Erika Jones, CFO, CCTAProfit First Professionals · Certified Fractional CFO and Profit First Professional

Go Collect Stories

11 Oct 2021 · 0 min

Watch on YouTube

0:22

In this brief presentation, the speaker explains a marketing tactic that leverages the power of names and personal stories to connect with prospective customers. The method involved contacting every past client of chimney cleaning services, asking them to share their experiences enjoying the fireplace. The speaker emphasizes that customers are motivated not by the service itself but by the emotional and experiential benefits it provides, and suggests that marketers can replicate this approach—or a variant—to shift focus from product features to the benefits customers seek.

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.