Story is so critical to word of mouth marketing that we are devoting a number of articles to it. Story is essential for tiny organization advertising and marketing. You want–you need to have–to have your shoppers pass on the essence of your brand for you to succeed.
Earlier we discussed the notion of “sweet somethings”–tiny phrases which describe your brand. You can tactically spot these all about your organization to reinforce what you stand for to your shoppers and prospects. The use of these whispered reminders of what your tiny organization does for its shoppers will stay essential for your advertising and marketing, irrespective of whether or not you attempt and move on to the subsequent step–the use of story.
The partnership is related to a newspaper headline and the accompanying story…the headline is critical, since it snags our consideration and draws us in. The story is critical, since it keeps us interacting with the paper and scanning these advertisements. The much more we are involved with the paper, the much more most likely we'll continue our subscription.
Even so, the extent you can use story to actively develop your brand depends on the sort of tiny organization you are in. The higher the emotional involvement your item or service plays in the life of your consumer, the far better your possibilities for your tiny organization to be capable to use story as a weapon in your advertising and marketing arsenal.
Let's return to a hypothetical tiny organization described in one more short article–Terry's ATV Shop. Terry sells All Terrain Cars, but he is actually in the entertaining organization. Even the farmers and ranchers who use his item in their each day perform lives just appreciate the rush they get from driving their quads. Terry has a dozen areas in his retail space to remind his shoppers his shop sells entertaining.
But what about the coin-operated laundry across the street from Terry's? It is significant, properly lit, with a individual attendant, machines that are usually in very good repair, and a three:1 ratio or washers to TVs. As a matter of truth, it really is the ideal laundry in town. There might be a way for the laundry to use an efficient story that ties in with its customers' feelings but for the most portion it will have to rely on options and positive aspects advertising and marketing approaches.
Does this imply the ATV organization is somehow a far better tiny organization to be in than the coin-op laundry organization? Not at all. Each can be lucrative if managed appropriately. But it really is critical to know up-front that diverse organization forms lend themselves to unique advertising and marketing procedures.
The benefit of story, of course, is that individuals are much more most likely to speak to their close friends about a tiny organization they are emotionally involved with rather than a spot that supplies them superior positive aspects only. Sorry, but that is the way it is. There are a lot of sturdy tiny enterprises that would have a really hard time stretching their solutions into a story.
Enter the Rubber Band Man.
Workplace supplies are fairly mundane, but Workplace Max has revived an old Spinners song from thirty years ago, coupled it with an energetic if off-the-wall young actor, and invented a single of the most upbeat ad storylines of the previous handful of years.
Granted, Workplace Max is not a tiny organization. They have the millions to roll out an pricey ad campaign. Your tiny organization does not. But at the heart of the campaign is nevertheless the inventive use of story to assistance drive sales in a organization segment that is normally viewed as emotionally flat.
And due to the fact we want word of mouth marketing to drive as a lot organization to you as doable, it really is critical to at least attempt and see if you can use story in your tiny organization advertising and marketing.
As we'll see in our critique of the book Legendary Brands, the genuine story you need to have to interact with is the customer's story.