5 lessons marketers can learn from detective stories
Why? Because they don’t let you know everything after all!
A lesson to learn from our famous detectives:
Next time you want to create compelling content, take these 5 lessons with you:
1. Introduce your main characters to the audience
There are several main characters to your story: you have your customer, expert, product or service, and a problem your customer has, which your expert can solve with your product or service.
Make sure the audience knows exactly why you’re involving these characters in your story – introduce them properly, but stick to the interesting stuff.
In murder mysteries, some clues are planted there to sidetrack you from the main event – murder. They may reveal another interesting story about your characters, but not necessarily help you catch the big fish. In marketing, these can be referred to as ”You might also be interested in…”.In marketing, always keep your main focus on giving the clues that will help solve the main problem – why your customer should help you make a living. There can never be too many clues on this subject. Keep them coming as long as they fit their purpose.
3. ABS – Always Be Surprising
After a proper introduction, your audience may think they know your characters. Because of your brand, they expect certain things to happen. Don’t let the audience get bored – introduce more details about your characters in the middle of the story.
Surprise people with authenticity. Don’t be afraid of telling the truth, or admitting mistakes. They will give credibility to your characters.
4. Don’t reveal all you know
Share your knowledge even if it scares you. There’s a motto some marketers use that says ”Give more earlier”. It means that the company that gives their customers more information earlier on in the purchasing process, wins the customer over.
But like a good detective, don’t reveal all you know. You know the old saying about teaching a man how to fish? Well, teaching your customer how to purchase is A-OK. But teach them all you know, and they will never come back for advice. When it comes to knowing your product, always maintain your expert status.
5. Own your audience
Finally, when you’ve revealed all the clues and argued your case (a.k.a. done the deal), all that’s left is to remain interesting. Lead the conversation – don’t let them forget about you and what you can offer.
The way to make a lasting impression, however, is more than not letting them forget about you. It’s about you not forgetting about them. Remember who you’ve spoken to, remember why, and remember what you’ve promised.