We don’t tell stories for the heck of it. We tell stories to move people left to right. We call it the $-Value Meter, the only reason to be marketing. The fact that as we move audiences left to right, from awareness to advocacy, we build measurable value. Think about it: what’s your dollar value for each client, customer segment, or donor base as you’re able to convert them left to right?
A PROVEN FORMULA TO MOVE YOU LEFT TO RIGHT
Formula, but not formulaic. It’s a systematic way, with key variables to move your $-Value Meter. Ripple100 serial storytelling is art and science – a function of who your targets are, where in the meter they’re stuck, why.
$ = OFFERÂ x PRESENCE x [DIFFERENTIATION + IMPACT]
- where $ refers to sales, clients, donors (however you define success);
- OFFER is a specific ask your target can say yes/no to;
- PRESENCE is any touchpoint online or off for your ask;
- DIFFERENTIATION is the unique selling point of your ask;
- IMPACT is how important your differentiation is to your target;
- the function is multiplicative – none of the factors can be zero.
INTRODUCING THE LEFT TO RIGHT MOVEMENT
We started The Left to Right Movement (www.ltor.tumblr.com) as a cooperative network of marketing, creative, design, and technology professionals. Born and bred in New Haven, LtoR is coming soon to a business, nonprofit, event, or political campaign near you.