly is easy, that emotional connection is at the forefront of these discussions, and the heart of your company is illuminated. And so, your story begins.

References

Chapman, L. (2022, August 17). What is storytelling in marketing?. Product Marketing Alliance. https://www.productmarketingalliance.com/the-what-why-and-how-of-storytelling/

Whitler, K. (2018, July 14). 3 reasons why storytelling should be a priority for marketers. Forbes. https://www.forbes.com/sites/kimberlywhitler/2018/07/14/3-reasons-why-storytelling-should-be-a-priority-for-marketers/?sh=453957e66758

Cover photo by Cookie the Pom on Unsplash

The Heavenly Grump

This story is a prizewinner! No really, it won the flash fiction contest at the Roanoke Public Library Writing Conference in 2019!

“I don’t wanna do this,” said Roger, crossing his arms.

“A thousand years in heaven and you’re still a curmudgeon. How do you manage it?” asked the Divine.

“It’s a gift,” snarled Roger. Five hundred years ago, his stubbornness had deemed him “ineligible” to be a Guardian Angel. He knew he wasn’t getting out of it this time but he had to try.

“Come here,” She said.

Roger didn’t move. He realized he was holding his breath. He finally pushed the air out of his lungs and propelled toward Her as if his own breath was the wind behind him.

“There she is,” said the Divine, pointing through the large glass window of Her office. A young girl walked on a college campus. She was dressed for winter. Roger felt a chill straight to his bones. He hated the winter. Cold and wet and frostbite and—

The Divine had placed Her hand on his shoulder. He was warm again.

“What’s her name?” he growled.

“Annabelle,” replied the Divine.

Before he could stop them, the words fell from his mouth, “Had a dog named Annie.”

“I know.”

“Of course you do.”

“Perhaps the only thing you ever loved?”

Roger harrumphed.

A long silence and three sighs later, Roger mumbled, “Well, what am I supposed to do to her?”

The Divine gave him a knowing look but he refused to meet Her eye.

“Well, where’s the list of guidelines? What are the rules?” asked Roger, getting impatient.

Her voice was flat with feigned annoyance but Her eyes danced. “We don’t have rules or guidelines, Roger.”

He opened his mouth to speak but the Divine spoke first, “Your job is just to love her.”

“To what?” cried Roger. It was as if he’d been told he had to tear her limb from limb. His horror swelled as he saw a familiar look in the Divine’s eye. “Don’t—“

Before he could finish his sentence, some unseen heavenly orchestra began to play. She took Her hands out from behind her back, a microphone in one and the other a dazzling jazz hand. The wall behind Her disappeared like a falling curtain and a vast, glorious choir surrounded them.

“There’s nothing you can know that isn’t known, nothing you can see that isn’t shown. There’s nowhere you can be that isn’t where you’re meant to be.”

Roger groaned as the ensemble swayed and harmonized.

Louder still, She crooned. “It’s easy!”

She threw Her hand out in his direction, not so much asking as demanding he sing the next line. He stared at Her with a new kind of fury. His lead-in played over and over. As Her eyes burrowed into him, he felt his heart soften. As if of its own volition, his mouth formed a whisper, “All you need is love.”

With one last echo, the room was plunged back into silence. The spotlights went out and the two of them were once again enclosed in the Divine’s office, earthly sunlight pouring in through the window. Her arms crossed in front of Her, a smile in Her eyes, as if nothing else had happened, She said softly, “Love is all you need.”

He stared at Her. His anger boiled over.

“Then where was mine?” he yelled.

“I’ve been waiting,” She said. Patiently, kindly, waiting for him to continue.

“Ever since I got here, all I hear about is love! Before coming her, I’d never seen it, never experienced it. Where was my guardian angel?” he howled and fell to his knees, his anger turning to tears.

She approached him slowly and placed Her hand on his head. “You’ve been here for a thousand years, Roger. What took you so long to ask?”

“Because it felt like a mistake. Me being here. I didn’t love, no one loved me.”

“Roger,” said the Divine.

He didn’t move.

“Roger, stand and look at me,” She said with equal parts compassion and force.

He did. And he had never seen such a thing. She was glowing, somehow emanating warmth and understanding.

“You were there to learn something, you’re here to learn something. At least, that’s the goal. All of us must always, intentionally be in the midst of growing. And the only way we can possibly grow in a way that changes us to our core – is to love.”

He scoffed but met Her eye again, his eyes still shining with tears.

“What if I never learned?” asked Roger, his voice small.

“Annie, Roger. Annie was your guardian angel. Annie was your love.”

Roger heard a scratch and looked behind him. He saw little white paws sticking out between the carpet and the bottom of the office door; he heard a nose sniffing furiously. He walked toward the door as it opened. Annie ran in and jumped into Roger’s arms and he fell to the ground. Both frantic and calm, she nuzzled into the crook of his neck. His heart overflowed.

He suddenly remembered where he was.

He got up and turned back to the Divine. She was standing by the window, looking out.

“It’s time,” She said without facing him.

He understood. Or at least, he understood more than he had before and that was enough for now. The office disintegrated around them. Roger and Annie were back in the farmhouse, his chosen heavenly dwelling.

“Time for a walk?” he asked Annie.

She wagged her tail just like she used to, but this time, he appreciated the knowing in it.

Out the front door, they stepped onto the college campus, just as Annabelle approached. She stopped abruptly as her backpack fell to one side. The strap had broken.

“God damn it all to fucking hell!” she yelled for the whole campus to hear.

“Oh, I’m going to like her,” said Roger.

And Annie wagged her tail in agreement.

For those who don’t know: yes, I wrote this story for my dog, Annie.

The Goodest Girl

Plot Structure

Watching this magical YouTube video is the first time plot structure REALLY made sense to me. Of course I knew that a story needs a plot. It needs a drive to get from Beginning to End. But I hadn’t really grasped it until watching this video. It comes in at just shy of an hour and a half – but it’s totally worth it.

It’s supposedly more about screenwriting than about writing a novel – but needless to say, I found it applicable.

Michael Hauge knows what he’s talking about.

Hope you enjoy as much as I did!