How Airbnb Uses Sensitive Stories To Connect With Audience



The most powerful stories are usually the most revealing.  They reveal our innermost secrets, dreams, hopes, fears, and the struggles we overcome.  They often lay the hero completely bare.

So how does a marketer tap into these vulnerable stories without seeming like an opportunistic shameless wares hocker or without seeming like you are capitalizing on the pain and gain of others?

Ashley B. Coombe at Affiliate Blogging Coach outlines how Airbnb successfully makes a customer the epicenter and hero of it’s brand story.

Get the whole story over at Ashley’s Blog.

Read More

Stories – Not Just for Fairy Tales Anymore



To some, the idea of using story and storytelling in a business setting feels like some airy fairy pixie dusted exercise in touchy feely-ness. It’s understandable. For some STORY equals FICTION, and what use is fiction in business? In our practice the stories, or Buyer Legends we write and use are based on market research, real customer interactions and use cases. And the stories are not fictional, but rather speculative. In addition they serve as predictive models of customer behavior that can be tested and optimized. Don’t think of storytelling as some romantic notion, instead view it as an established construct for more effective communications both with customers and with your team.

There is no shortage of evidence that storytelling works either. A joint research study by Facebook and Adaptly found that a series of sequenced ads that tell the customer a story about the product/service far outperform those ads that sought to get people to take action immediately. Chad Brooks of Business News Daily writes

“The researchers found that among those who saw the sequenced ads compared with those who saw the non-sequenced ads, there was an 87 percent increase in people visiting the landing page. Additionally, there was a 56 percent increase in email subscription rates among people who saw the sequenced ads.”

You, I, and your customers are wired for story.  That is not a fairy tale, that is a reality. Ignore it at your own risk.

Want to know more about unleashing the power of story in your business?  Get your copy of Buyer Legend – The Executive Storyteller’s Guide.

Read More

A Question About Delivering Great Customer Experience

A Harris Interactive study finds that as many as 86% of customers leave due to bad customer service.

A RightNow Technologies study finds that as many as 73% of customers leave due to bad customer service.

The Rockefeller Corporation study finds that 68% of customers leave because they believe that companies don’t care about them.

When Bain & Company recently surveyed 362 firms, they found that 80% believe that they deliver a “superior experience” to customers. But when they asked customers, they report that only 8% are really delivering.

 Now take a look at this:

Customer experience clearly matters!

Now, let’s be generous and give those 80% of executives the benefit of the doubt. They probably sincerely believe that their companies are customer-centric.

So here’s my question; do you think that if those executives read a Buyer Legend that narrated the customer experience for them anything would change?

Please stay positive and let me know what you think.

Read More

Your Customers Desperately Want To Be Legends

shutterstock_170727395 copyI love the idea behind  According to their About Us page

“NatureBox delivers a world of carefully sourced and nutritionist-approved foods right to your door. Each snack contains wholesome ingredients – with no artificial sweeteners, flavors or colors. Snacking has never been so deliciously fun and naturally easy.”

For a monthly subscription fee of $19.95 on up to $49.95 NatureBox will send you a selection of healthy snacks for you or your whole family.  I just joined at the $29.99 level, but I almost didn’t.

Recently I was going through my email subscriptions when in a Daily Digg email I read a headline that caught my attention.

“How to Snack without Eating Crap”

I quickly clicked the link and landed on this page


Now I am fascinated, but on this entire page the only option I have is the “Start Now” button.  When I click on that, I am taken to this page.

skitch 2

My obvious first question is “OK, but what snacks will you send? Can I select the snacks?”.  I’m about ready to bail out, but still intrigued I click on “select this box” because it is the only choice I have.  My thought is that I might find those answers in the next step.

skitch 3

This next page is even worse.  It clearly is the checkout process.  Pigs might go airborne before I complete a checkout process without knowing exactly what I am purchasing, and I am surely speaking for most mentally stable adults as well.

Now I can go on and on about how horrible this conversion funnel is, and I can nit pick several tactical things wrong with these pages, but instead I will point out this ‘landing page experience’ follows several commonly used marketing techniques.  It attempts to ‘squeeze’ out a conversion, by locking me into a single landing page and forcing me through a checkout.  This is not uncommon, and in some cases might be the most effective practice.  In fact, it might have even worked here had these marketers understood one thing, the context of a health conscious customer.

So let me whip up a quick Buyer Legend (buyer narrative) based on myself.

Over the past few years Anthony has tackled some severe health issues, and recently has become much more aggressive about his health.  He has adopted a rigorous workout schedule, and has made several major adjustments to his diet mostly cutting refined flour and sugars.  While Anthony has no problems making his meals interesting he has struggled finding snacks that he both enjoys and are healthy for him.  He is simply bored with nuts and berries.  He has spent hours in Whole Foods and other health food stores searching for a few more snacks to add to his diet to no avail.  He reads nutrition labels meticulously and watches his carbs and tries to eat organic as much as possible.  As he arrives at his first order of business is to see what the snack line up is.  He finds several snacks and reads the nutrition facts for each. Anthony must find it easy to save the snacks he wants to a shopping cart or wishlist before he checks out.  

I am pretty sure when it comes to reading food labels, I am no different than most health conscious eaters.  When I went directly to the homepage (as opposed to staying on the landing page I was linked to), I was able to peruse all the yummy looking snacks AND their nutrition facts.  The biggest problem I had was narrowing down my choices for my first monthly snack box.

So here is a word to the marketers  at that paid for my click by placing a sponsored ad in one of my emails.  Gals and Guys, I understand why you did what you did, Your headline about not eating crap for snacks was brilliant.  If you were building a classic squeeze page campaign you did a great job. However,  the one thing you failed to do was understand my needs, and every other healthy eater’s as well.  I wonder if after you read the above Buyer Legend would you do the same thing?  How many people can you expect to sidestep your landing page urls?  And wouldn’t you like the credit for my conversion?

I’ll happily gift a copy to the folks over at of Buyer Legends: The Executive Storyteller’s Guide just ping me and it will be on its way.

Dear reader, do you have your copy of Buyer Legends: The Executive Storyteller’s Guide yet? Your customers would love you to read it.

Read More
What we can offer you

Four Pillars Ongoing Support

After our workshops, we work with only a few select clients. Your business must be committed to the Four Pillars (as described in Be Like Amazon) on a long-term basis .


We kick-off the workshop with a two-day onsite visit. We help you create the Four Pillar foundation for your organization. The entire process takes between 4-8 weeks and the typical investment is $30,000 – $100,000.

Speak at Your Event

We can speak at your event. Our fees are $20,000 in North America, and that includes travel. International fees are $20,000 plus business class travel, from Austin, and lodging. Contact us to discuss your event  

© 1998-2017 Bryan Eisenberg + Jeffrey Eisenberg & Associates We value your privacy! Terms & Conditions