Christie JungeA Plus Solutions Inc. · CEO | Profit First Professional

Go Collect Stories

11 Oct 2021 · 0 min

Watch on YouTube

0:22

In this short marketing segment, the speaker explains a tactic for chimney‑cleaning businesses: reach out to every past client and solicit personal stories about their experiences standing in front of the fireplace. By gathering and sharing these narratives, the business can highlight the emotional and functional benefits that customers actually purchase, rather than focusing on the cleaning service itself. The speaker emphasizes that customers buy the benefit derived from the service, and suggests that others can replicate or adapt this approach.

So here's what we did. We used the power of names. You can do the same or a variant of this. We reached out to every past client that these chimney cleaners had and we started collecting stories. We reached out and said, we want to hear stories about your experiences in front of the fireplace. Now remember this, your customers never buy the product or service you provide, they buy the benefit it derives.