Shopper Marketing and Customer Experience Management

we believe it takes an inspiring story to make people buy

use of props in storytelling

Peter Guber -author of the book Tell to win paid a visit to the office of LASIK surgeon Robert Maloney. Peter’s wife had had a successful surgery and so she sent Peter for consultation.

Peter in his book says he was curious to know how Maloney managed to make his patients who do qualify – especially those who don’t know anyone else who’s had a surgery – believe that the radical benefit he promised was real.

Maloney pointed across the room to a basket between 2 chairs containing hundreds of discarded eyeglasses.

6229938530_9174121311_b

Stunning use of props. Those eyeglasses were the perfect embodiment of one of the key benefits that other patients enjoyed and that awaited the nervous patient. No more burden of glasses. They told the whole miraculous story.” Says Peter in his book.

The prop used in the story is compelling enough for someone like me who doesn’t care about a LASIK want to undergo the surgery. The benefit of  ‘no more wearing glasses’ is powerfully conveyed. Powerfully enough for me to want to walk out of the surgery room toss my eyeglasses into that basket with style and walk out like a movie star. Just like a shot from a Merryl Streep movie.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 946 other followers

Follow me on Twitter

%d bloggers like this: