Postcard | Blackwing + Story - Rethink Central

Even a good story still needs follow through

Postcards from Rethink Central

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Q&A October 18, 2022 11am Eastern

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Prefer to read? Here’s the transcript:

If you’ve been a regular follower, you’ll know that

I absolutely adore Blackwing pencils.

Partly, I love what a great pencil it is. But I also love the way they tell their brand story and how excited their clients were.

So much so that when the company went out of business they went and got a whole other company to make the pencil for them. This is like Pepsi fans asking Coca-Cola to make it if Pepsi went out of business. Very strange. I have a whole other Postcard about exactly that – Blackwing and their raving fans.

But I also wanted to talk about a lovely thing that happens when I give my clients Blackwing pencils.

When I give them the pencil, as I often do when they start working with me, first, I hand them the pencil and they’re like,

‘It’s a pencil, Liz’.

Then I explain it’s a $3 pencil and they’re like,

‘Huh, fancy pencil’.

I explain how it works. It’s a very beautiful pencil. You can change out the eraser at the end. They’re really lovely. They’re made of American incense cedar and it’s just delightful.

So first, is that ‘Huh, a pencil’ and then there’s like a ‘Oh, a fancy pencil’.

Then I tell them the branding story.

I tell them how keen their fans were. And how when the company wasn’t available anymore, their fans were so keen on the product they went and did this amazing thing I mentioned above.

By that point, the client settled into the story. They’re, ‘Huh, OK.’

Then I say ‘Well, I want that for you. I want that for your business. I want your clients to be that keen on your product’.

And that’s mostly what I talk about.

But here’s the thing…

…there is an addendum to that. About a month later – they go off with their pencil – and when they have finally got round to sharpening the pencil and using it, they’ll email me and say, “Oh my God.

This pencil is amazing.

It really is the best pencil I’ve ever used.”

And that’s really important.

First, they are curious. Then they are bewitched by a story. And then all of that is followed up by an amazing experience of using the product.

And I want that for your clients too.

That when they have bought your 1-to-1 coaching or your Mastermind or your course, they have that wonderful feeling of the story and the background.

And then they do the product, they use the product, they get that experience. And at that point, they get a second wave, a third wave of delight about that. You can make that happen.

We know that in coaching and services we’re helping people with a transformation. But story is important to draw them in so that they use it. And then when they’re using it, that’s when you wow them.

I know you can do this. Because coaching and service providing, it’s really about wowing clients.

Now, if you have questions, come along to one of my Q&As.

Or you know what? Come and do one of my courses.

 

 

Q&A October 18, 2022 11am Eastern

Next live call is October 18, 2022.
Come along to ask your questions about launches, strategies for marketing, Masterminds or whatever you're stuck on in your business.

Add your email below and I'll send you the zoom info for the calls. See you there!

Or come say hello on Instagram here.  I microblog daily. 

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