Let me ask you… What’s your story?
Do you and your business have a story? How did you get to where you are and why did you create the business you have?
We get so used to all the “guru’s” and others preaching to us that no one cares about you and only is interested in themselves.
This can be true to a point. We’ll get to buying triggers and selling your benefits like a pro later, but for now…
Let’s dive into creating your story.
Here’s something I found interesting and you may too…
I was looking at Google analytics on one of my websites (basically page views, what people looked at and how long they were on my site).
It turns out the page that was my story was visited by over 70% of new visitors to my site.
Guess how many percent of new visitors entered my testimonial page?
Only A Little Over 50%.
This means that more people wanted to learn about me versus results I generated for clients. Now results and proof all matter.
But the point is…
Your Story Can Be Extremely Powerful.
If didn’t think your story matters or not sure how to create or express your story, then you’re in luck. Why?
Because I’m going to give you some quick tips so you can begin creating your story and letting people know about your story.
Want to know something you can add to your emails, sales letters or any other sales message and causes more people to read your message?
Something that can keep your prospect moving from one sentence to the next-in a smooth interrupted manner.
What is it?
Using the same thing we’re talking about. If you haven’t uncovered this or tried using stories for yourself, then you’re in for a treat right now.
Using a story or stories in your messages can be a great way to draw people into your message. Plus…
A good story can easily do the selling for you as well.
There’s also an extremely simple and easy way to increase the chances of someone reading way more of your message and story as well.
I’ll get to that in a minute, but first let’s talk about why stories are great for selling or talking about your product, service and or business.
Stories can be used to sell products or even ideas.
Stories can be used to entertain or even teach.
Here’s a perfect example of this…
Guess what the most famous book in the world is?
The Bible. It’s full of stories.
Some of the most successful and famous ads of all time involved stories.
A copywriter by the name of John Caples wrote what most call the “20th century most successful mail order ad”.
The headline was…
“They laughed when I sat down at the piano But when I started to play… ”
There is a part of you that wants to see the underdog win.
This headline hooks you emotionally.
You want to know what happens and does he freak out or win over the bullies. Does he actually play good or fall flat on his face?
In this ad, they could of just talked about music lessons, but the story puts a twist on another music product.
In other words, you dive into the story which is really the ad. The story does the heavy lifting and selling for you.
As a matter of fact…
People always love good stories.
From the time we were kids, we listened to and enjoyed stories.
Even as adults, you’re at a family event or party and you’re drawn into a crazy or interesting story.
Maybe your buddy called you and told you the funniest or most interesting story you’ve heard all day?
Maybe your husband or wife just told you the “horror story” from work or a crazy incident involving their friend and the latest gossip?
The point is…
Stories can not only get people involved in your sales message more, but also…
Stories do the “heavy lifting” of your sales message or goal like we spoke about.
Everyone loves a good story and if you can combine your story with some entertainment and value, then you have a winning combination.
Oh by the way, you probably wanted to know what I mentioned a little while ago-you know when I said there was one easy way to have people read more of your message and or story.
That one way is through…
Cliff Hangers or Teasers.
Like when I said “I’ll get to that in a minute”.
Cliff Hangers can be powerful in messages.
Just think about your favorite television show, maybe were really getting into it and then here comes the commercial or the end.
You can’t stop watching it now, you need to know how it turns out.
The news is notorious for this. You know the old…
“There’s something in your house right now that could be harming your family, but first let’s go to Mr. X for the weather” or…
“We’ll talk about that harmful thing tonight at 10!”
Why wouldn’t they just tell you now?
Because they want you to come back or to stay tuned.
Teasers or cliff hangers can be powerful and explosive when combined with stories and or messages.
If still not sure if you can come up with your sales message story, then this quick tip below could make your next story so much easier to create and write.
A while back I heard a drop dead simple formula for coming up with a story.
Want to hear it?
O.K. since you said yes.
In a great book by the name of Pitch Anything… the author talks about this formula and it go’s something like this…
Put a Man In The Jungle. Have Lions Attack The Man. Does He Survive and If So, How?
It’s not exactly like that, but that’s it in a nutshell pretty much.
I know you may be thinking that’s way too simple. But think about any good story or even movie you’ve seen. It all follows the same formula.
Let me put it another way for you real quick…
Character is put into an intense situation.
Some drama or action takes place.
The character is defeated or most likely-overcomes the experience and you see this all unfold before your eyes.
Try using this drop dead simple formula the next time you need to create a story.
Now liked we spoke about…
The story you are telling could be about your business. Your product. Your customers experience…
Or even a story that somehow ties back to your sales offer.
We talked about stories for selling. What about what we started to speak about in the beginning?
Creating your business story. One you can use on your site or marketing.
Let’s first start here…
How did you get to where you are?
You obviously didn’t just start your business today. Or even if you did…
What made you get to the point where you absolutely had to open your doors or set up a business website?
What ignited your passion and made you start?
If you really think on this and tie it into why you really created your business and how your passion helps your customers experience better value…
Then this can be an important part of your business story.
