Or 'How Geoffrey Chaucer's Marketing Technique Can Get You Noticed'

We were watching A Knight's Tale the other day (nothing else on TV) and were enjoying our favourite moments when it came to the point where Geoffery Chaucer (Paul Bettany) first announces Sir Ullrich (Heath Ledger).

What struck me was the contrast between Chaucer and his opponent's announcer. Now I know this is Hollywood but allow me to explain.

The opponent's announcer was very 'matter of fact', stated the facts of who they were and in a tone that was pretty much monotone. All very nice and straightforward. Nice. Plain. Boring. But I don't remember who he was announcing! From a marketing view that's an "ouch!"

Chaucer, on the other hand, is a bit of a showman. But what he did was tell a story, he captured the imagination of the crowd, yea, verily (couldn't resist!) he engaged the crowd on all sides rich and poor alike.

Of course he told a few lies as well, which we can't do, however he put his 'product' up where all could see him and in a way that you couldn't help but cheer and applaud.

So what does this mean to us who are endeavouring to be known in the market place?

For me it tells me we can be a little louder at the very least. Perhaps we cannot 'gild the lily' as Chaucer did about Ullrich, but maybe we need to investigate a little more what our product

It also means we need to create a story, something our listeners can hang on to and cheer, applaud when the time comes.

That may be difficult for some. I have a friend who works in IT and she told me once how she has noticed I love telling stories (true stories). At first I was a little miffed but in the end, that is what I do and if we want to be successful in sales, well do in some shape or form.

Chaucer got to the emotional level with the crowd and made a connection. We must do the same.