Issue link: https://read.dmtmag.com/i/60637
MARKETING CONSULTANT What's Your Story? BY SCOTT STROUD A monumental shift took place on April 1 that went unnoticed by most people. The world's largest social network, Facebook, completely changed the way that member's infor- mation is displayed and viewed. Their new fea- ture, called Timeline, let's your friends view your posted information according to a time frame – as far back as you let them. Now, everybody noticed that; that's not the issue (and I'll come back to how this opens up new opportunities for businesses.) The other change that Facebook made is one largely of semantics, but it shows what I think is a powerful shift in thought: What they used to call 'posts' are now called 'stories'. Which would you rather read, a post or a story? Posts are non-emotional blocks of information. Stories, on the other hand, capture our interest. They engage our imagination, and passions. Sto- ries allow us to identify with the characters, to feel what they feel. That's why they're so powerful as teaching tools. (Aesop's Fables; Boy who cried "Wolf!") Facebook, it seems, has stumbled upon some- thing that only the best marketers have previously known: Your customers would rather hear stories in which they see themselves benefiting from your home, product or community than they would hear a dry emotionless sales pitch. So, what's your story? In other words, how can you present your benefits in a way that your customers will identify with and respond to emo- tionally? Crafting your story Inmarketing, the best storiesmake a point that stirs an emotion. They don't have to be your en- tire company story – how your founder overcame adversity to build a legacy (although those can be very compelling if true.) But think about how you can present a relevant fact – something your cus- tomer needs to know and will increase their desire to buy – as a story. Stories that come frompersonal experiences can be compelling. "I remember in the home where I grew up. When it was really cold, ice would form on the inside of the windows. Heating the home was a nightmare. Maybe you had a similar expe- rience?" That's something your prospect can re- APRIL 2012 26 THE JOURNAL late to that congers up a feeling – perhaps shiver- ing under the blankets as a child trying to stay warm. Now, when you show them your Low-E glass windows or insulation package, there is an emotional trigger that highlights the benefit – warmth, comfort… no more cold feet! Powerful stories can come in the form of illus- trations, metaphors or examples. In a current television commercial an insurance company illus- trates the benefits of their 'vanishing deductible' policy by hanging a boulder over their customer's head and then shrinking it down to the size of a pebble. "You saved me!" says the grateful cus- tomer. What 'boulder' can you remove fromover your prospect's head? Being tied down to a 30- year mortgage? Paper-thin walls in their current apartment that transmit every noise their neighbor makes? Now, think of a similar story that would help them feel the benefit of your solution. Customer Testimonials This is where Facebook and other social net- works really become great tools for us to deliver our message. When our past and present cus- tomers talk, people listen. Recent studies show that people trust what oth- ers say much more than they believe a company's advertisements. They may see your ad and read your claims, but before they take our word for it they'll ask their friends – and their friend's friends – what experience they've had with you. No, they don't go shopping from products on social networks, but they are shopping for opinions. And that's why you need to be active and en- gaged in that space – to influence what they see and here. Your social strategy, then, should re- volve around identifying your best, happiest, cus- tomers encouraging them to their story. Inviting your satisfied customers to write or comment on your social pages – your blog, com- munity Facebook page, or even Google Places – answers the challenge that every one of your prospects is thinking: "Prove it." Testimonials, customer referrals and positive comments connote 'social proof' of your value and integrity. When we embrace this as an integral part of our market- ing strategy we reinforce our message, and we get the added benefit of great PR and reputationman- agement. This translates onto the sales floor. In your salesmaterials feature photos of real, satisfied cus- tomers caught in the act of enjoying the benefits of your home or community. Include a short quote that let's them tell how helpful you were to work with and how you made their purchase fun and enjoyable. In a world where buyers are increasingly skep- tical of advertisements, promotions and the un- realistic promises of corporations and politicians, we still respond to stories. Every book, movie or TV show you've every read or watched was in ef- fect a story. Become good at telling stories – the ones that are real, not fiction – and you'll get your prospect's attention, trust and business. How Facebook's Timeline works for Business I told you I'd come back to this new feature on which Facebook has based their entire new for- mat, the Timeline. Timeline give you another way tell your story. Here's how: Facebook will now let you backdate your in- stallments as far back as you want to go. So, if your community is 20 years old, you can back- post photos on your timeline in1992 of what your park looked like when it was brand new or under construction. Then, move forward in time (or rather, on your timeline) to milestone events in your company's history. Use your timeline to chart your growth and development and a com- pany. Invite employees or customers from 'back in the day' to comment and share their experi- ences, or even a picture or two. Then, encourage your sit visitors to explore your timeline to see how you've grown and pro- gressed. Maybe even sponsor a contest where they have to find clues or facts from your past to answer questions and win a prize. Get creative. After all, you're story is still un- folding. T J Scott Stroud helps manufacturers; dealers and communities tell their story and bet- ter communicate their benefits to buyers. He is the co-founder of BuilderRadio.com, teaches and advises on sales, marketing automation, and social media, and offers sales and marketing coaching through The SellingMore Homes Academy. Contact Scott at sstroud@builderradio.com, or call 606-677-0447.