We were sharing our origin stories at the hotel lobby bar last weekend. I was attending the American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy as a speaker instead of a retailer. As a speaker I get to meet a whole bunch of new retailers.
One of them asked me how I got my start as a speaker. Another asked me how I got into the toy business. Pretty soon we were all sharing those stories. They were all quite fascinating.
One guy had an earlier career working for Publishers Clearing House. Another was a nanny. Several toy store owners I have met over the years were former teachers. I was working with juvenile delinquents before selling toys full time, but my first job at Toy House was riding on the float for the Rose Parade. When we get together we share those stories with flair and pizzazz.
Yet outside of our industry get-togethers I never seem to hear those origin stories.
Stories are fun to share. Stories posted on websites or told in ads or shared on social media come with an implicit authorization to share them. And many of these stories are Shareworthy.
In fact, many of the origin stories of the products you sell are Shareworthy, too. You probably have already heard how the Slinky was supposed to be a spring for keeping sensitive ship equipment safe and steady. You also may know that Play-Doh was originally designed to be a wallpaper cleaning compound.
When I launched the new and improved Toy House website a few years ago, I included a less-than-brief history full of pictures and details of our 67+ years of business, including how and why we got our start. I did the long form of our history with all the photos because Nostalgia was one of our Core Values.
I was surprised how much word-of-mouth it garnered, too.
On several occasions I had customers tell me how they had heard one of the facts from that page. That was an unexpected benefit.
We love to share stories.
Men love to tell stories because we speak vertically. For men, communication is like a ladder. Did what I say raise me up in your eyes or lower me down? Knowing and sharing a story raises me up a rung. (Asking directions lowers me down. Ladies, now you know why your guy won’t ask.)
Women love to tell stories because they speak more horizontally. Did what I say draw me in closer or push me away? A story is just an excuse to draw your friends in closer and bring them into your world of knowledge. (Men, now you know why she wants to ask for directions. It gets her into the inner circle.)
If you want people to talk about your business, you have to give them something to talk about.
Start telling the origin stories of your business, your products, and your services. You’ll be amazed at how quickly those stories make the rounds.
PS Over-the-Top Design and Story Telling are just two of the five different ways you can generate Word-of-Mouth for your store. As I told the audience at my talk last weekend, there are two types of customers who aren’t shopping with you right now: A) Those who don’t know you, B) Those who think they know you. That second group will only change their mind through word-of-mouth from their friends. To learn the other three methods, check out this.
PPS “Our History” was buried as a link off our “About Us” page. The About Us page needs to first establish those Core Values and begin building the relationship before you’ll get people to start sharing your stories. That’s why social media is an even better platform. Those people have already bought into you and your store. It was made for sharing. Give people something worth sharing.