How to create authentic user generated stories?

How to create authentic user generated stories?

How to create authentic user generated stories? 370 218 Shlomi Ron


Yesterday, I needed to duplicate my house key.

If the year was 1979 or even 1989, I would most likely check the yellow pages book. But since we’re in 2019, I googled “key duplication” and immediately received local stores nearby.

Since this is not a rocket science project, I picked the closest store and headed there. Logical, no?

When I arrived at the store, the store owner was busy helping another customer, so I patiently waited.

While waiting, I was able to catch this dialog: “

Customer: “How much would it cost to duplicate this key?”

Store owner: “Oh, this would be expensive, because it’s a computerized car key. I need to open it up and when you insert it to your car it will be re-programmed.”

At that point, I was thinking wow! I didn’t realize key duplication could be costly and dreaded what my key would end up costing.

Maybe the store owner caught my facial expression or simply was looking to serve his customers faster, all of a sudden he stopped working on the first customer’s key and asked me “what do you need?”

“Oh I just need to duplicate my house key” and I handed it over to him.

The owner took a quick glimpse of the unusual shape of my key, and said: “I can do it with the regular key shape, it’s cheaper would you like that?”

After overhearing the earlier talk about the expensive key job for the first customer, I immediately said YES!

It took him literally 30 seconds if that to duplicate my key. He handed over the new and original keys and smiling said: “Here you go. By the way, how did you find us?”

I told him I simply googled “key duplication.”

The store owner smiled again and said: “if you promise to write a good review about us on Google, I can give you the key for free.”

Surprised at the complete reversal in my expectations, I gingerly said YES OF COURSE!

And guess what, I was happy to give the store a nice review.

This simple story vividly illustrates a couple of key lessons.

First, it shows how a simple routine act of kindness can go a long way. The gesture was not too complicated to execute on either side the giver or the receiver. Yet, it was tightly glued by a mutual trust of making a nice deposit and the need to acknowledge it.

Second, with our fragmented communication landscape where audiences tend to ignore flat sales pitches and instead look for more impartial user-generated content, ratings and reviews have become another important storytelling engine for businesses. Learn more about how to leverage user-generated content for your marketing strategy in my podcast interview with Tim Sae Koo, CEO of Tint.

When it works well, you get authentic real stories from real people that help other people evaluate your services.

Finally, this tactic falls squarely under the larger category of placing your customer as the hero of your story with clear pathways to storytell their experiences. Such tactics work best at the Adopt and Advocates stages of your buyer’s journey.

What small steps are you taking to delight your audience?

Schedule a conversation to discuss how you could empower your marketing strategy with our step-by-step visual storytelling framework.

Shlomi Ron

Co-founder, CEO at Visual Storytelling Institute. After 20 years of well-rounded digital marketing experience, having worked both on the agency and client sides for Fortune 100/500 brands such as American Express, Nokia and IBM, Shlomi has co-founded the Visual Storytelling Institute (VSI) to help business leaders rise above the noise through the power of storytelling and the effectiveness of visual media. Follow Shlomi's visual stories on Instagram.

All stories by: Shlomi Ron