| Earlier we discovered some of the reasons our | | | | for your upscale restaurant? Should you offer a valet |
| customers came to our store; plus we unearthed | | | | service for your customers, to make sure you |
| some of the alternatives they have to shopping us. | | | | remove a barrier that prevents them coming to see |
| Now, it's time to start to create a story from this. | | | | you? What does this have to do with story? Simple, |
| Remember, we want to interact with the customer's | | | | it's another way to make the customer feel better |
| story. | | | | about herself as she acts out her story. If they are |
| What emotional content can you use to make them | | | | treating themselves to a night out, then you can |
| feel better? Can you somehow make them feel that | | | | enhance the "specialness" of the evening for them. |
| yes, they really do deserve to treat themselves to | | | | You can treat them, too. They probably write a |
| the finest? Right now, list 3 emotions your customers | | | | dozen checks each year to their mortgage company. |
| feel about your store: | | | | 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. |
| After you've listed these, think about your | | | | See, Michaela and her steakhouse needed a reason |
| competitors. Are they adding value in ways you | | | | to get people out to eat, more often. She needed to |
| aren't? Sometimes a quick fix is to copy something a | | | | provide something they couldn't get at home, no |
| competitor is already doing. It isn't what you can build | | | | matter how fantastic a filet they grilled up for |
| a brand on, but it can help bond you to the | | | | themselves. The Hollywood theme Big Mike's used |
| customer. | | | | puts the customers into the story as players. See if |
| Then, after you've explored the obvious, turn to | | | | you can do the same with your customers. |
| your ally, the creative mind, and search for the | | | | Remember: Brand (who you are) + Package (your |
| possible. Sometimes the answers present themselves | | | | Face to the Customer) + People (customers and |
| in the form of a problem. | | | | employees) = Marketing Success. |
| For example: Is parking a hassle in your neighborhood | | | | |