Small Business Marketing Tip Use Emotion To Enhance Story

Writen by Craig Lutz-Priefert

Earlier we discovered some of the reasons our customers came to our store; plus we unearthed some of the alternatives they have to shopping us. Now, it's time to start to create a story from this. Remember, we want to interact with the customer's story. What emotional content can you use to make them feel better? Can you somehow make them feel that yes, they really do deserve to treat themselves to the finest? Right now, list 3 emotions your customers feel about your store:

• ___________
• ___________
• ___________

After you've listed these, think about your competitors. Are they adding value in ways you aren't? Sometimes a quick fix is to copy something a competitor is already doing. It isn't what you can build a brand on, but it can help bond you to the customer.

Then, after you've explored the obvious, turn to your ally, the creative mind, and search for the possible. Sometimes the answers present themselves in the form of a problem.

For example: Is parking a hassle in your neighborhood for your upscale restaurant? Should you offer a valet service for your customers, to make sure you remove a barrier that prevents them coming to see you? What does this have to do with story? Simple, it's another way to make the customer feel better about herself as she acts out her story. If they are treating themselves to a night out, then you can enhance the "specialness" of the evening for them.

You can treat them, too. They probably write a dozen checks each year to their mortgage company. Think the bank ever gives them valet parking?

The point is: figure out how to tie in the customer's story to your company. Make them feel special by interacting with them.

See, Michaela and her steakhouse needed a reason to get people out to eat, more often. She needed to provide something they couldn't get at home, no matter how fantastic a filet they grilled up for themselves. The Hollywood theme Big Mike's used puts the customers into the story as players. See if you can do the same with your customers.

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

© 2006 Marketing Hawks

Craig Lutz-Priefert is President of Marketing Hawks, a firm providing essential marketing vision for small business. Marketing Hawks also sponsors the ongoing small business adventures of entrepreneur Crystal Trino at the JourneyToday website.

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