Story Time

Brenda Harris Tustian is a very talented artist.  She also knows the world is full of talented artists, so for many years she has differentiated herself by telling stories about her art.  Each painting has a reason for being, and she tells potential customers what inspired the work, what each painting depicts, and what it means to her.

Sales gurus like best-selling author Michael Bosworth have only recently discovered what Brenda has known for many years.  Stories sell.  So what’s your story?  How did your product or service change someone’s life, or at least their journey through it?   What about the customer who came back to buy more of what you have, and told you why?

Gather your stories, and make sure the people working with you know them as well.

David J Zimmerman
Southern Shows Inc.

Pardon the Interruption

The great majority of marketing you encounter each day relies on interrupting whatever you’re doing.  An ad during your favorite TV or radio show.  A popup on your computer.  A telephone solicitation.

The opposite of this traditional advertising is Permission Marketing.  This is a relatively new term that internet marketers gave to the process of asking consumers if they would like to receive information, then sending them what they want to receive.

While this concept has a new name, it’s the same marketing model that has made shows successful for decades.  The fact that show guests pre-qualify themselves by actually buying a ticket to see and buy from exhibitors is, when you think about it, pretty amazing. 

One of the keys to being successful at shows is understanding this.  So next time you’re at a show, try changing your mindset from “I’m here to sell to them” to “they’re here to buy from me.”  You’re still selling, of course, but thanks to the way shows work, you’re a lot farther down that sales path.

David J Zimmerman
Southern Shows inc.