Bernadette Jiwa has an incredible way of making her point in a story. Her short vignettes are very descriptive and paints a sweet story, and then concludes with a question that provokes deep thought. I like her style, and I think you will to.
Bernadette’s antidotes are point on - write for the client, customer, reader, or website visitor (they are all the same) and forget about Google. Do a great job with quality and Google will be happy too! A two-for-one sale.
Original post on The Story of Telling by Bernadette Jiwa
I want to send some flowers to a friend a few suburbs away, of course I could deliver them myself, but there is something magical about the unexpected arrival of flowers that means I want to have them delivered. And so I turn to Google.
After 20 minutes I find myself on page ten feeling like I have viewed 56,000 of the 57,000 results. Who gets to page ten without finding what they are looking for? I never get to page ten! But all of the florists are the same—at least that’s how they look and sound on Google—see.
The formulaic bouquets look like they were assembled in a factory to spec. The frustrating thing is that I know every florist is not the same and I’m trying to find the one that’s had the courage to say we’re not like everyone else.
I want to believe that someone who cared got up before dawn, so he could reach the flower market in time to get his pick of the best blooms on sale today. I imagine him back in his workroom carefully trimming each stem and examining each petal.
I conjure up an image of how he assembles every bouquet, choosing each flower on purpose so that no two bunches look alike. And it matters that he cares enough to know that he’s not just delivering flowers today, but that he’s enabling connections between friends or soothing quarrels between lovers.
Whatever you sell or serve if you go to the trouble and expense to be found then don’t make yourself invisible to the person who matters.
More from Bernadette Jiwa on the same subject
There’s a tiny hole-in-the-wall florist in the heart of the city, close to big office buildings and the cafes where people meet for breakfast and lunch. If it were an ordinary florist it would be the kind of place people would walk past on their way to somewhere else.
The neighbouring florist’s made-to-order, elaborate, cellophane-wrapped bouquets don’t cater to commuting office workers who live in small apartments on modest budgets. Meanwhile, the hole-in-the-wall sells out of simple, inexpensive, glass jars filled with wildflowers. The owner understands the power of the context in which the customer experiences his brand and how his product fits into her story.
There’s no need to second-guess the gesture of buying a little bunch that’s perfect for cheering up the corner of a desk on Monday morning (no vase or pre-ordering required), and no excuse not to celebrate the start of the weekend on the way to the tram on Friday night.
The more we put the customer at the centre of our marketing, the more we leave room for their story, the better our results will be. How are you doing that?
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