Storytelling At Its Best!

It was over 10 years ago, during my media sales career, that I learned how important effective storytelling is in conveying a message that people will pay attention and respond to.  Last night, I was reminded of why the legendary comic, Bill Cosby, has been so popular and beloved over multiple generations…

Simply put, he is a master storyteller.  

After seeing Cosby‘s (who is now approaching 80) most recent concert on TV Land over the holiday weekend, I decided to YouTube one of his classic routines from 1968, “To Russell, My Brother, Whom I Slept With”, and play it for my daughters.  This was a routine that my older brother and I memorized word-for-word back in the day.  Fast forward to now and I still remember most of the routine by heart.

As a kid, I remember being able to visualize each aspect of The Cos having to sleep in the same bed as his younger brother and the mayhem that ensued.  Sure, there were exaggerations to his story; but that is what made it so engrossing.  (Click below to listen)

Bill Cosby has always been able to get you on his side and pull you in to his world.  That is what effective storytelling does.  Most people genuinely like Bill Cosby, and therefore are more apt to pay attention to his message.

When it comes to your small business, what story do you tell?  Is it all about you? Or, do you focus on helping people solve their problems and getting people to WANT to do business with you?

Would love to hear from you…

Shoelaces?…We Don’t Have No Stinkin’ Shoelaces!!!

So, my company’s mantra is all about getting clients to think about what business they are REALLY in, and how to convey that to prospective customers.   That the goal for any business is to have people “Think of U First.” At the same time, we have all seen the huge nationwide marketing push for “buying local”.   But, what does a consumer do if that local option does not meet basic expectations?

Several weeks ago, I went to buy some replacement dress shoelaces  – I actually busted the originals a month or two before – but, hey…I like to procrastinate!  I believed the logical choice was to stop in to a locally owned shoe store, which has several outlets throughout the city.  Surprisingly, for all the rows of shoes they had to sell, they were VERY limited on shoelaces.  When I asked the sales clerk why, if they were a shoe store, did they not carry a solid choice of shoe LACES, she unfortunately could not give me a valid answer.  Same went for the manager.  Needless to say, I was out of there in less than a minute.

Guess where I wound up buying my shoelaces from?…A nationally-owned drug store chain!  Granted, their choice was not huge, but at least they had what I was looking for.  Oh, and I bought a Milky Way bar too on the way out.

I realize that this is a very small issue, but it just goes to show about how important it is to have your brand or product live up to expectations.  It simply makes sense to think that a store that bills itself as a shoe store AND has “shoes”in it’s name would carry such an important shoe accessory.

Face it, the reality is that it is much easier to buy shoes online these days, but I believe most of us want to “shop local”.  It is a shame that now, when I think of shoelaces – as well as shoes – I do not think of this “local” company first.

What are your thoughts?  Would love to get your opinion.

People Do Business with People They Like/Trust…

Had mid-morning coffee yesterday with a former colleague/competitor in the Charleston radio marketing arena.  While we only met  in person on several occasions and heard about each other through the grapevine; there has always been a mutual respect for one another.

Now, he is the rep for his company to my clients; and I will buy from him, probably soon.

Why?

Well, for one, his media properties are very effective, reaching across a wide spectrum of loyal users.  And, of course, with the right idea, message and marketing plans, my clients could certainly benefit from purchasing advertising on his radio stations.

But at the end of the day, the most important reason why I will buy from him is that I will be buying from him.  I genuinely like the guy.  And, after spending two-hours face-to-face with him yesterday, I got to like the guy even more.  While we have many ideas and beliefs in common from a business perspective, I also respect him…I trust him to help me help my clients succeed.

He didn’t come in with a big sales pitch…we simply talked about many different things; both of us understanding why we were REALLY there.

Regarding your business – what makes U different…what makes U special?  

If U want business to get done in your favor, make sure people like U best, so that they will think of U first!