For as long as I can remember I’ve been interested in makeup. I enjoy that its only limiting factor is the imagination. I am enamored by the fact that it can completely change the outside of you without affecting the inside of you in any way. On the flip side, I like that it can actually help boost confidence and self-esteem. And then, at the end of the day, it can all be washed away with something as non-invasive as water.
Cool story, Hansel, but how the heck does this have anything to do with content marketing? Let me explain.
A Long Time Ago...
Go back to the beginning of this blog post where I said, “For as long as I can remember...” Turns out—in my experience—that when you are engaged with any one thing, for upwards of a quarter of a century, you tend to be a tad vocal about it. Maybe you’re not shoving it down anyone’s throat but, let’s be honest, it’s going to come up every now and again. Sure, if it was murder, or something similar that had a GINORMOUS social taboo around it, maybe you’d keep it hush hush. But makeup? In the western world, it’s here and it’s real, people!
John Deere And I Are Twinsies
Now, let’s all remember the smartypants behind John Deere. Homeboy was a marketing genius. He figured out that the human race is inherently oblivious—and then used that to his benefit. Five gold stars, John. Job well done. (That’s not exactly the entire story.)
See, at its heart, content marketing is simply the strategy of educating people through storytelling and examples. I’ve now been “marketing” makeup to my mother for decades. I constantly talk about new packaging and innovations in the industry. It’s been on my wish list for every birthday, Christmas, major-life-event. I’ve subscribed to publications and purchased books. I’ve followed professionals on every digital platform imaginable. At this point, I’ve purchased enough makeup to coat the bodies of 10,000 people. (No, it’s not a problem—it’s a way of life. Back off!)
The Day It All Happened
Now to the good stuff. The other day I was eating lunch at a restaurant with my mother and she commented on my eyeliner. She said, “How do you make the wings so perfect?” First of all, YA$$$!! Everyone who’s ever attempted winged eyeliner can appreciate the fact that this comment made my heart swell 10 times. (Sorry, Mr. Grinch, but this is better. Fact.) Second, after spending years learning how my mother processes and reacts to information, I was able to quickly develop a perfect, custom approach. I’d hit on a few key points that wouldn't overwhelm her.
- “I use liquid eyeliner because I think it’s the easiest to work with and I love the crisp line it gives.”
- “There are several other types of eyeliner you can use. It’s all about finding out what works best for you.”
- “From my experience, it has just as much to do with the applicator shape, as the product itself.”
Do you see what I did there? Look closely, you may have missed it.
- I told her how I did what I did, and why. (My process and the resulting benefits.)
- I explained that just because it works for me, doesn’t mean it’s going to work for her. (Testing is key.)
- I proved that this is not my first rodeo, and therefore set myself up to be seen as an expert. (Trust.)
Cinch it, Cindy!
Listen up! Sharing this information is only half the battle. Now you have to close the deal. You MUST give a next step of action. (In the biz, we call this a “call-to-action” or “CTA.”) In this particular case, I knew we were close to a makeup store so I said, “If you’re interested in trying it yourself, I’d love to go with you after we’re done eating. That way, if you have any questions, you can ask me instead of a pushy salesperson.”
I have now told my mother what the next step is AND given her incentive to do it immediately, while she’s still excited about it. (I’m available right now. We’re close. You’re excited. Let’s do this thing!) I’ve also used my relationship with her—you know, the one where she trusts me as an expert—and suggested that making a decision with someone she trusts, versus a stranger with a motive, is going to result in a more satisfactory outcome for her.
Save The Best For Last
I know what you’re wondering—did she buy some makeup?! I’m happy to say, YES! My mother is now the proud owner of liquid eyeliner. And now, my life is complete; I can die a happy woman. But PLEASE realize, I’m not happy because I was able to “close a sale.” I’m happy because I was able to help someone I care about [read: customer] make a decision that, in my soul, I believe will change her life for the better.
If you’re interested in using storytelling to help “sell” your products or services, we would be thrilled to help you. Simply click that bright yellow button below to get started. DO IT NOW!! Just kidding… sort of :)
