The other day I remembered seeing a program back in the eighties that offered a behind the scenes look at how Lionel Ritchie’s “Dancing on the Ceiling” video was made. It’s very dated now, but was kind of cool at the time. I’ve included it here at the bottom if you care to watch it, even though it’s about 27-minutes long. But as cheesy as the song is, it’s rather fascinating to see what went into putting it together.
To this point, our culture has an interesting fascination with getting behind closed doors. We love to know what is going on behind the scenes or behind the curtain. We aren’t just satisfied with what is happening. Our curiosity gets the best of us and we want to know the “how” and the “why” of things. This is one of the reasons why we see so many new DVDs released with extra scenes, commentary, and behind the scenes footage. It’s why many of us enjoy watching or listening to documentaries. And we all love a good story.
Here in Pennsylvania we have a little known cable channel called PCN, kind of like a C-Span for the state. One of the most popular programs on that channel is PCN Tours. This program takes a rather low-budget, yet fascinating, approach to Pennsylvania businesses, as they tour all sorts of factories and museums. On any given day you might get a tour of a candy factory, a baseball bat factory, a steam engine company, or company that makes boxes. It’s actually an incredibly fascinating program.
Storytelling is one of the most important things businesses and nonprofits can do as they seek to engage customers online. We all love a good story, but especially love it when we get an insider’s view of things. Give us access to areas of your business that we never see. Tell us how and why you do certain things. Every business category has it’s own lingo and nomenclature; terminology known only to those within that category. Crack open the secrets and show us things we might never see. Demystify things for us. Give us a reason to care.
You can do this in blog posts, videos, pictures, posts on Facebook, or just about anywhere. By giving your customers insider access, they’ll begin to appreciate what you do, and trust you as someone willing to share. Now certainly you don’t want to give away any trade secrets, but there is plenty that you can share with the public
Grant me special access to your business and I might just be more likely to patronize your business or tell others about you.
How are you telling your story? Are you taking your customers behind the scenes of your business or organization?
Now enjoy the video!