Larry Jeffus’ textbook, Welding Principles and Applications, 4th (fourth) Edition
Through the Power of Story
Behind the walls of the hospitals are patients on healing journeys, supported by a staff of physicians, nurses and technicians. They all stand behind the dreams to find the cures, to end the suffering and do whatever it takes to save lives. Pinterest, through its use of poignant images, gives hospitals a place and platform to reveal the power of their people on a mission to heal.
A health crisis heralds a quest for information. With its instant 24×7 availability, patients and their families turn to the internet to find the latest research, treatment options, and facts. Pinterest is now the third largest social network, as visitors increasingly find themselves pinning medical-related pins filled with facts, data and support.
Why Pinterest? Health information can be complex and confusing. Pinterest uses images to break through barriers of literacy, intelligence, and culture to provide quick, accessible information. A PCD diagnosis is confusing and frightening, but light comes from the knowledge shared on these pins. Or to take the mystery out of how your family health history impacts your health today, how to pack for your hospital stay, or cancer survivor stories. The power of story, images and facts can be seen on this emotionally-charged board by Brigham and Women’s Hospital Board, Do No Harm.
The power of Pinterest lies in the images. Research from 3M indicates that people process visuals 60,000 times quicker than text, while other studies showed that the human brain takes longer to interpret language than images.
From a marketing tactical standpoint, it only makes sense to share information where the audience already exist and is positioned to share. The question isn’t whether hospitals should do Pinterest, but how to use Pinterest strategically to encourage re-pins and followers.
Based upon the current levels of medical-related Pinterest boards, Pinterest is being used to fill the needs of patients at every stage of their healthcare journeys. Patients are already actively searching for relevant healthcare information, starting with the pre-diagnosis phase, throughout the treatment and even after completion of care. Hospitals can help improve the current availability of patient education, while providing them with accurate information they want to solve the problems they face.
A health crisis takes an emotional toll on the patient and their families. Patients can feel alone, distraught, hopeless and depressed. Pinterest bridges those issues with emotionally uplifting images, quotes, and poignant stories that provide
the camaraderie and comfort needed.
How can you optimize your pins to help reach and support your patients?
Customer stories are a powerful way to reassure someone looking to buy from you. They’re an extended testimonial from a third party, much more powerful than, say, advertising, where you’re beating your own chest. They’re very factual. They’re very driven by actual events.Stories connect people, build trust, transcend generations, engage our emotions, and they inspire us. And yes, they are contagious. But telling a compelling story that moves us to buy, or click “share” requires a bit of skill, based on ancient archetypes about how the brain uses emotions to make decisions.
The Apple Iphone Commercial does this perfectly. And yes, it went viral:
The Apple commerical follows the traditional hero’s journey that’s been used in myths for centuries. We have a hero with a goal, an obstacle that he overcomes.
Here’s where so many success stories go wrong. They incorrectly identify the hero. You can follow this archetype to build some great customer stories, but unless you’ve correctly identified the “hero”, your story will fall flat.
You are not the hero. Your product is not the hero. Your customer is the hero.
Your product is the “wise mentor” that helps the hero achieve his goal.
In our IPhone example, the hero, the misunderstood teen, uses the IPhone to create a gift for the family.
If you want me to talk about you, tell me a story that makes my conversations more interesting — show me how you can help me become a hero.This form will take your directly to the download page for the fill-in-the-blank Build A Story Worksheet. Writing customer stories that transform your sales cycle is essentially an art form. Just remember: Always make your customer the hero. If you need help, contact me.
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The little voice at 3 AM, the heart that beats too fast, and the atrophied, calcified systems? Join me at Innovate New Albany for the Sundown Rundown event on April 10 from noon to 1 PM as I help you uncover that little voice that keeps your customer up at night. The key that can transform your customer’s worst nightmare into an emotionally-charged customer story; the double-edge sword that helps you retain current customers, while sealing the deal with new ones. In this one-hour workshop, you’ll leave with a worksheet, and examples, to help you get started building your own customer success story. Get tickets here.
Why build emotional stories instead of rational ones? Analysis of data from the IPA (the UK-based Institute of Practitioners in Advertising) compared the profitability boost of 1400 campaigns and found that campaigns with only emotional content performed nearly two times better (31% vs. 16%) than those with only rational content.
Your road will be much easier if you create content that builds an emotional connection with your customer. Stories are far more powerful than data. So, why not create content that’s actually going to solve your sales problems. A good customer story will provide all the data they need to make a logical decision, while giving them the emotional pull they need to move forward.
When you view your personal brand as a trademark, you’ll begin to see it an an asset that you continuously mold and shape, as your career evolves. Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you.
When you publish online, it’s important to take into consideration how you were changed by the act of writing the piece, as well as the number of people you influenced.
The most important question to ask, is “Are you growing?”
Social media presents the very real opportunity of 24×7 total access. Without a set plan, the pace of social media can be exhausting. I will help you tailor, focus and edit your social activity so that you are sharing what’s important at just the right pace for you.
You may only need one social media outlet — or you made be served better by a blog that you a disclinpled about updating. Regardless, I will identify the platforms that will give you the highest return on your time. In addition, I will provide you with the content message points you can use to build your content over time. If needed, I can also provide the content for you.
My goal is to ensure your content attracts new readers by offering something of value that will hopefully engage them enough to continue reading.
In the effort to create a cohesive brand message around your core values, we will narrow your sphere of influence in two ways. First, I want to ensure that you are connected digitally with the thought leaders and mentors who can influence you and Secondly, I want to ensure that your ideas are shared with those you want to influence. Social media is a two way street: It’s not only a place for you to share — but it’s a place for you to learn.
There’s another crucial aspect to target — what are your key message points? What are the keywords that will identify who you are in the digital landscape? These words should naturally appear in your LinkedIn profile, and all content you share onine.
I will review your current social media profiles and help you streamline your time and your efforts to ensure you are in the places where you can make the most impact.