Those of you who know me know that I'm good friends with New York Times bestselling author, Jonathan Maberry. A few years ago Jonathan was asked by Kru Research to speak at their e-Paitent Connections Conference here in Philadelphia about the importance of storytelling when creating advertising and marketing collateral. Definitely worth the few minutes to watch, especially when he and the moderator anaylze the storyelling effectiveness of two popular commercials.
WHAT'S YOUR STORY?
HVAC contractors have a million stories about the homeowners they serve that provide insight into the way that contractors does business. About the reason people do business with that contractor. Your "Signature Story", the one you always find yourself telling prospects to put their mind at ease.
When we started working with the team at McAllister...The Service Company in Somer's Point, New Jersey, Bob McAllister knew right away what we were talking about, so we created the following video for them so McAllister's sales pros could share their signature story with a few clicks of a mouse. Check it out.