{"id":32258,"date":"2020-12-02T00:00:00","date_gmt":"2020-12-02T00:00:00","guid":{"rendered":"https:\/\/hyken.com\/the-story-tells-the-story\/"},"modified":"2024-01-17T11:32:29","modified_gmt":"2024-01-17T11:32:29","slug":"the-story-tells-the-story","status":"publish","type":"post","link":"https:\/\/hyken.com\/customer-experience\/the-story-tells-the-story\/","title":{"rendered":"The Story Tells the Story"},"content":{"rendered":"\"An<\/a>What\u2019s your story? What reasons compel your customers to do business with you? What gets them excited about doing business with you?\r\n\r\nConsider this. If you\u2019re selling a trip to Hawaii, you probably try to paint a vision of a day on the beach, an amazing luau and a beautiful oceanfront balcony that includes a gorgeous sunset. The story you don\u2019t tell\u2014at least I hope you don\u2019t\u2014is the one that includes the technical specs of the engine on the plane that\u2019s flying you to that exotic location, the type of tires on the resort\u2019s van that will be waiting at the airport or the number of parking spaces in the resort\u2019s parking lot. No, you don\u2019t share technical specs when you\u2019re trying to sell a vacation.\r\n\r\nWhen you\u2019re trying to get your customers to buy into the experience you\u2019re creating for them, it\u2019s the story that will do it. Create the image in your customer\u2019s mind. If you really want to get them excited, get your customers to help paint that picture in the form of online reviews or testimonials on your website.\r\n\r\nFor example, I was getting ready to buy something on Amazon recently. I thought I knew what I wanted until I started reading the reviews for similar products from different manufacturers. For the most part, the product descriptions were the same; all had very positive reviews about the quality of the product and the fast shipping. That gave me confidence; however, it was the reviews that included a story that ultimately made me choose one product over another. It\u2019s important to note that while you may have provided a story in the description, the reviews (or testimonials) were in the customers\u2019 words, not yours. Customers love to hear from other customers.\r\n\r\nHow do you get these types of reviews or testimonials? Ask for them\u2014but ask the right way. Most people would ask, \u201cIf you are happy with (whatever the product or service is), would you mind leaving a review?\u201d That\u2019s going to get you a nice rating as long as you deserve it. But if you want the customer to tell the story<\/a>, try asking a different way: \u201cCan you please leave a review and tell everyone how you\u2019re using the product?\u201d\r\n\r\nDo you see the difference? One is asking for a rating. The other asks for a story. This may sound like common sense, but look at reviews for different products and you\u2019ll see a big difference between ratings and stories. The point is that stories make you want to buy. Customers love the story.\r\n
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