Learning from Bus Buddhists
In psychological terms, context is almost everything. Much as we like to think that we know how we will act and react in a given situation, without the richness of...
Tinnitus expert Jennifer Battaglino mentioned that she would like some suggestions on how to apply memes in her marketing so I thought I would add to yesterday’s post on what makes for a good meme by talking about the ways in which you might use them.
Incidentally, questions like Jennifer’s are enormously helpful to me when I’m thinking what to write, so thank you for all your questions and comments (this is very much an interactive process – I hope it feels like it!)
The key is to think about any aspect of your business in terms of how readily it will be assimilated by your customers and potential customers and passed on.
At the more obvious end are things like your brand name and website address; how easy are these to recall accurately first time?
Next come the slightly more subtle elements; is your logo distinctively expressed? Does it have a unique feel to it that will reinforce it in the mind; does it conjure an image when people think of the company name? The more your name is seen as a picture the more likely it is to be remembered.
Tag lines are incredible useful for creating memes; in fact one could argue quite reasonably that memes are what tag lines are all about. They can seem extremely glib and silly when you know your business is about far more than a short catchphrase; but remember that the guy who makes baked beans cares about every aspect of his offer too; the recipe, ingredients quality, packaging, product consistency, value for money, heritage, and so on.
Remember that stories can work well as memes; on Kevin Hogan’s public speaking course he pointed us towards a website that had audio stories. One, for a life coach, told the remarkable story of the lady’s childhood; it was mesmerising, gripping, horrific and totally memorable. I have no need for a life coach on the other side of the Atlantic so her service was of no interest to me, but I remember that story vividly and could probably trace the lady if I suddenly felt a need for her services.
No hang on readers; that won’t do. Give me a second.
OK, now I feel justified. One google search with the words “life coach” and the key moment of her story and there she was, just a Google away. The lady’s name is Rhonda Britten and her story is there as an audio file (a small link saying “Hear Rhonda’s Story”) it is a superb example of the power of story too.
And whilst you’re there, take a look at what else she’s done that works well from the perspective of memes. Her face is there, lots of people remember a face, and she calls her site “Fearless Living”.
Fortunately, not all of us have a story like Rhonda’s, but there may well be stories centred around what we do or why we do it. One of the reasons bad service experiences are remembered and can spread so poisonously, is that the events around them work wonderfully well as stories.
You have everything a story needs when a company lets you down: a setting; good guys and bad guys, twists and turns, and always some resolution and a moral (even if it’s just “never use this firm in your life”).
But here’s the thing: you can create stories about your business without waiting for something to go wrong. Make your presentations memorable, go way beyond what people expect. A lot of companies focus on customer satisfaction. That’s fine. But it’s not memorable.
On the other hand, what if after someone buys something from your shop, you’ve taken their money and everything has gone fine, you say, “Hold on a minute”. You go into the store room and come out with a box containing something. “I just got these in and I’d be really interested to know what you think of them. Please take this, I think you’ll enjoy it, and if you get the chance let me know what you think next time you’re passing.”
Not many shops give you something after the deal is done (rather than as an incentive to buy); now you have something potentially meme-able; a reason for that person to tell their friends about what happened to them in your store.
I hope that gives you a few more ideas.
That is the great thing about the internet, we can include stories, and other material to communicate that may be difficult to use elsewhere.
Bob Kaufer
If you MOVE like the Tin Man, you will THINK like the Scarecrow and FEEL like the Lion
really like how you are explaining this and using examples. since i’m very much a visual learner the reference to the videos really helps.
Don Shepherd
oregon or bust
Phil,
Being a Consumer Behaviour Expert, you have used story telling effectively as memes.
Every marketeer should have a signature story for their clients to remember them.
Since my business is to use birth dates to understand personalities within the famework of Pure Numerology, do you agree that my signature story can be my multiple birth dates & their implications & complexities?
Remember that I was born a thomeand my parents and grandmother with all their wisdom, came up with 4th July as my offical birth day when in fact I was born on 12th May? On a third & final look, I proabblywas born on 13th May instead! Isn’t THAT confusing and messing up my life 🙁 !
John Ho
Understanding Personalities for Better Influence & Persuasion (WordPress)
Understanding Personalities for Better Influence & Persuasion (Vox Blog)
Hi Phil,
One again you hit the secret of making brand ‘you ‘ stick in a person’s memory by weaving your message into a story you bypass the conscious resistance that we all have about being ‘sold’ too and go straight into the unconscious mind where we are set up to accept stories from an early age
Another great point is ‘over delivering’ giving the customer way more than they expected and that you promised! Disney is a prime example of doing this I have many many stories of how a Disney cast member has gone way beyond their job description to make sure myself and my kids had an ‘experience’ never to be forgotten!!
