At the end of the day, it’s not about you, it’s about THEM! People want to know what you can do for them and how you can improve their life.

I explain it to my clients in a dinner party scenario. If you turn up to a party and some guy walks up to you and immediately starts telling you how many clients he has, how much he earns, what car he drives and how many holidays he’s been on this year, you’d immediately think he’s a self-obsessed idiot. Well, that’s kinda the same thing online.

People get bored of reading how great a company is. They want to know how other customers have been helped. They want to read real-life experience and stories. That’s where the video can deliver such a huge impact.

Brands like Patagonia, Airbnb and Toms Shoes tell stories about their customers. Admittedly, they have big budgets but it doesn’t cost money to take a couple of photos and interview a customers.

I worked with a business luggage brand to create a community of bag owners who we featured on the site. We named them the ‘Road Warriors’ and began sharing their stories every week. All it cost us was the time to write an email and a small thank you gift which we sent out of courtesy, not because they expected or asked for it.

That campaign went from just a piece of luggage to a brand that people wanted to be a part of and a product they had to own. It gave us a ton of engaging social content as well as more opens and clicks on our email broadcasts. After a while, we had people asking to be part of the community.

So, it just goes to show that with a little time spent focusing on customers and sharing their stories, you can create something quite magical. 🙂