Storytellers
Posted on 18. Dec, 2007 by Jay OHare in Create Value, Marketing
One of the greatest strengths of a marketer is being able to tell a good story. Not a lie or something misleading, but something that resonates with the audience. A good story helps the audience connect with the essence of the issue. Steve Jobs is a brilliant storyteller and his contemporary Bill Gates, not so much. A good story that matches the audience’s world view helps them relate their own experience with what you’re marketing. Your message is much more likely to cut through the clutter and stick in their mind.
In Steamboat Springs, Jeff Temple is a good storyteller. As a result just look at the success of Marabou compared to other competing developments. At the recent Real Estate Round Up he was able to encapsulate the essence of Marabou in a simple powerful sentence that sticks. He said
“Marabou is 1717 acres, 1300 of which will be open space forever.”
A month later that’s the only quote from the event I remember. And I can repeat it to you. Good storytelling should be key in every aspect of your marketing. Anyone can copy & paste listing descriptions. Telling a compelling story through copy can add true value and help potential buyers connect and remember your listing. Here’s copy from 2 listings, $10 milli0n & 23 milli0n properties respectively. Is there anything in this copy you’d remember a month from now?
One of a kind ski in/ski out building site at the base area. This site is likely to be the most convenient ski in/ski out location for a home on the mountain with easy ski access from See Me, Voodo, and Lower Valley View. Just above the base and poised to benefit from the new luxury projects just below it. If you want a truely (sic) unique location, this is it! $10,000,000
This ranch acreage sits in the upper Yampa River Valley and on Thorpe Mountain. Home on the property is 1700 sq. feet and there are several barns and outbuildings. Irrigated river bed transitions to timbered high country laced with pine and aspen trees. Superior environment for elk and deer. Two seperate (sic) conservation easements border the property protecting the pristine environment. Water and mineral rights included in the sale. Opportunity for development or ultimate personal retreat. Contingencies may or may not apply. $23,000,000
Spelling mistakes and snoozer copy in a $10 million & 23 million listing. Ugh. Would you want this broker working for you?
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Jay O’Hare is the founder and principal of Altera Performance Group, a marketing and technology company in Steamboat Springs, CO. Jay has fifteen years of experience in the internet world beginning with a tiny start up ISP before consulting for some of the largest companies in the world, including HP, OnStar, FedEx and Service Master. Currently, Jay focuses on helping businesses improve through innovative marketing that adds value to both the company and client relationships.
In addition, his passion for photography has translated into an asset he provides clients as well as editorial publications like DCD Home magazine and local businesses in Steamboat, CO.
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