People are naturally curious
Once something gets our attention and interest, we tend to want to find out more about that thing
We might even invest time, effort and money just to find out more. And the more we find out about that something, the more we get drawn to it
This is where back-stories come into importance
Back-stories are part of our culture
As long as people enjoy hearing stories, back-stories will never get old
When a client knows something interesting, inspiring, weird, etc. about you or your offer, the more likely they are to tell others about you
In many cases, the back-story becomes the marketing story
Most marketing today focuses on product features for creating a need for consumers to buy
The back-stories fill in the details and deepen the emotional connection between you and the client
In the early 1900’s, copywriter and advertising pioneer and legend Claude Hopkins helped take Schlitz beer…
…from number five in the U.S. market to neck and neck with number one in just a few months
He told this great story in his book My Life In Advertising – and it went like this:
They put the word ‘Pure’ in larger letters.
Their claim made about as much impression on people as water makes on a duck.
I went to brewing school to learn the science of brewing, but that helped not at all. Then I went to the brewery.
I saw plate-glass rooms where beer was dripping over pipes, and I asked the reason for them. They told me those rooms were filled with filtered air, so the beer could be cooled in purity.
I saw great filters filled with wood pulp. They explained how that filtered the beer.
They showed me how they cleaned every pump and pipe, twice daily, to avoid contaminations.
How every bottle was cleaned four times by machinery.
They showed me artesian wells, where they went 4,000 feet deep for pure water, though their brewery was on Lake Michigan.
They showed me the vats where beer was aged for six months before it went out to the user.
They took me to their laboratory and showed me the original mother yeast cell. It had been developed by 1,200 experiments to bring out the utmost in flavor.
All of the yeast used in making Schlitz Beer was developed from that original cell.
I came back to the office amazed. I said, “Why don’t you tell people those things?
Why do you merely try to cry louder than others that your beer is pure? Why don’t you tell the reasons?” “
Why,” they said, “the processes we use are just the same as others use. No one can make good beer without them.”
“But,” I replied, “others have never told the story. It amazes everyone who goes through your brewery. It will startle everyone in print.”
So I pictured in print those plate-glass rooms and every other factor in purity. I told a story common to all good brewers, but a story which had never been told. I gave purity a meaning.
Schlitz jumped from fifth place to neck and neck with first place in a very few months.
That campaign remains to this day one of my greatest accomplishments. But it also gave me the basis for many another campaign.
Again and again I have told simple facts, common to all makers in the line – too common to be told. But they have given the article first allied with them an exclusive and lasting prestige.
The situation occurs in many, many lines. The maker is too close to his own product.
He sees in his methods only the ordinary.
He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction.
That is a situation which occurs in most advertising problems. The article is not unique. It embodies no great advantages.
Perhaps countless people can make similar products. But tell the pains you take to excel.
Tell factors and features which others deem too commonplace to claim.
Your product will come to typify those excellencies.
If others claim them afterward it will only serve to advertise you.
There are few advertised products which can’t be imitated. Few who dominate a field have any exclusive advantage.
They were simply the first to tell convincing facts.”
He showcased what pains Schlitz beer went to ensure purity in their beer, even though all beers undergo almost the same production process
And once he did that, Schiltz was permanently associated in the market’s mind as being especially pure
And my marketing stories tip for today is simply — be sensitive to stories being told around you
Some facts and occurrences may seem normal or mundane to you…
…but in the eyes of your audience, “a single central story” could be the big bait that catches their attention
Put enough stories out there and you’ll have a sense of the kind your market responds to
As you can imagine, there are a lot more kinds and angles you could use to tell good marketing stories… and I could give a couple more examples of marketing stories tips the future
For the mean time, a simple question (for the sake of reflection)…
Can you tell the list time you told a story about your brand?
Philippines’ City of Pines
Good thing is, it’s never been this “point and click” easy to create a BIG ticket offers that’ll allow you to line your pocket with more money, but also change peoples’ lives in the process