Marketing is More Like a Fairy Tale Story
Once upon a time, in a far away land. . .
The fairy tales we loved as children, and even as adults, start with this upbeat, promising phrase. From Cinderella to Little Red Riding Hood, and even Shrek, once upon a time is like an assurance that you can expect to get something exciting, useful, and heartwarming at the end of the story.
Even though business is nothing like a fairy, business owners can still learn a lesson from these fairy tales. Although building a name in the market doesn’t have anything to do with Cinderella or the wolf in the Little Red Riding Hood, a marketing campaign can be a lot like a story. You take your target customers on a journey from learning about your business to making them a loyal customer.
So, how do you tell a fairy tale story in your marketing campaign? How do you make your posters, brochure printing, or postcards tell your story? Here are some pointers for you to consider:
• Begin with a ‘once upon a time’ introduction. This means you try to tell people some of the important details of your marketing campaign instead of flooding readers with all details of your campaign. Pick out the important information and highlight them in your introduction. This would now become your brand statement. Don’t confuse your readers with your information. Just stick to the important facts and if you have a unique feature that your competitors don’t have, that can be a huge help in creating a compelling brand statement. Remember, your goal is to introduce, create interest, and invite people to consider your products or services.
• Now that you have created a good pick up line, it’s time to give your target customers a background of your business and your offerings. This would require you to give background information about your business and detailed info on your products and services. This is where you try to assess how your products and services would help your customers.
• Then you try to uncover the needs and wants of your target customers. You tell them how your products will benefit them. Tell them how you differ from your competitors and why they should trust you and not other businesses. This is where you try to create products designed to the needs and wants of your customers and not produce products based solely on your own preferences.
• After making your point, you now need to get feedbacks from your customers. Ask them what they think of your products or services and if there are other things they expect from your business. You don’t, however, get all this information to trap your customers, but to find a way on how to improve your products to better address the needs of your customers. This is where you redesign your brand statement and marketing campaign, if necessary, to address your customers needs and fill up their expectations. This would allow you to print brochures or posters that would easily convince people to patronize your products.
• Before you close your story, you should again tell your customers what makes your business stand out. It can be your unique products or services, the manner you deal with your customers, or your personality itself. You would want to tell them your desire to build good relationship with them by letting them know what to expect ahead of time.
If you follow these simple pointers, there’s a huge chance that’ll you’ll be able to create a rewarding fairy tale story—a story that’ll let you write at the end the phrases:
And they lived happily ever after. The end.
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