Marketing With The Back Story

Melvin The Magical Mixed Media Machine from HEYHEYHEY on Vimeo.

There is a video which has an immense following. It is not about a person. It is about a machine, a Rube Goldberg machine, which promotes itself via Twitter, Facebook, video and a website.

Some passionate artists and technicians did the work of creating a show which told a story. The video above is astounding and speaks for itself to the creativity, hard work and genius of the project. The story draws you in even further. It is marketing at work behind the product.

Ironically, the automation developed in the machinery is one part of the project. The marketing which works to self-promote the machine is another process in itself. The story behind what we see draws us in further to discover the background.

Show And Tell

Seeing your product or service in action is an immense part of communicating your value to the world. New customers want to get their minds around how you work, what they are getting and how you deliver. You don’t necessarily have to build a Rube Goldberg machine, but there needs to be a show which helps them see what happens when they do business with you. It is part of the show which makes the tell easier.

The tell is the part which helps to bring color, description and intrigue to your value proposition. It is the back story which answers the questions:

  • How do you do what you do?
  • Why do you do what you do?

Telling your story is what makes you unique in the mind of the buyer. It is your own and noone else’s. We relate to story. It fills in the missing pieces for motivation, desire, and inspiration.

Melvin The Machine is a remarkable piece of machinery designed with patience, care and attention to detail. See how you get pulled into the back story and think about what your product or service would benefit from with a better tell.

How can your show and tell improve?

Published by Don Dalrymple

I grow businesses through partnerships and executive coaching. I work with partners and clients on strategy, systems, team building and growing revenue.

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