3. Wide-Eyed Smile, “Have I got a story to tell you!” Response
This is the response we all want for our brands! It’s that coveted positive word-of-mouth review every company hopes is happening, though sadly, too many naively bank on.
Can you relate? I certainly can.
A year ago we were on the hunt for a man’s suit. He was to be a pallbearer at a funeral in two days and a suit did not exist in his closet. We had already been to the big box stores with no luck; they were too expensive or alterations would take too long. So, this was our last hope.
We walked in at 9am, right as they opened. As I vaguely told the lady what we needed, she looked him up and down and walked away, pulling a jacket, a shirt, a tie and pants. She handed them over and told him to try it on.
It all fit.
At 9:30am we walked out after having the suit fitted and paid for with a pickup date in 24 hours. I couldn’t believe it. It was wonderful. I wasn’t even needed. Making men’s fashion decisions is not exactly in my wheelhouse.
I can’t tell you how many times I’ve told that story since. And, this company that does very little advertising was packed the next two times we went back.
This kind of experience is the premise of Jay Baer’s new book, Talk Triggers. What remarkable thing is your business doing that’s worth telling others about? During Jay’s Content Marketing World Seminar he told the story of a fast-food restaurant that has spent $0 on advertising and has a line out the door every week.
What’s their secret?
They found something that makes them remarkable.
At the restaurant, every customer gets to play their card game. You order and then you pick a card. If you get a Joker, they pay for your meal! They’re cultivating fun, excitement and a little mystery. Their simple idea is giving their customers something to remember.
For the clothing store, it was the quick service and expertise. She knew her business; she knew her customer’s needs, and she had it down to a science. 30 minutes and we were out of there!
Both of these companies created an experience worth telling others about. And when that happens, people are excited to tell!