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A reader writes about my last blog pertaining to telling a story. Here's what he had to say:
"Wow Fred. Like you suggested, I put out a Facebook post today telling a
story for the first time. I have always done what most people have done
just post basically ads of specials and deals. With the story type, I have
twice as many shares and likes as usual." Thanks,
Nick, Cedar Lanes, Weed, CA
It's not unusual. People respond to stories because they are hard-wired for
it. Every great movie or play has three acts. In fact, the very first
stories our parents told us were nursery rhymes that started with "once
upon a time," which set the stage for the story, introduced the main
characters and began to establish the "tensions", which was the basis for
In Act II, the tension built and one or all of the main characters was in
danger or was feeling very conflicted or hatched a plot to take advantage
of another character. (The twists on this basic theme are almost infinite.
Just pick up any compendium of short stories and see for yourself.)
In Act III, the hero came to the rescue or a situation was created where
the characters in danger were rescued.
Now, can you tell a story about bowling like that? Simply paint a picture
of your product about what they are feeling and then translate it into
How about this short nursery rhyme you could send your target audience;
adding a lot more specifics, of course :-)
Once upon a time, there was a family named Jones. Ms. Jones was a single
Mom and her two children, Jimmy and Jenny were 8years old and 6 years old
respectively. Both went to the same elementary school, andhaving to drop
off both children at the same school was so very convenient for her, which
made MS Jones life a bit easier. After all, her position as an Advertising
Executive at BIG CITY Digital Marketing Inc. was stressful enough.
One day Jimmy and Jenny came home from school and told Ms. Jones that they
were going to be off tomorrow and that school was closed for a "Teacher
Review Day." Looking at her schedule, Ms. Jones saw that she had a very
light work day calendar and decided that she would take the day off and
spend some time with her children; something she did way too rarely.
She began to think of her options. "We could go to the mall", she thought,
"but the kids would get bored too soon". "How about a movie?" she said out
loud. "No", she said, "we wouldn't be able to talk at all and I want to
spend time with them and talk, not just stare at a movie. They do too much
of that already," she said to herself.
Just then Jenny came in and said, "I know Mom, let's go bowling. My friend,
Sarah, and her folks are going to the bowling center in Middleville. Let's
meet them there." Ms. Jones, wide-eyed, said, "Bowling? I haven't been
bowling in years and the last time I went, well..." as her voice trailed
"No Mom", said Jenny, "this place is cool. Come on, let's go."
So off went the Jones' family to meet Sarah's family at Middleville Bowling
Center and boy was Ms, Jones surprised when she opened the front door of
the bowling center. Bright new carpet, lighting, welcoming hosts - who
even helped her figure out the automatic scorers - clean restrooms, bowling
balls that fit and food that was just oh so tasty. She didn't expect this
at all!!! Even the music was crisp and clear and age appropriate. Best of
all, she watched as her kids and their friends just laughed and laughed and
had a wonderful time.
The best news was that when it came time to pay, it was a whole lot less
than she expected and as she walked out the door with each kid in hand, she
said to herself, "now that was a great value. I am going to do that again
with them. Maybe even have Jimmy's next birthday party there."
"Totally great time, eh kids?", she said to her two children, who just
smiled, squeezed her hand in agreement and gave her big hugs.
It was a great day and, and that night as Ms. Jones lay her head on the
pillow to go to sleep, she said, "Thank you Middleville Bowl. It was a
great time with my kids. I almost forgot how much fun bowling could be."
Now if you wrote a story like this, albeit in a much-shortened version,
don't you think your readers would relate to it more, especially if you
sent this email to all the women in your database between 25 and 44.
Give it a try and tell a story that sells - without selling - and don't
forget to add a coupon at the end as well to spur their interest to take
the kaploe marketing group
914 592 1326 office
516 359 4874 cell