Storytelling in Business is a big part of what I am interested in sharing with the readers. This is a re-post of a very good article about just that written by Eric Gordon and can be found on www.business2community.com.
You work so hard developing your business. You know it best. But would fresh eyes and ideas help?
Stuff. The physical things, the places, and the senses and feelings that we get from time-to-time. A look at how we all value the time we have, really the moments of any given day that we have in life. That’s what I’m thinking about here. It’s just a sort of look around in my head. Big empty spaces…
There are surely many ways to reflect on our emotions and feelings as we live day-by-day, but let’s just think a bit about times that we enjoy. To think about the tiny influences that change the momentary experience of living into something different than a basic bland or routine set of feelings. Thinking about things again – items in our existence. My existence anyway.
The sound of the door closing on the VW beetle from my youth. It was solid, it felt like the car was sealed upon closing. It was very satisfying to the ear. Each time the doors opened or closed reaffirmed the wisdom of buying that car. Likewise, the heavy enamel paint seemed superior to the thin overspray seen back then inside the doors of US made cars. The car itself was modest. The cost was low. It was not very powerful, the heater was inadequate, the interior was small, and still, the Beetle was a cool choice. It brought satisfaction to many.
How about vent windows, as long as I am thinking about automobiles. I was content for years without air conditioning, having vent windows on my cars and trucks. Putting down the windows and popping open the vent windows to keep out the blast of air while driving was part of the joy of summertime driving. Why did the auto industry give up on those vents? Joy comes from little things much of the time.
How many details in our life have been scrubbed out that mattered to us? The smell and feel of an old library or bookshop, coffee brewing in the morning, a comfortable jacket. What can you think of?
I have a writing prompt that says, “Evoke a Feeling!”
What about in life? In business? Shouldn’t a business be trying to create satisfaction and joy for the customers? There seems to be an almost endless supply of these sorts of opportunities to bring customers to the realization that buying from you will be rewarding. That perhaps it can even touch the emotions that they haven’t been able to satisfy for lack of an empathetic supplier. Often it doesn’t cost much to fulfill the need.
What could you add to your customer’s experience that wouldn’t cost much, or nothing at all, that might make them feel an attachment, an appreciation, for what you offer?
Until now, I’ve been posting here with the intention of influencing the reader to contact me about collaborating. I wanted to develop client relationships and had fully intended to head out and sell my proposition in person, as part of my business efforts. That never happened.
I find that I enjoy the writing process more than meeting face-to-face and selling my ideas. So I am going to shift my focus a bit. This site is going to become less about my thoughts and recommendations, and more far ranging; finding, reposting, and referencing ideas that business owners can use successfully to promote their products and their business brand.
Storytelling will still be a part of the mix, but why preclude other effect ways to reach out to the customers? Hopefully this will create a bigger picture with many options to bond with the people wanting to buy and only needing clarity to do so.
I hope this will increase both your interest and my own. There’s a lot to research and learn.
What is it that you are trying to sell?
Every business is selling something – products or services, or both.
If you believe that the product or service is all that matters, then all of the businesses that invest in clean and bright showrooms, nice furnishings, and that sort of thing are wasting their resources. Really, I can’t imagine that many would think that.
The things mentioned, like a clean and bright showroom, are meant to convey an image to the potential customers. Design details like color and open spaces is used similarly. These are background for the sale, but they obviously matter.
If these things are so obviously important, think about how you are conveying information to the customers. Does word of mouth leave the customer with enough? Is the sales person covering the concerns of the customer related to your product or service in a way that the customer can relate to and draw comfort from? Is the customer even engaging a sales person when they come to your place of business?
In a large way you are probably missing the opportunity to engage with some, or many, of your customers. Some are interested in buying, but they don’t want to get involved with businesses that don’t care about them. Some just need better information to move them to buy.
There needs to be a smattering of details about your business that lets them know your values and lets them know about the specifics of products. Let them leave with something in their hand. Something to read and contemplate over coffee the next morning. Close the sale quickly if that’s possible, but also give the customer something to learn about you and your team, something to make them feel like they’ve made the right decision to buy from you. Something that will make them come back again and again.
Some of this can be done with paper based information, but more effective will be a digital presentation either from the web, or even on a thumbdrive. Giving the customers more than expected is just plain smart. How can you use these thoughts in your own business?