Principle: Those who tell stories rule the world
It’s mid 2008, and Brian Chesky’s Air Bed and Breakfast idea is bonk.
He and his cofounder walk out of a “We’ll be in touch” interview with the head of Y-Combinator - their last solid chance at viability.
Chesky knows they’re out, but decides to throw a hail Mary.
He runs to his car to get a box of Obama O’s cereal, and walks back in to leave Paul Graham the gift.
Graham asks enough questions to hear the story of Obama O’s - how it’s been funding their fledgling little business for several months - and makes his decision.
Graham later described the Airbnb founders as “cockroaches” who just wouldn’t die, and it was the story of selling $30k of cereal from nowhere that made him believe it.
Tactics
A powerful story moves people to action… unless it’s not told well.
And I promise: your customer reviews will not tell it well
“Five Stars - really love this product!”
^ No narrative arc, no change, not even a product benefit mentioned.
Here’s a review request email format that will yield good stories you can market later:
prime the pump: if you’ve seen benefit X, Y an Z, we’d love to hear about it!
ask them to leave a review for store credit or some other goodie
give them an example review: Before working with [Company], I struggled with X. Since starting the [product/service], Y has happened, and in just Z amount of time."
button link to leave the review
I implemented this with my store, and the quality of reviews went from “I like this” to detailed explanations about specific issues, and how those were resolved. Conversion rate has also increased.
Facilitate your customers’ quality storytelling, and you’ll multiply the number of people who hear your story.
Habits/Experiments
As the founder, you should be able to tell both your company’s story, AND some greatest-hits customer experiences like it’s your job. It literally is.
Practice these stories. Be able to tell them in 20 seconds or less.
Mike
P.S. If you’ve got an entrepreneur or wantrepreneur in your life, and you want them reading this send here to sign up!
Today’s inspiration: Make to Stick by Dan and Chip Heath