Every Story Can Tell And Sell

A reader writes about my last blog pertaining to telling a story. Here’s what he had to say:

Wow Fred. Like you suggested, I put out a Facebook post today telling a story for the first time.  I have always done what most people have done just post basically ads of specials and deals.  With the story type, I have twice as many shares and likes as usual.”

Nick, Cedar Lanes, Weed, CA

It’s not unusual. People respond to stories because they are hard-wired for it. Every great movie or play has three acts. In fact, the very first stories our parents told us were nursery rhymes that started with “once upon a time,” which set the stage for the story, introduced the main characters and began to establish the “tensions”, which was the basis for the story.

In Act II, the tension built and one or all of the main characters was in danger or was feeling very conflicted or hatched a plot to take advantage of another character. (The twists on this basic theme are almost infinite. Just pick up any compendium of short stories and see for yourself.)

In Act III, the hero came to the rescue or a situation was created where the characters in danger were rescued.

Now, can you tell a story about bowling like that?  Simply paint a picture of your product about what they are feeling and then translate it into words.

How about this short nursery rhyme you could send your target audience; adding a lot more specifics, of course 🙂

Once upon a time, there was a family named Jones.  Ms. Jones was a single Mom and her two children, Jimmy and Jenny were 8years old and 6 years old respectively.  Both went to the same elementary school, and having to drop off both children at the same school was so very convenient for her, which made MS Jones life a bit easier. After all, her position as an Advertising Executive at BIG CITY Digital Marketing Inc. was stressful enough.

One day Jimmy and Jenny came home from school and told Ms. Jones that they were going to be off tomorrow and that school was closed for a “Teacher Review Day.”  Looking at her schedule, Ms. Jones saw that she had a very light work day calendar and decided that she would take the day off and spend some time with her children; something she did way too rarely.

She began to think of her options. “We could go to the mall”, she thought, “but the kids would get bored too soon”.  “How about a movie?” she said out loud. “No”, she said, “we wouldn’t be able to talk at all and I want to spend time with them and talk, not just stare at a movie. They do too much of that already,” she said to herself.

Just then Jenny came in and said, “I know Mom, let’s go bowling. My friend, Sarah, and her folks are going to the bowling center in Middleville. Let’s meet them there.”  Ms. Jones, wide-eyed, said, “Bowling?  I haven’t been bowling in years and the last time I went, well…” as her voice trailed off.

“No Mom”, said Jenny, “this place is cool. Come on, let’s go.”

So off went the Jones’ family to meet Sarah’s family at Middleville Bowling Center and boy was Ms, Jones surprised when she opened the front door of the bowling center.  Bright new carpet, lighting, welcoming hosts – who even helped her figure out the automatic scorers – clean restrooms, bowling balls that fit and food that was just oh so tasty.  She didn’t expect this at all!!! Even the music was crisp and clear and age appropriate.  Best of all, she watched as her kids and their friends just laughed and laughed and had a wonderful time.

The best news was that when it came time to pay, it was a whole lot less than she expected and as she walked out the door with each kid in hand, she said to herself, “now that was a great value. I am going to do that again with them.  Maybe even have Jimmy’s next birthday party there.”

“Totally great time, eh kids?”, she said to her two children, who just smiled, squeezed her hand in agreement and gave her big hugs.

It was a great day and, and that night as Ms. Jones lay her head on the pillow to go to sleep, she said, “Thank you Middleville Bowl.  It was a great time with my kids. I almost forgot how much fun bowling could be.”

Now if you wrote a story like this, albeit in a much-shortened version, don’t you think your readers would relate to it more, especially if you sent this email to all the women in your database between 25 and 44.

Give it a try and tell a story that sells – without selling – and don’t forget to add a coupon at the end as well to spur their interest to take action.

The End.

About Fred Kaplowitz
Marketing is in my DNA. I love to solve problems and meet challenges head on and I have successfully produced results for hundreds of clients. I love what I do and love helping to make my clients more successful and happier. I am a husband and father, consultant, a coach, a teacher, a motivator, a copy- writer, and a speaker. I look forward to working with anyone searching for a proven methodology out of mediocrity. May I assist you in taking your business to the next level. Please call me now @ 516 359 4874 to review your business goals and strategies.

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