What eating a sandwich in front of your dog can teach you about marketing

Ever sat at your kitchen table, about to take a bite out of a yummy sandwich worthy of Dagwood, only to look over and see those eyes?

You know the ones I’m talking about.  They’re big.  Dark.  A little watery.  And they don’t blink.

They’re the dog’s.

And you know what he’s thinking (assuming he does it in actual words): “Wow. Look at that. You’re gonna share some of that … right?”

(As uncomfortable as this scenario might be for you, though, think about how the dog feels.)

So, what does this have to do with marketing?

When you’re cold-calling prospects, mailing them your brochure, assailing them with your elevator speech at networking events, you’re the dog.  Your prospects have something you want — their time, attention, contacts, money — and there you are with your puppy dog eyes, begging for a bite, a scrap, anything.

If they’re reluctant to return your calls or give you face time, is it any wonder?  Rather than be confronted with your need to make a sale, they’re going to hide.

But what if you could be the one with the sandwich?

What the sandwich is not

The sandwich in this analogy is not, contrary to popular belief, your product or service.  It’s a harsh truth, but it’s truth nonetheless: nobody cares about your “solution.”  They don’t care about your awards, your industry accolades, or your certifications.

They just need help – help with tough decisions, uncertain times, and demanding bosses.  And, if you’re smart, you’ll provide it.

Marketing that “pulls” rather than “pushes”

Now that prospects have taken to hiding behind email, voice mail, and assistants, you have to find something that attracts them\ to you.  Your marketing collateral has to deliver real value to them, whether they ever buy anything from you or not. (Some people say that’s not fair.  But, like it or not, it’s how things are.)

What do I mean by “real value”?  Here are some examples:

  • Case studies. Prospects in virtually every industry crave “success stories” from customers like yours.  This isn’t just feel-good fluff — properly targeted, these stories serve as ammo managers can use to justify your solution to their superiors.  There’s also a psychological explanation for their popularity: prospects reading the story of how your client successfully used your product or service can’t help but imagine themselves in your client’s place.  That puts them that much closer to becoming your client in real life.
  • White papers, technical briefs, etc. At some point, decision makers will ask their subordinates to research and evaluate potential solutions.  Demonstrating thought leadership and attention to detail with people at this level may mean the difference between getting your foot in the door and being left off the short list.
  • Blogs, press releases and e-newsletters. Don’t be naive: someone curious about your product or service isn’t going to pick up the phone and call you for details.  They’re going to Google you first.  Be ready for them with search engine optimized web content.

This isn’t an exhaustive list by any means, but it’s enough to illustrate the point.  Nowadays, you can’t just state your value proposition.  You have to demonstrate it — over and over and over again.

Doing this takes a whole new mindset.  A different tone.  And a lot of determination.

It also takes some knowledge.  And that part I can help you with.

Why case studies are uniquely persuasive

As a kid, I used to help my mom – a frequent substitute teacher – grade papers after school. One day, I looked over at her while she was grading some history tests to see her frowning.

“Mom – what’s wrong?”

She looked up at me with this “where do I start?” expression. “These kids,” she said, tossing the papers aside in a huff. “They don’t remember dates, they don’t remember places, but every single one of them remembers Cortez sitting under a tree weeping over the loss of his men.”

That was my first encounter with what I call “The Power of Story.”

If you’re sick of your marketing pitches not quite hitting the mark, the Power of Story can help you become more “top of mind” with your target market.

Why, you ask? Check out the first minute-and-a-half of this TED-x presentation for the neuroscience behind this behavior:

All that science-y language aside, it’s really simple. Stories engage both sides of the brain simultaneously. The left brain gets facts, figures, and all that other “logical” stuff it can deal with, while the right brain gets the emotional high it craves.

(This, by the way, is the same phenomenon at work when you can’t get a song out of your head. Melody hits the right. Lyrics hit the left. Result? You’re stuck with that stupid song all day.)

So how can you tap this power in your marketing? Here are three ideas to get you moving:

The “why I do what I do” story

One online marketer tells a story about starting her own business after quitting her lucrative corporate job. Desperate for new consulting clients, she woke up in a cold sweat over how she was going to pay the rent. She called her dad for advice in the middle of the night.

“Sweetheart,” he said, firmly but reassuringly, “if there’s one thing I know about you, it’s that you won’t let anything stand between you and something you want. I know you’ll do whatever it takes to learn how to succeed.” He was right. She figured it out, and she’s now teaching others what she learned about attracting new business.

And most clients cite that story as the reason she stands out from her competitors.

“Picture this” testimonials

Congratulations – your latest customer says you’re a swell guy or gal and easy to work with. But that’s not a testimonial.

A great testimonial covers before, during, and after. First, talk about “before.” What was your customer experiencing (practically and emotionally) before you came along? Be descriptive but concise.

Then, describe the process of solving his/her problem. Use strong, action-oriented language with a touch of drama.

“After” is the cherry on top. You want to create a scene your ideal prospects are dying to see themselves in. Remember: hit both sides of the brain!

Case studies (a.k.a. “success stories”)

A testimonial’s a great start, but serious prospects want details. That’s where a well-written case study can seal the deal.

Prospects who resist taking your calls or giving you face time will take “free research” any day. Using case studies (featuring verifiable results) to support decisions makes them look good to their bosses. So you become their ally, not an intrusion.It’s no accident the greatest teachers in history have used stories to drive their points home – they’re uniquely memorable. Tap the Power of Story, and watch how powerful your marketing becomes!

(Note: This article originally appeared (in somewhat different form) as my guest post on Sylvia Browder’s blog at Tapping the Power of Story in Your Marketing” . A special “thank you” to her for granting me permission to edit and republish it here.)