What's Your Story?

I just returned from jaunt to Sea World in San Diego with my family. I love looking at other businesses when traveling and there are few businesses more interesting than amusement parks when it comes to branding, marketing, cross-selling, and providing value.

First we went to the dolphin show and watched the dolphins and pilot whales jump, perform, and soak people to the bone. It was cute; we stayed dry and had a fun time.

Later we went to the recently revamped Shamu "Believe" show. The show started with a video of a boy carving a wooden whale tale necklace. Hearing killer whales swimming in the bay outside, the boy rowed out in his kayak and gazed in awe at the breaching whales. Then on the stage, a trainer appears wearing a wooden whale tale necklace: the boy has grown to be a man. He selected a young girl from the audience, asks her what is her dream and she replies that she wants to be a nurse. He tells her that she can be whatever she wants if she just believes, just as his dream came true.

The Shamu show was much more remarkable and memorable because it had a story which touches you on an emotional level. The dolphin show was fun and exciting but it just plain vanilla entertainment.

To have a great business, you need to have a compelling story or some unique selling proposition.

Blake Mycoskie started Tom's Shoes with the promise that with every pair of shoes purchased, he would donate an identical pair of shoes to people in impoverished countries. So if you buy a pair to Tom's shoes, you get three things: a nice pair of shoes, a warm fuzzy that you are making a difference globally, and a cool story to tell your friends about your shoes and poverty. Now that is added value!

So what's your story? We all have a story inside about our company or product. Take time to think about what that story is. Write it down and make it compelling and interesting. Then when you talk with prospects, you can tell them your story. You may touch them on an emotional level and they may become a customer. Or maybe not. But at least they will remember you and your story.