Because it’s your business, it’s natural to see the drama surrounding what you do from your perspective — as if your business is the star of the show.
It’s natural, but it’s also a huge mistake.
You are NOT Cinderella. You’re the fairy godmother.
You’re not even in the picture for most of the film, except when your customer desperately needs you. Then you swoop in, save the day, and exit stage left.
That means your business will never be so loved as in that one magic moment, immediately after you’ve saved the day.
That’s the Bippity-Boppity-Boo moment.
And unfortunately, you’re probably letting that moment slip by unrecorded, un-leveraged, wasted.
Here’s what you should be doing instead:
- Recording a testimonial (along with permission to use it)
- Getting a picture of the happy client with the finished product or service
- Getting before and after photos
- Posting the testimonial and/or photos to Social Media, with the client tagged in them.
And that last item is especially important for what I typically call “unsexy” businesses attempting to use Social Media.
Sexy businesses are the kind that touch on customers’ passions and addictions: fashion, food, drink, sports, hobbies, etc.
People want to talk about wine and chocolate and skiing and gourmet cooking even when they’re not in urgent need of them.
Unsexy businesses are typically about lights and pipes and maintenance and cleaning.
The Social Media mistake for unsexy businesses is to try to “engage” people in the fascinating world of transmission repair, plumbing, HVAC, roofing, etc. They want to pull people into their social media circle and then tell them stories where the business is the star attraction.
It almost never works because your business isn’t Cinderella and unsexy businesses have no star attraction (aka, sex appeal).
Remember, the customer is the star; you’re the fairy godmother. So co-opt your customers’ social circles by making the story about the customer during the business’s Bippity-Boppity-Boo moment.
People don’t care to read or hear about unsexy businesses, but they DO care about their friends.
When you make their friends the star, that creates interest, lets you showcase your fairy godmother powers, and harnesses the power of social proof at the same time.
If your customer’s Social Media friends are exposed to enough of this, they’ll come to think of you first and feel the best about you when they need those same services.
When you hog the spotlight, you lose. When you make the customer the star, and own your roll as the fairy godmother, everyone wins.