Anyone can be a storybook or narrative marketer.
Posted by Frank Auer on Tue, Feb 16, 2010 @ 09:52 AM
So if you looked at my information you have a basic idea of what StoryBook Marketing is. However you may think that only companies of a certain size can do it. Fear not, I am going to give you an example that should make you realize almost anyone can do it.
Recently, we were in Mexico and, like many people, ended up looking at tourist stuff while at ancient Mayan temple sites. Naturally many of the vendors had almost, if not, identical wares. We were eyeing a fun "day of the dead" clay painted skull. We randomly selected one of the vendors who told us his father crafted each skull. I did not point out that the gentleman across the path has the exact same skull, as did many other vendors on the site. We bargained the gentleman down a few dollars. As we negotiated the last dollar he refused to budge anymore. He said he simply could not as, again, his father made all these by hand. We gave in and purchased the skull at a pretty good price.
So what were this man's challenges?:
* Language barrier
* Easy substitution from other vendors
* No "budget" for marketing
The amazing thing is he overcame all of these by using StoryBook Marketing. Using pre-conceived notions in our heads, namely that of a hardworking honest peasant in Mexico, he was able to tell an immediate story. Everyone who speaks to that man immediately gets a picture of his hard working father. In reality his "hard working father" is most likely a factory. However, we buy into the romance of the story regarding the "hard working father" trying to make a difference for his family.
While other vendors simply shouted about their prices and deals this vendor attempted to reach into peoples hearts using traditional narratives and images to short cut the process and remove the language barrier making this a great example of how efficient StoryBook Marketing can be.
It is important to note, in closing, that he did not completely lie. The factory that makes the skulls is most likely staffed by hardworking Mexican laborers trying to do the best for their family. This gentleman simply filled that roll with his father, the essential truth remains, we simply allow ourselves to idealize it.
Ask yourself: What stories can you craft about your employees that customers can easily romanticize?