Personal details seem to make a difference

[Cornish Steve]

My second home, unfortunately, is Atlanta airport. Rather than take the train between concourses, I prefer to walk. Along one walkway, there is a wonderful sculpture exhibit from Zimbabwe.

For years, I noticed few people stopping to admire these sculptures. Then, the airport managers made a subtle change: They added a small plate to the base of each item with a picture of the artist and a brief biography. Since that time, the number of people showing an interest has soared.

I've been thinking over this phenomenon for some time. Why would a simple change make such a dramatic difference? The only reason I can think of is that visitors now associate each sculpture with a real person. Items that were previously impersonal are now personal.

What do others think about this phenomenon? What's the real marketing lesson here? How can we benefit from that lesson?

 

[Rob Holmes]

Well my first thoughts are that people love a personal story attached to something, and it can really help sales/generate interest

Rob

 

[Jayne]

When I use business forum, I wonder what people look like. It's sad but most people in the world are nosey, this is why big brother does so well (not my personal taste). Scuplture and art is a personal thing and you like to know who did them (well I do). Web sites are more interesting when they are personal, you feel like you can trust the site when you know a bit about who wrote them, especially with a photograph. These big company sites feel cold and business like, you get the feeling they just want to con you out of some money. It's a bit like when you meet someone for the first time, within the first few seconds you know if you like them or not. If you see what I mean.

Best Wishes

Jayne

 

[keirms]

Interesting anecdote...

In terms of business and lessons to be learned, I believe that anything you can do to make your business more personal (without losing that professional image) should be done.

In our industry (personal training) it is vital that we come across as friendly, trustworthy and approachable - unlike the drill sergeant trainers that are portrayed in the media (celebrity fit club etc.)

We have a photo shoot next week to add some more personal images of the trainers to the site; we really feel this will help our conversion rate.

Fingers crossed!

 

[Ozzy]

This is very true, people like to deal with people. I always repeat myself there, but it is true.
I use a personal photograph of myself when I provide support via the Livehelp section of my website so people can see the person they are dealing with.
Also, two months ago I started writing my newsletter with a more personal approach that previous and since then I have started receiving a significant number of replies from people saying how much they enjoy reading the newsletter. Its the personal touch.

I am planning on redesigning my websites soon, and one change I plan to make is to make them even more personal.

 

[Rob Holmes]

I use a personal photograph of myself when I provide support

I have my pic on our thank you for paying page - it helps 'buyers remorse' buy showing people that they haven't just sent their money into a black hole.

Rob

 

[SuffolkDesigns]

I use a personal photograph of myself when I provide support

I have my pic on our thank you for paying page - it helps 'buyers remorse' buy showing people that they haven't just sent their money into a black hole.

Rob

Hmmmm, sounds like a ploy to get everyone to signup for your hosting so they can see what you look like

 

[directmarketingadvice]

Hey Steve

(great name by the way)

There are 2 things that jumped into my mind.

Firstly, some artists loan their paintings to restaurants (my local arthouse also has some in their bar) and the paintings have a sale price.

If they were to place a picture and a "human" biography of themselves, they might sell more.

Secondly, I've heard of a lot of restaurants building success by sending out letters that tell the story of how they came to be.

So, instead of the usual "authentic Italian food", it's "the recipes that my parents brought with them from Genoa when they arrived on the boat in 1954" or "the way my grandmother used to cook the fish my grandfather Paulo, the fisherman, used to catch".

When there's a story that's about someone's passion for what they do and their commitment to giving the best, I think people are more inclined to stop and listen (or read).

We are so often being asked for our cash by faceless organisations, a kind of cold, sterile, impersonal exchange of goods for cash.

So, when we're invited to participate in someone's passionate adventure, we're not just buying a product, we're a part of a bigger, more human picture.

I hope this makes sense. I've the feeling I'm rambling.....

Steve

 

[Cornish Steve]

I've heard of a lot of restaurants building success by sending out letters that tell the story of how they came to be.

I didn't link the two things until I read your sentence, but we did actually write an article of this type about our company that was published in the e-zine of the Honor Society of Phi Kappa Phi. We were the featured entrepreneurs: http://www.phikappaphi.org/ezine.shtml .

Based on your observation, I may call some local journalists today in an attempt to secure another article. Thanks for initiating this train of thought!

 

[directmarketingadvice]

Thanks for initiating this train of thought!

You're welcome. And thanks to you for posting the story.

I love hearing insights like this, they always fire my brain off in different directions on how to use them to market different businesses.

(I'm a marketing consultant)

I'm going to make a point of getting the artists' details next time I'm somewhere they display paintings for sale. It wouldn't take long to put together a pic and a bio for a cut of the increased sales.

Another thought I had about this is how it ties into something I heard the famous copywriter, John Carlton say.

He was being interviewed about copywriting (in particular his "One Legged Golfer" ad) and he explained how he looks for the "story" that draws in the reader the way National Enquirer headlines do.

His headline for the ad was:

"Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards
To Your Drives, Eliminates Hooks and Slices… And Can Slash Up To 10 Strokes From Your Game Almost Overnight!"

The ad is at http://www.ohpdirect.com/pro.php?sku=772G

Some of Carlton's other golf ads have headlines like:

"How Does An Out-Of-Shape 55 Year-Old Golfer, Crippled By Arthritis & 71 Lbs. Overweight, Still Consistently Humiliate PGA Pros In HeadToHead Matches By Hitting Every Tee Shot Further And Straighter Down The Fairway?"

and

"How A Skinny Little Golf Genius From California Accidentally Started Hitting 425-Yard Tee Shots!"

They all draw readers into the story (incidentally, they all use that "National Enquirer" "that can't be true" approach to do this) and they're all about people who are doing something out of the ordinary.

Compare them to "Knock 10 strokes off your game" or "Add 50 yards to your drive" and similarly dry, impersonal headlines.

If you were a golfer, which ads could you skip over and which would you have to read?

Steve