I’ll be giving a talk next Tuesday at the Best Conference Ever held in Atlanta on Stories that Sell, How to build trust and influence with infotainment.
And in that talk, I share why I decided to use stories to help me create more relationships that lead to sales.
There were several “aha” moments that led me to this amazing way of marketing, and this is one of them.
I had decided that I wanted some “entertainment” factor to my marketing, but I did not know how to add that to the mix.
So I started looking around to see how others in and outside of the industry were doing the same. And I can across this guest post from Ben Settle on CopyBlogger.
If you haven’t heard of either of them, I suggest you look them both up today.
I have always been attracted to stories, so this article immediately spoke to me. The premise of the post is that stories can make sales without any additional marketing.
It sounded great, but I was skeptical at first.
Ben shared this example from the hit movie Top Gun.
Immediately after the film was released, these two things happened.
- Sales of Ray-Ban Aviator Sunglasses increased 40%.
- Air Force and Navy recruitment increased substantially.
And all this happened without any additional ads, offers or calls to action.
This was a powerful testimony, but I still was not convinced. So, I began to look for other examples.
I found several, but this one jumped out more than the rest.
The movie was Office Space. While it did not have the same results at the box office, it soon became a cult classic.
One of the side stories in the movie, is about Milton. He was an employee in the office who was obsessed with his stapler.
You could take anything away from him and Milton was ok. When they took his stapler, all hell broke loose.
This Swingline brand stapler became a symbol of the movie and generated a huge demand for the product.
There was only one problem thought.
Swingline never made a red stapler. The product didn’t exist. The producers admitted to spray painting a black stapler to make it more visible in the movie.
The demand was so strong, that if forced Swingline to create a red stapler to sell. And the rest is history.
This is how stories influence and create sales.
Their power lies in the ability to make people connect and relate. People wanted to be like Maverick so much that they were willing to spend $100 for a pair of sunglasses or volunteer to serve our country. They can also create demand for a product out of thin air.
If you want to hear more about the power of storytelling, then click right here for tickets to the conference.
At $25 per person, it’s a steal to see so many of the brightest minds in real estate in one place.
Look forward to seeing you there.
(Disclosure: I do NOT make anything from the sale of the tickets or for speaking at the event)