A quick nugget about “your story” though…
I’m referring to where on your website you have a bio or my story page or a tab.
If using a sales page or medium, keep your story short, list why they should listen to you and then…
Continue how your product or service… Is For Them.
Speaking of your product or service story…
Here’s a great profitable story that may be exactly what you need to make sure your next promotion or launch is successful.
There’s a fantastic story about a direct response copywriter by the name of Claude Hopkins.
In the 1920’s, he was put in charge of improving the Schlitz Beer advertising campaign.
They were all the way in fifth place in the beer market at the time.
After being hired for the job, Hopkins toured the brewery to get to know the product.
He discovered an elaborate filtration process in which the beer was sterilized and cooled in a special way over frigid pipes – All in a plate glass room in which only filtered air could enter.
When he asked the person giving him the tour…
Why they weren’t telling people about this…
He was told that “every brewery filtered beer this way”.
What Was Hopkins Response?
“But others have never told this story.”
This beer production story injected into the new advertising campaign took Schlitz beer from fifth place in the beer market to being tied for first.
Even though they weren’t original in their process, by them telling the story first, it drew people in and turned them from just another beer to a leader in the industry.
Another great example…
Joe Sugarman (great direct response copywriter and marketer) actually built an entire company off of one story ad.
Have you ever heard of BlueBlockers?
Yes, those sunglasses.
He placed his ad in some airline magazines and other sources.
This ad launched the company and he turned that success into infomercials and massive QVC selling sprees.
Actually, they sold over 20 million pairs of those puppies.
This one page ad that started it all not only told a story, it provided education to the consumer and…
Used his own skepticism of the product to the selling advantage.
A lot of people will tell you…
The blockbuster story ad I’m speaking about is one of the most successful direct response story ads ever written.
I thought that blockbuster ad I’m talking about now is such a great example of a story selling a product, that I included a copy of this ad in this section.
Before that story example though, what about the customers you’ve dealt with and their experience?
Do you have any testimonials or feedback that can be turned into a success story?
Now if you have some generic testimonials or some that are lacking some finesse, then this is where you can inject some drama.
Always be honest with your marketing, but…
If your testimonial or customer experience can be spiffed up and everything is legit then why not add some of the drama and excitement needed.
Let’s say you’re going to put a client success story in your next campaign.
The problem is…
The testimonial just says… “You were great. Thanks”.
(Now I included your own testimonial generation letter with this system, so you’ll be receiving top notch feedback before you know it and never receive something like… “nice work”)
Now… if you remember that customer told you before they bought your product…
He or she was online for hours searching for this product…
Fiends all had it and they have been wanting it for months…
Searched 5 different stores and finally found it at one store, but way too expensive…
Then their car broke down on the highway, then finally…
Found your store and you actually had the best value.
It was worth all the hassles.
You can share all this and talk about his adventure and all the drama they experienced.
You were the hero. This is a quick example.
But the point is…
You just took the same old boring testimonial and now transformed it into some drama and excitement.
Remember, if you’re rewriting a testimonial or ever putting a customer in marketing, always get permission to use their info and or story.
Always have them sign off on any changes or things you wrote for them as well.
If it’s honest and they agree, then go for it.
But again, only if legit.
Now… What About You?
What do you do outside or inside of work that people may be interested in?
Do you have weird hobbies or maybe other things you’re passionate about?
Travel to interesting places? Have funny pets? An interesting family?
Do you have a dramatic or exciting experience that brought you to here right now?
You may think no one cares, but your story can not only make you “more human” than others…
It also can build a better rapport with your customers.
You, Me, Our Customers and Everyone Else Is All Entertained and Drawn In By Stories.
If you have ever been to a miniature golf course in a tourist area, then you are probably familiar with pirate and dinosaur themes. Big structures help the business to look more appealing from the outside, converting passing traffic into customers. Even up close, the public is quickly bored with a flat series of holes on relatively level ground. Design flourishes can make the whole game more enjoyable.
Find Your Giant Windmill
It may seem like a cliché in the industry, but a giant windmill has always been a classic attraction. The blades rotate and momentarily block the path where putters need to aim. The obstacle adds the challenge of timing your stroke, and swinging too soon (or too late) results in laughter and frustration. Of course, your big feature doesn’t need to be a windmill. Think of something large and memorable, preferably with movement or some other unique challenge. This is your opportunity to make an impression on guests.
Small Bodies of Water
Some beginners design their courses around routine rectangles of AstroTurf. When players see this simple type of miniature golf course, they think of how they could do better themselves. Water obstacles are one easy way to make the whole setting more impressive. Consider having streams and small waterfalls incorporated into a couple of the holes. Needing to avoid (or jump over) a small stream can make the experience feel more like a day out on the links.
Ramps and Level Changes
When descending into a hole on a lower plane, a ball rapidly picks up speed. Slopes add all kinds of fun calculation and challenge to the relatively simple task of lining up a shot. Slopes can take a ball off course or even send it back to the person putting, providing added opportunities for displays of skill and finesse. When designing the layout for a putt-putt golf course, it’s critical to avoid being too simple. Playing at different elevations produces a more layered experience, and players at higher levels can enjoy a better view of lower sections to come.