Duane
Learn Winning Persuasion
Techniques that Work Like Magic by Tapping Into the Psychology of
the Mind with Persuasion Expert Duane Cunningham!
Philip,
Thank you for the further clarification of memes and how we might use them in our businesses.
Health, Fitness — Darryl Pace
Philip,
Thanks for the great ideas in this post. You always give me things I can use.
Lynn Lane
http://www.Warriorofsuccess.com
Thanks for introducing me to that story. It was totally gripping.
There are some great ideas in this post Philip.
I love the idea of giving something away after the deal is done. A great reminder to always exceed expectations!
Thanks Philip.
JJ Jalopy
Life Coaching and Home Business Advice with JJ Jalopy
@John Ho
I think your birth story makes a very intriguing story to support your interest in pure numerology. The more you can set the scene and take us back through times in your life when it became significant (let us relive it with you) the better.
Was there a time when you discovered the different dates and suddenly some aspect of how you see yourself made more sense?
Philip
Stories are recorded in our minds like movies and it is amazing how many facts and specs can be embedded in a story.
Seize the Day,
Rob
Sales Eagles Soar Above the Competition!
Personal Asset Protection For Small Business Owners
I especially like the idea of giving something at the end of the deal, that would create an image/feeling not soon forgotton on that client’s mind.
Well done.
Happy Easter
JC jc
Hi Philip
First let me say that I am honored to be in your post today, it was like receiving a prize! And then let me say that when I unknowlingly signed into google reader and saw my name it was a bit freaky too! Oh no, everyone is watching…
On a serious note, thank you for the post as it made everything applicable and gave me ideas as to what I could do for my practice and web “stuff”, etc. At first I felt it was more focused for a tangible, wuick sale product…wheeling and dealing if you will but realize that this is thought that you have to give to any venture to help make it successful.
Thank you for your help and insight. MUCH appreciated.
Jennifer
The Harwood Center – Tinnitus, Chronic Illness, Fers, Phobias, and Anxiety
The power of stories… What an insightful post.
I can vouch for the idea of giving a gift after a purchase is completed. It got me a lot of positive comments, repeat business, and word-of-mouth business when I used it in my days in the hospitality industry.
All the best,
Yann
Indeed, my name is my main website as I follow the sage advice of my main mentor, Kevin Hogan. In addition, thank you for the reminder about aiming for phrases and website names which are easily and readily repeatable. To me and my Online Business Marketing clients, those are their product mini sites.
wonderful content.
you are SO marvelous
All the best,
April Braswell
Dating Expert and Relationship Coach
Online Dating Sites Review, Internet Dating Sites Guide
Whether old or young, stories captivate the listener. Now with the ability to add audio and video to websites, I imagine people will use this new technology to their advantage to grab peoples’ attention and pique their curiosity – regardless of the product they are selling. There’s something powerful about connecting to someone’s life story.
Great post!
Pam
http://www.greatwealth.com
There are a number of books on the marketing impact of stories. Good information for everyone.
Christian
Philip, You are right. Stories are very important in the business world. A positive story is easy to remember in consumers minds. the more positive and unusual things you can do for customers, the more stories they will tell. Mark
Marketingscoops
Glacier Ice Cream
Excellent ideas. Giving more, overdelivering, making us think how WE can be memorable….I am doing a Farmers Market this summer and i have thought of giving away free bottled water with each sale….it’s good for people and its something they are looking for in a thronging marketplace (over 25,000 visitors each weekend)….
SunnyMarie
Glamour and Glitz
http://www.sunnymarie.wordpress.com
At one point you mention logos here, and it immediately reminded me of when I had my logo made. I hired a graphic artist, told her what I was looking for, mentioned my catch phrase and then waited for what I hoped would be a masterpiece. A couple of days later, when I got up in the morning, there was an email from her with some designs for me to look at. I was furious. I looked at these swish marks and circles and thought – “What the heck is this?” I didn’t want a modern design “thingy.” I closed it and went to work. That afternoon when my husband got home, I opened it again to show him and all of a sudden I saw what it actually was. He saw it right away. It was a symbol of an adult holding a child’s hand and the space between them created a heart shape – to fit my phrase “Babysittingworld.com Where children and caring go hand in hand.” I absolutely loved it. This is my proof that I’m sooo not a morning person. Anyway, I think I have my meme going but I’m following your info to try and be sure.
Lisa McLellan, Child Care Expert – Babysitters, Nannies, and Au-pairs
Happy Easter!
JC JC
You do a great job of pulling together all the important ingredients that go into branding oneself. Thanks for putting it all in one place.
-Pat
Business Owners Fast Track to Internet Profits
Hope you had a Happy Easter and love the post!!!
Cheers
Expert in Medical Hypnosis, Success Thinking and Practical Parenting
David Power’s Hour