Here’s an example of overlooking a very easy opportunity….
About a year ago, I learned that a favorite author purchased a hotel. Yesterday, I received an email from the property which left me speechless.
Here is an establishment owned by a popular romance novelist, and yet the email evoked no sense of romance. The focus was about the new hotel manager and her recent relocation woes involving a 60-foot moving truck. If that doesn’t kill the romance, I don’t know what does.
I clicked through to the property's website. While each guest room was named after a famous couple in literature — apparently there was some attempt to be romantic — this is where the effort ended. The website did not show flattering photographs of the rooms or promote a fantasy, the copy was sterile, and one would have never known this was a hotel owned by a successful novelist whose books promise romance and passion with each turn of the page.
As a fan, I wanted to read about how my husband and I could tuck ourselves away in this hotel and enjoy a seductive fireplace and breakfast in bed. I wanted to be enveloped by the Egyptian cotton sheets and fluffy down comforter and know that the complimentary iPod would play a soundtrack of love songs in the background. This is what would have sold me on planning a stay — even if it was in a location I might not ordinarily visit.
While you might think the novelist wanted to play down her tie to the property, the sender's email address address boldly featured her name. The disconnect between who the novelist is, what she sells to millions of readers worldwide, and how she promotes her hotel is striking. And yet, I suspect she probably isn’t even aware of it. It’s a perfect opportunity to sell another story — but maybe she is too close to actually see how she completely misses the mark.
Oftentimes we are so busy managing the urgent business needs of today and tomorrow, we forget about the bigger picture. We are mired in the day-to-day struggles so even the simplest yet most important marketing opportunities are overlooked.
It's absolutely imperative to make time at least once a week to take a step back and look at your business from the OUTSIDE in. And if you unable to achieve this — and many of us are — bring someone in to help you see the easy opportunities you might be overlooking in order to properly tell YOUR story.
- Identify your unique story.
- Make sure every aspect of your company communicates that story.
- Check in at least once a week to see if you are missing opportunities to be a great storyteller.
NEED HELP DEFINING YOUR STORY?
If you just don't have the time to come up with a story about how to position your product or service, contact me and we'll figure it out. Send an email to Jane@JCCommunicationsllc.com or call 917-930-0062.