I was out to dinner at Marcus Samuelsson's restaurant Red Rooster last week. (Yes, the same restaurant that was featured in "10 Oxtails.")
Trying to decide on an adult beverage.
When the waitress suggested a wine I had never heard of before.
"So two sisters, separated at birth, one raised in California and the other in New Zealand, eventually discover one another, learn about their mutual obsession with wine, and start what is now the largest black-owned winery in the USA."
The waitress has the attention of the table as she continues...
"Yeah, I think The McBride Sisters Pinot Gris is one of the best, most affordable wines on the market right now."
Now, just imagine hearing that story. At a hip restaurant. From a jovial waitress. And somehow in your right mind NOT choosing to drink that wine!
Of course my table ordered it -- several bottles to be exact.
Here's the video about the story if you have time -- a perfect segue into this week's tip...
Many of you know VRMB's Principle of Help, Don't Sell, which argues that being helpful in sharing your knowledge is the best way to attract quality people to your business. Well, this is a riff.
Prior to any purchase, stories catch buyers off guard. And for niche or boutique purchases like vacation rentals (or wine) stories persuade.
I am not much of a wine guy but you could have told me anything at the end of that story and I would have ordered it.
Storytelling in marketing is not new, but rarely is it utilized fully in vacation rentals, where so many amazing and inspiring owner/manager stories go untold.
Storytelling takes practice: one part identifying the story, and another part (like a comedian telling a joke on stage) repeating your delivery over and over again until you get it tight.
Here are six places to exercise your storytelling muscles:
Questions:
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RuthM
Trying to decide on an adult beverage.
When the waitress suggested a wine I had never heard of before.
"So two sisters, separated at birth, one raised in California and the other in New Zealand, eventually discover one another, learn about their mutual obsession with wine, and start what is now the largest black-owned winery in the USA."
The waitress has the attention of the table as she continues...
"Yeah, I think The McBride Sisters Pinot Gris is one of the best, most affordable wines on the market right now."
Now, just imagine hearing that story. At a hip restaurant. From a jovial waitress. And somehow in your right mind NOT choosing to drink that wine!
Of course my table ordered it -- several bottles to be exact.
Here's the video about the story if you have time -- a perfect segue into this week's tip...
Many of you know VRMB's Principle of Help, Don't Sell, which argues that being helpful in sharing your knowledge is the best way to attract quality people to your business. Well, this is a riff.
Don't Sell. Storytell!
Stories date back to the beginning of humanity as the most effective way to communicate (along with songs, which are kinda stories too).Prior to any purchase, stories catch buyers off guard. And for niche or boutique purchases like vacation rentals (or wine) stories persuade.
I am not much of a wine guy but you could have told me anything at the end of that story and I would have ordered it.
Storytelling in marketing is not new, but rarely is it utilized fully in vacation rentals, where so many amazing and inspiring owner/manager stories go untold.
Storytelling takes practice: one part identifying the story, and another part (like a comedian telling a joke on stage) repeating your delivery over and over again until you get it tight.
Here are six places to exercise your storytelling muscles:
- Origin Story or About Us: Think of this section of your Vrbo/Airbnb listing or website as the chance to tell your company's "Origin Story" as if you were superheroes. In a nutshell, who are you people? Was there an inciting moment that forged this company? How about some challenges? Are you actually a full-time teacher or engineer or Mom and this is your side-passion? Even more amazing! Did your family or neighbors or the area play a particularly important role in bringing you here? What about the other members of your team -- your housekeepers or maintenance or reservationists -- what's their story?
- Provenance in Property Descriptions: All vacation properties have a story. It starts with how you acquired it. Did it fall into your lap? Did you have to search for years? Is it the only property in the building that does X, the first on the block to do Y, the best to achieve Z? Think beyond just lists or features (ex. it has a hot tub, it has a great deck, it's large) and think more along the lines of heritage: what do guests find interesting or noteworthy about it? How would an antiques auctioneer describe its 'provenance' or backstory? If the home was a character in the story of your area, what role does it play?
- Watch: Me and my mom checking into a stunning property in San Diego whose owner managed to buy it from the sales of her children's book Lindie Lou!
- Engagement in Guest Correspondence: While you don't want to completely derail a potential booking, stories can be powerful expectation management tools. With more new vacation rental travelers, telling a brief story in your correspondence (in addition to the answer to their query) can help attract (or repel) the right (or wrong) guests. Did you just return from the property? Did you just update the property? Did something funny or interesting happen at the property recently?
- Note: Storytelling in guest correspondence is best done over the phone.
- Note: One mistake you can make is telling too long of a story -- so long that you lose your recipient's attention. So keep it short, sweet, light!
- Openers in Email Marketing/Newsletter: If you receive VRMB's newsletter, you know I always try to open with a story that is relevant or fresh. I do this because it leads to more people actually reading the newsletter. Starting your newsletters with a short story about the area or your life -- to recipients who already know and love you is a fantastic way to increase open and click-through rates.
- Hooks in Homeowner Acquisition: Inventory is proving to be one of the most precious assets of professional vacation rental management. And to get to quality inventory, you need to get to the owners of those properties. Chances are, they're being hit up left and right with management offers, but chances are few of those approaches use effective storytelling. Start your email, postcard, cold-call, or help-don't-sell content marketing play with a story that resonates or is relevant to set yourself apart. Did you start out just like them (as a property owner in the area)? Were you frustrated others couldn't manage the home to your standards?
- Emotional Responses in Social Media: I am still not sold on social media as part of an ongoing vacation rental marketing portfolio. I'm sure there are plenty of people who'll chime in with counter-viewpoints, but if you are using it, these platforms ARE great for storytelling. The posts that are stories always get the most engagements.
Questions:
- Have you considered using a story in your marketing but never actually pulled the trigger? Share it below!
- Do you have any incredible guest stories that you find yourself sharing often? Post it below!
- Is there a story about you or your business that seems to really resonate with people? Would love to hear!
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