Interesting = Memorable.
Interesting = “Tell Me More.”
Interesting = Brand Awareness.
Interesting = Brand Awareness.
For all the obvious reasons, the stories of your business
are the lifeblood of your marketing. They can take many forms, but they are
often the reason someone thinks of you first.
Testimonials as Stories.
Probably one of the most effective stories you can have is a
testimonial from a happy customer.
Sometimes they aren’t easy to get, but they are worth the trouble. If
someone says “That was a great job.” or “I love your work.” or “Thanks for
taking the time to walk me through that process.” Ask for a testimonial.
And, no, you don’t say “Can you give me a testimonial?”
You might say; “Wow, thanks for appreciating that. Sometimes
we don’t know if our customers notice. I would like to put that on my website
(or in my brochure). If you will give me your email address I’ll write up a first
draft and send it to you for your approval.”
For most of us, writing something for public viewing is a drill
at best and torture at worst. If you offer to take the burden off and start the
testimonial, they are more likely to like the idea. And, you get to structure
it a little and give them a nudge in the direction you want.
How I Started My Business as a Story
People are fascinated with success stories. An appropriately humble story
about how you turned job skills into a business is always interesting. If it is
interesting enough, it might be the basis for a newspaper or neighborhood
newsletter article. Just start putting down the facts and don’t leave out the
struggles and the people who helped you overcome them.
Customer Successes as Stories
If your customers have personal successes, and especially if
your product or service contributed, these can be great stories for you. Maybe
Profiles of Businesses Who Use our Products or Our Clients at Society Events or
Best Gardens We Helped Create.
Case Studies as Stories
Prospective clients need to hear about the range of your
experience, and the depth of your expertise. A great way to share that is
through case studies.
A few notes of caution:
- Be careful not to over-share. Protect your client’s information and your own interests by a combination of de-identifying and editing details.
- Don’t take more than your share of the credit for client successes. Even de-identified clients like to look good.
- Make it a quick read. There are occasions when you need a straight case study. For marketing purposes, we are looking for the unusual, the interesting, the challenging aspects.
Market Trends as Stories
Sometimes what is going on in the market makes a great story
– especially for someone in a related industry. If you can gather interesting trend
information from reliable sources and share it with your customers, it can be
invaluable.
Be Interesting.
Here's a great quote from Guy Kawasaki on engaging customers.
"To be successful in business, you need to think beyond transactions, numbers, and sales and focus on the most important factor of any relationship: people. Enchant people with your likeability, your trustworthiness, and all your other engaging, human qualities, and you'll form honest, mutually beneficial relationships. When you do so, you'll find that customers embrace your ideas and adopt your perspective—for life."
From: Marketingprofs.com
Here's a great quote from Guy Kawasaki on engaging customers.
"To be successful in business, you need to think beyond transactions, numbers, and sales and focus on the most important factor of any relationship: people. Enchant people with your likeability, your trustworthiness, and all your other engaging, human qualities, and you'll form honest, mutually beneficial relationships. When you do so, you'll find that customers embrace your ideas and adopt your perspective—for life."
From: Marketingprofs.com
Next: The Competition – How Much Do You Know?
For more samples of our work go to: http://www.n8marketing.com
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