MARKETING EXPOSED

The real and distinct power in telling a story is that it can far more effectively communicate a memorable idea that creates value, as opposed to mundane messages filled with the blah-blah list of all we offer, where we’re located, and, of course, how great our prices/services are.  [Yawn]

Now comes further proof of the power of stories in a remarkably unique project.

Significant Objects

The idea behind The Significant Objects Project is that participants would find simple offbeat items at thrift stores and flea markets, things that would cost a couple of dollars at most, and then sell them on eBay. 

So what?

Well, there’s a twist.  Each object would be paired with a writer who then crafts a little short story that somehow relates back to the item.  And this story is used in the eBay listing instead of the usual plain factual item description. 

The goal: see if a $1-$2 item would suddenly find much greater significance (read: value) from bidders because of the story behind it.

And by the way, included in the item listing was the name of the author that penned the story.  And that it was fictional.  There was no intent to “hoax” a buyer into thinking it was a real story.

The Project has been underway for a little more than a week now and the early results are quite clear.   

One of my favorite successes and stories so far is the JFK Bust.  This tiny ceramic JFK trinket, bought for $2.99,   sold on eBay for $26.  That may seem like a small number until you figure out the rather significant return on investment! 

There are several other examples of items & their accompanying stories that have already been sold.  Each displaying similar staggering returns, like the 50 cent Chili Cat figurine that sold for $22.72.  What’s the percent rate of return on that!

And there are many more currently active in the bidding process, like the Fred Flintstone Pez Dispenser.

(As an aside, this is all a great example of a benefit to being active on Twitter.  I came across a tweet from Valeria Maltoni that linked a blog post about this she’d read from Jeff Sexton.  And that led me to finding this to begin with!)

Now granted, the writers on this particular project aren’t average “everyday Joe’s”.  They’re some talented writers.  But the point is still clear: stories create an emotional attachment. 

Stories make a mark.

Even a simple story that illustrates something about a product you sell or the service you provide will go MUCH further in connecting meaning with people then trying to convince them with a hackneyed list of hollow bullet points.

People share stories.  People connect with stories.  People remember stories.

Even for something as goofy as a Creamer Cow.

- Steve