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FISH STORIES APPENDIX
In
Chapter 2
, we met Barbara and John Varian, owners of the V6 Ranch in
California. Barbara could have described her business in a typical fashion:
“We have a ranch. People pay to visit and ride horses.” Instead, she said
something much more powerful: “We help our guests become someone
else, even if just for a day. Come stay with us and you’ll be a cowboy.” The
difference between these two statements is huge! The first statement is
merely descriptive, whereas the second evokes a powerful, emotional
connection.
Like the V6 Ranch, every business has a way to describe itself in a
traditional (i.e., boring) way and at least one much sexier way that
stimulates a better response. There are two keys to remember in figuring out
the difference for your own project:
1. Give people what they really want. Give them the fish!
2. Sell emotional benefits (“Be a cowboy”) instead of descriptive
features (“Ride horses”).
Here are twenty-five people from the study, all of whom found ways to
differentiate between something merely descriptive and something that
evokes a more passionate response.
Name: JASON GLASPEY
Business: Paleo Plan
Fact-Based Description: Weekly diet and recipe planning guide
Emotion-Based Promise: Take control of your health by eating naturally
(and leave the details to us).
Name: BROOKE THOMAS
Business: Practice Abundance
Fact-Based Description: Course on running a wellness practice
Emotion-Based Promise: Increase profits while running a smoother, more
streamlined clinic.
Name: PURNA DUGGIRALA
Business: Spreadsheet templates
Fact-Based Description: Templates to help frequent users of Microsoft
Excel
Emotion-Based Promise: Become an office superhero: Help your
colleagues and get your work done quickly.
Name: SELENA CUFFE
Business: Heritage Link Brands
Fact-Based Description: Wine imported from South Africa
Emotion-Based Promise: Drink great wine and feel good about supporting
minority-owned vineyards.
Name: PATRICK MCCRANN
Business: Endurance Nation
Fact-Based Description: Group triathlon training
Emotion-Based Promise: You’re not alone! Join a supportive community of
amateur athletes.
Name: BRANDY AGERBECK
Business: Graphic facilitation
Fact-Based Description: Visual documentation of meetings
Emotion-Based Promise: Capture your group’s big ideas in a fun way that
will ensure a long-term impact.
Name: HEATHER ALLARD
Business: The Mogul Mom
Fact-Based Description: Resources for “mom entrepreneurs”
Emotion-Based Promise: Stay home with your kids and earn a good income
without going into debt.
Name: JONATHAN PINCAS
Business: Tapas Lunch Company
Fact-Based Description: UK-based importer of Spanish foods
Emotion-Based Promise: Viva España! Celebrate the Mediterranean
lifestyle without leaving home.
Name: REESE SPYKERMAN
Business: Design by Reese
Fact-Based Description: Website and graphic design
Emotion-Based Promise: Your brand is more than a website. We’ll help you
tell a story that communicates your core mission.
Name: MICHAEL TRAINER
Business: Reckoning Studios
Fact-Based Description: Media production
Emotion-Based Promise: We’ll document your organization’s mission in a
short, professionally produced video.
Name: ALYSON STANFIELD
Business: Stanfield Art Associates
Fact-Based Description: Consulting for artists
Emotion-Based Promise: Attention, artists: Get paid to make the art you
love. I’ll show you how.
Name: ELIZABETH MACCRELLISH
Business: Squam Art Workshops
Fact-Based Description: Weekend retreats for artists and crafters
Emotion-Based Promise: Make art in a beautiful lakeside setting with an
intimate group of friends.
Name: JESSICA REAGAN SALZMAN
Business: Heart Based Bookkeeping
Fact-Based Description: Bookkeeping and tax preparation services
Emotion-Based Promise: I’ll worry about your money stuff so you can
spend time running your business.
Name: KAREN STARR
Business: Hazel Tree Interiors
Fact-Based Description: Interior design services
Emotion-Based Promise: Make your home a restful sanctuary, a place your
whole family enjoys.
Name: SARAH YOUNG
Business: Happy Knits
Fact-Based Description: Retail shop that sells yarn
Emotion-Based Promise: Knitting is fun! Come in to learn, restock, knit, or
just hang out.
Name: ERICA COSMINSKY
Business: The Small Business Transcriptionist
Fact-Based Description: Service provider that transcribes calls and
meetings
Emotion-Based Promise: Capture important information that your
customers will value, with basic formatting and layout included at no
additional charge.
Name: AKIRA MORITA
Business: Design Kompany
Fact-Based Description: Regional leader in design services
Emotion-Based Promise: You’ll get the best service from our family-owned
shop, and we won’t finish until you’re 100 percent satisfied.
Name: DAVID WACHTENDONK
Business: Murder Mystery Maniacs
Fact-Based Description: Group event planner
Emotion-Based Promise: Leave the party planning to us. We’ll bring a fun
experience to your group or organization.
Name: EMILY CAVALIER
Business: Mouth of the Border
Fact-Based Description: Ethnic food reviews and “midnight brunch” group
experience
Emotion-Based Promise: Have fun, eat good food, and spend time with
friends during a unique evening.
Name: RIDLON KIPHART
Business: Live Adventurously
Fact-Based Description: Group tours to exotic destinations
Emotion-Based Promise: Live adventurously by joining us for the trip of a
lifetime.
Name: KRISTIN MCNAMARA
Business: SLO Op Climbing
Fact-Based Description: Community gym and climbing center
Emotion-Based Promise: Learn a new, challenging skill in a safe,
community-centered environment.
Name: SCOTT MCMURREN
Business: Alaska TourSaver
Fact-Based Description: Coupon books for independent visitors to Alaska
Emotion-Based Promise: You’ll recoup your entire investment by using just
one of our coupons—leaving you with 200 more to get the best possible
discounts.
Name: JEN LEMEN
Business: Mondo Beyondo
Fact-Based Description: Online life planning course
Emotion-Based Promise: Learn to turn big dreams into reality in a fun,
closed environment with other women.
Name: JEN ADRION
Business: These Are Things
Fact-Based Description: Online store that sells maps
Emotion-Based Promise: Our maps will help you remember where you’ve
been and dream of where you’re going.
Name: CODY LIMBAUGH
Business: PXTFitness
Fact-Based Description: Personal training and exercise plans
Emotion-Based Promise: Want to get in shape but keep falling off the
wagon? I’ll help … and it will actually be fun.
Note: Some of these businesses are operated by co-owners or another
form of partnership. To simplify, I’ve listed the primary contact I talked
with during my research.
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