Keep your customers interested with SUCCEStories

In their book Made to Stick, Chip and Dan Heath created the SUCCES writing formula.

Using this formula will transform the way you market your business.

Can you afford to ignore it?  Frankly, if you want to survive, want your business to grow and want to beat your competition, the answer is simply no!

SUCCES – SIMPLE, UNEXPECTED (like dropping the S off the end of this word), CONCRETE, CREDIBLE, EMOTIONAL, STORY.

You have heard the proverb ‘A bird in the hand is worth two in the bush’.

It is one of the oldest and best-known proverbs in the English language and dates back to the 15^th century.

So, what does it mean and why is it still so popular today?

It warns against taking unnecessary risks – in other words, it’s better to keep what you have (a bird) than to risk trying to get more and ending with nothing (two birds out of your reach).

This proverb is SIMPLE – a profound statement – delivered in 11 words that your customer will immediately understand.

How can you share your marketing message in such a simple and profound way?

Once you have a prospective buyer’s interest and curiosity (the bird), focus on turning that person into a customer. Don’t be distracted by wanting more from them (2 in the bush) – focus on what they want to buy right there, right then.

This proverb has been around for so long that it is not UNEXPECTED, but it does UNEXPECTEDLY challenge our natural urges to want more.

How can you build ‘unexpected’ into your marketing message?

When you use CONCRETE, physical examples, your marketing will mean the same to everyone. ‘A bird in the hand’ – it’s solid, no ambiguity.

How can you use concrete, tangible ways to deliver clear marketing messages?

Because the ‘bird in the hand’ phrase is so well used, everyone is familiar with it. It’s CREDIBLE and believable.

How can you build credibility into your marketing?

We recognise the EMOTION attached to actually owning something (bird in the hand), and when you connect with your customers’ emotions you will get a favourable response. Work out the emotional reaction you want from your marketing message.

Finally, tell a STORY – ‘A bird in the hand is worth two in the bush’ is a simple, unexpected, concrete, credible, emotional story – a great example of SUCCES writing – and not just a list of facts.