Pipes and Transfer Tubes
There’s no point in pretending that putt-putt is as skilful or complicated a game as actual golf. To help give players a sense of levity, it’s often helpful to include challenges where the ball is funnelled into a chute, exiting closer to the destination. Pipes of PCV can be incorporated during the construction phase, big enough to accommodate balls and straight enough to clean in case of blockage. For even more fun, give the players a choice of their initial openings; they can guess which one will put them in the best position for a final shot.
When you are designing a miniature golf course, there are clearly a lot of factors to keep in mind. It’s also a great idea to decide on a primary theme or gimmick. Pirate and safari themes are common, but a theme isn’t enough on its own. Remember these tips so that your guests will have a fun time.
1: It finds your customers and builds clientele
Many of us use Social Media on a regular basis. We use it to stay on top of what’s trending, follow our favorite businesses, post our personal beliefs and so much more. I’d like to think of Social Media as the new “office water cooler” — People are out there talking and they are waiting for your business to show up so they can discuss what you have to offer.
Customers need to trust a business, service or product before purchasing. People tend to trust their friends and loved ones more than anyone else. So, if your customers hear from someone trustworthy, about your product or service, it is reasonable to believe that they are more likely to purchase what you are selling. You could very reasonably market your products and services using, mostly, word of mouth.
Best way to promote your ideas on Social Media is by having your friends and family help you. They can share your business posts/pictures/videos on their accounts and your business will potentially be in the hands of hundreds of new customers. “Sharing is Caring”, Right?
2: It gives you an idea of what people are saying about you and your business
You can keep an eye on what people are saying about you and your business and respond to all posts, good and bad. You can use Google Alerts (www.Google.com/alerts) to see who is talking about you and your brand. On Google Alerts you can create “alerts” with keywords like your name, business name, etc. and when Google finds those in the search engine, they will email you the sites that match those keywords. This is a great way to see what people are saying about you across multiple Social Media Channels.
3: Allows you to get to know your audience and customers.
Social Media opens up the line of communication between business owners and millions of potential customers. Wow! Millions of people could possibly become your customers, that kind of marketing would have been hard to do in the offline world. Communication is key, this is how you will get to know who your customers are and why they fit into your target audience.
You will be able to generate a variety of content to market your products and services. When you are creating great content, your customers will take notice. They will start commenting and reaching out to you. This is your chance to interact with them, have a conversation in real time.
Your goal with content is to get a response from your customers, so you can build a relationship. You can create content such as polls, surveys, contests, videos, Live Q&A sessions, and so much more!
4: It’s an easy and natural way to get your name out there! It introduces your brand and builds awareness.
For the most part Social Media is FREE. What? Free Advertising/Marketing? Yep!! You should be on a variety of Social Channels and create and post engaging content. This will allow your customers to see exactly who you are and what your product / services do for them.
Your business is more accessible this way, think 24/7! People can find you at all times across Social Media. An accessible business means a more trustworthy business, meaning customers can start to build that relationship with you when they can find you.
• You can create customer testimonial videos and add them to YouTube, Facebook, Instagram, Pinterest and more.
• Let people know about new products, giveaways, partnerships, sponsorships, discounts coupons, etc.
• Brag about yourself! What are some of your business achievements? Your potential customers want to know about them.
• Create buzz! Get the word out there by creating a recognizable identity for your product, service and brand.
• You should establish yourself as an expert. Use forums and message boards to answer questions professionally, honestly, and correctly, which will earn you respect as an expert in your field. People will then look to you for answers. You can even use a variety of apps such as Periscope, YouTube Live, Facebook Live, Instagram to run “Live Q&A” sessions.
5: Go where your customers/clients are! We all use Social Media – we can engage in two-way communication in real time.
Oh my, how many people are out there using Social Media? A LOT!! I say that Social Media is the new “Google Search”. People are using Facebook, Twitter, Instagram to find and follow local businesses. It’s quicker and easier to engage with a business on Social Media than actually taking more time to do a Google Search and visit your company website.
So, go where your customers are! Your competition is already using Social Media to market their business, so don’t get left behind. Check out the list below to see how you can get people talking and sharing on Social Media.
• Share industry news, upcoming events, new hires – what can you share to get people talking?
• Great way to promote upcoming client events. You can let your customers know who you may be partnering with, spread the word about other local businesses too.
• Make it easy for potential customers who see your content recognize you as someone who can help them.
• Share links to interesting articles, websites or videos. Use words that grab the readers and encourage them to click the link.
• Talk about an event that you attended or are attending. Invite your audiences.
• Be Helpful: Produce content that presents new knowledge or assists in professional decision making.
• Be Interesting: Spark conversation around a news event, cover the latest posts from an industry influencer, or create an infographic about your business. Just keep it fun and fresh!
• Help them help others: We want information that we can share to our network. Sometimes the information that you put out there may not pertain to your actual customers, but they may know someone who may need what you have. Hence, sharing! They share to their friends and family, and your business now has the potential to help even more people, maybe even new customers.