Sitting here watching the 2014 Winter Olympics is proving to be more exciting than I initially thought it would be. Not being into winter sports I thought I’d only tune in for the figure skating. But now the other competitions seem exciting. From a marketing point of view, a lot of it is how the media builds up the personal stories of the individual athletes. Getting the human side of each person changes the relationship to an entire sport. Suddenly the women’s luge is enticing as well as the long-range skiing competitions.
The marketing lesson in this is to put the human element into your business marketing. People relate to stories. We love stories of how a person faced and overcame trials and tribulations. Of brave individuals who can admit to having challenges and the tenacity to overcome them. Maybe you don’t think you can do that with your health and wellness business. But there’s definitely a human element to all health and wellness ideas.
That doesn’t mean you have to share intimate, personal situations, but find a way to let your target market connect with who you are and what you’ve been through in life. If you don’t have a story to share, get a testimonial from one of your best clients.
Sharing stories draws the audience in, making them feel they have a glimpse of something special. It peaks interest in you and what you have to offer. Try it as a way to make your business stand out from the crowd.