When someone is thinking of internet
marketing and how to begin and what to
do next, it can be a big dilemma. How
do you begin and what do you begin with?
What are some of the strategies that you
might use or how does internet marketing
become easier by using certain tools?
Nancy Duarte in her book “Resonate: Present
Visual Stories that Transform Audiences”
suggests that you think of something inside
of you that rings true. Find common ground
what is a “walk in their shoes” like?
Your audience, whether it be on stage,
blogging or emailing, needs to see that
you care. One of the best qualities is
empathy. What is it that allows your
story to be empathetic.
You need to find common ground, some
shared belief, some shared visions. Try
to get into their heads and speak from
Many people are comfortable with their
status quo, so how are you going to get
within their heads and make a difference.
What strategies are you going to use?
A suggestion is to get in bed with them
(figuratively not physically) and trying
to figure out their worries, their aspirations.
What are they worried about, what are
their dreams and desires? You can then
communicate with them.
Much of what we communicate is
analytical in nature, so the best way to
get your points across is to wrap it in
a sugar coating.
This is where story telling comes into
play. Wrap it in something that is full
of heart and warmth – sugar coat it!
The key to any story, it must have to be
effective. It has to have some sort of
transformation. It has to have a hero
and a protagonist (a champion).
By the middle of the story (it doesn’t have to
be long) you are all rooting for him/her to
get the girl/boy. Then by the end of the
story he/she is transformed. As a listener
or reader, you are physically involved with
the whole story. (The pupil of your eyes
will tell when you are involved).
Now this doesn’t mean you have to be a
great story teller, but you will be amazed
at how quickly you can become a better
communicator but just following a few
The great communicators, the great speakers
have created a sense of tension and then relief
by transforming between the gap – what is and
what could be. The hope of the future becomes
The real difference between a good presentation
and one that is not as good is planning. You need
to have a unique point of view, a transformation
in which you want your audience to go there,
Establish what your big idea is – what is
important to get your idea or ideas
across and how will your audience process
the information. Build and structure your
communication as to what your audience
really cares about.
Establish what is and then go for the
what could be. Make sure you make
the audience the hero, not you the
presenter. The presenter puts an
idea out there for the audience to
The audience is the most important
person in the arena or in the blog
or the email. You are there to help
them along with their journey.
You, as the presenter, are in essence
a mentor, one who helps the audience
with an insight to get unstuck. Obviously
this also applies to blogging or emailing.
Some very good examples of good story
tellers are Steve Jobs and Martin Luther
King. One has to also realize that Steve
Jobs sometimes would spend up to 6
weeks before he might have made some
of his biggest speeches or presentations.
He was well prepared and that is exactly
what you need to do. Not six weeks,
but the important thing is that when
you blog or email, that you need to be
prepared to do some research and
searching to be prepared.
Some people might be able to write
or speak right out of the gates, but
that certainly wasn’t and isn’t my
forte and probably isn’t for most
1. Have empathy
2. Walk in their shoes mentality
3. Find common ground
4. Wrap your words in candy coated
5. Story telling and effective
6. Transformational story
7. Planning your story telling
8. Be a mentor – helping them on their journey
Internet Marketing does and always will have
strategies but it is how you developed them
and how you use them that will determine