Invite Customers Into Your World

Course content (6 lessons)

Jean-François Bouchard is aware and eager to share in this lesson, that it's no longer the competitive advantage to have the biggest agency or the most marketing dollars behind your company name. It's about mastering the art of the subtle invitation from potential customers to step into your world. So what's the secret to inviting customers in? It's all about your story.

[MUSIC PLAYING] It used to be that the only way of grabbing a consumer's attention was to go out, find an agency, put the big bucks behind a campaign. Pray the Lord that it would work out. And then hit or miss. So it's been working like this for close to a century. And now since a decade or two, the name of the game has changed.
I think that marketers can no longer buy their way into greatness. In order to grab the attention of people, instead of simply yelling at them and imposing yourself to them, more and more, it's about inviting them in a subtle way into your world. And I understand that this can be pretty tricky, especially when you're in e-commerce, and you need to acquire customers, and your investors are tracking this acquisition.
It's a bit hard to step back, and think a bit more in philosophical terms, and understand that if you're going to do this successfully, over the long run, it's not just about the maths of acquisition cost and the lifetime value of customers. It's about building a cult. And that is the true success. And it's extremely hard to do, or at the very least, creating a sense of community.
My belief is that the best way of doing this is by putting more emphasis on storytelling than simply on selling, because what sells today are stories. And maybe your story is going to cater to a smaller number of people, but it will touch them in a unique way. So I think that really understanding who you should be starting with, as opposed to starting with a mass of people is probably a wise way to go about it.
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Invite Customers Into Your World

Course content (6 lessons)

Module 1: Transformation or Extinction

01 |Module 2: The Consumer is the Medium

02 |Module 3: Consumers Aren't Just Consumers