People like stories. They like to tell them, and they like to listen to them. They like to share those stories with others and ponder the possibilities. “The fish that got away” is a much better story than the fish on the dinner plate. Companies who sell their products and services as stories are getting a huge bonus that goes with their product. Its a feeling that remains after you take the product home. It compels you to think about that car, computer, or brand long after the need for that product is gone. There are online forums that do nothing but let people talk about what they have, how they changed it, or where they will take it. It inspires pride and brand loyalty. If your business doesn’t have that story, you are losing out on a powerful tool for success.
My new vehicle is a story
Its not a car or truck. It doesn’t just get me from point A to point B. What it costs, doesn’t even matter. I bought a story.
Its a trail jeep. Big tires, armor plating, lift kit, and hundreds of little parts that I honestly don’t have a clue what or where they go (transfer case shifter anyone?). The bottom line is that I am NOT a car guy. I don’t even change the oil in my cars. The fun part, is that I know people who are. They take pride in what they do. Its their passion. They spend time polishing the bottom of the oilpan knowing that they will be the only one who even knows it was done. I’m always impressed by these guys and the care they show for their vehicles. It makes me want to go wash my own car (ok, maybe not). I’m typically very conservative with whatever I buy. I have always made very practical decisions regarding price, fuel economy, etc.
Yep, boring stuff. But this time. I bought something that was pretty much disassembled, cleaned, restored, painted, armor plated and put back together better than it ever was.
Why would I do that?
This jeep starts a conversation. This jeep makes people ask “what”, “How” and “does it fit in the garage?”. I grin every time I start the thing up and it rumbles down the street. My kids think combining a jungle gym and a car is the greatest thing you could ever do. I consider it a privilege that Shane and Gary will even part with these jeeps they rehab (They haven’t asked for visitation rights yet :) .
All I know is that the story of what has been done to restore the jeep is something that I enjoy retelling over and over again. In retelling my own story, I am actually telling the story of the company who rebuilt the jeep.
Do your customers have a story to tell?
