Over the last year I’ve been teaching a communication and conflict resolution course for a corporate client of mine. Most of the material in this program comes from the New York Times best-seller, Crucial Conversations. One of the tools that the book teaches is called “Master My Stories”. The idea behind this tool is that how we feel lies in the stories we tell ourselves. And these stories generate emotions that often lead to actions. We create our stories.
When you think about marketing your business or product, your goal is to generate action from your clients and prospects. And an effective way to generate action is to tell a compelling story, one that hits your customer’s emotions. Take a look at your marketing materials, your website, your newsletters, your printed collateral and ask yourself: “What emotions am I hitting?”. Which feeling will your customer generate when they see your stuff?
If you look at the majority of service companies (especially in the creative industry), the common story is all about who they are and what they do best. If I’m the customer, why would I believe them? What would compel me to trust that they really know what MY problem is? What my needs are? No feelings are generated and I will pass over them without a second thought.
As you are creating marketing materials to promote your business ask yourself the following questions:
1. What are your clients' hot buttons? What’s not working for them?
2. What is the outcome your client is asking for (not the specific thing they need from you)?
3. Is your story creating an emotional reaction with your client?
So think about the stories you can create with your marketing. Stories that will generate a feeling with your client. A feeling that will inspire them to pick up the phone and call you. Hit their emotions and they will respond.
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