Tuesday, February 13, 2007

 

More examples of great storytelling

Great marketing often means great storytelling.

Take E.E. Robbins, for example. It's a small chain of engagement ring stores in the Seattle area. Emerson Robbins, the third-generation owner of the chain, runs a constant campaign of radio ads on stations throughout the Seattle metro area.

But his ads aren't about rings. They aren't about his stores. His ads are about people getting engaged. He features actual couples telling the story of how they were engaged, how the husband-to-be proposed, and what an amazing experience the whole thing was.

Emerson isn't just selling a diamond ring. He's selling a story, something that transcends products and creates a vision of success, satisfaction and happiness for his customers.

It makes his ads memorable, and it quickly creates an emotional bond between store and prospective buyer.

Emerson knows how to tell a great story. Do you?

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