Jody Maberry is a former park ranger who now specializes in creating story and experience for customers. In other words, he's a marketing consultant and copywriter. He got his MBA from the Jack Welch Management Institute at Strayer University. He spends his free time hiking in the great northwest of United States and Canada.
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The Importance of Story and Experience
- What is the most important thing you can share about pricing?
- You are worth more than you think you are.
- It is good for you and your customer that you charge more.
- If you feel you are getting underpaid for a job, you will not give the value you should to the customer.
- If you are getting paid what you think you are worth, you will work your tail off for the customer.
- Why is story important to a business or entrepreneur?
- Foremost, people will do business with a company when they want to be part of its story.
- A story helps a customer connect to you.
- If one business has no story and a different business has a story, you are more likely to pick the one with a story.
- Tell your story, rather than letting others “fill in the blanks”.
- If your story is good, then others will share the story with others.
- What is the difference between a story and experience?
- The experience comes from working with a company.
- It starts with the first call, the first website visit.
- It builds as you continue to work with them.
- You have to make sure that the experience backs up the story.
- The team and the quality of the work contribute to the story.
- The story builds the value so that people talk about it. The experience is what it is like to work with you.
- The story and the experience need to be connected.
The Disney Experience
- Can you name a large brand that is excellent for creating experiences?
- Easy answer: Disney World
- The Park Leaders Show focuses on leadership and management for parks and recreation.
- In general, the guests on the show said that parks create their problems and look inside to solve their problems.
- Lee was interviewed on the show, and then he and Jody teamed up to launch Creating Disney Magic.
- What are some things you have learned from Lee Cockerell about Disney?
- You are putting on a show every single day.
- Your customer is likely to go somewhere else if you have not put on a good show.
- When the people act the way they are supposed to, and the place looks how it is supposed to, they will come back.
- If you have flies, you must like flies – otherwise you would correct it.
- What are some of Lee's stories about creating a great experience?
- Disney managers are required to spend a certain percentage of their day out in the park with the guests.
- If your employees feel they are valued, they will deliver value to their customers.
- If you create a better story and a better experience, you can price higher.
- Find the story that is unique to you. That is where the value comes from.
- When the customer has a great experience, they believe it is more valuable than what they paid for it.
Creating an Experience
- How can a solo entrepreneur or small business create an experience?
- Marketing is bigger than you think it is.
- The way you answer the phone is marketing.
- The way you act in front of your customer is marketing.
- The way you send invoices is marketing.
- How you communicate on social media is marketing.
- How you follow up afterward is marketing.
- Everything is marketing.
- All the interactions you have with a customer is part of their experience.
- Think of the touch points you have with your customer. That is all part of the experience.
- Did you make them feel like you cared after your part was complete?
- Find something that your customer will connect with or that they want to be a part of. That is what your customer will come back for.
- Marketing is bigger than you think it is.
- What is one of your best stories about creating value for a customer?
- A customer was launching her own thing without knowing her story.
- She needed a tag line and some marketing for one evening.
- Thank you so much. You captured who I am in this.
About Jody Maberry
- Former park ranger
- Copywriter and marketing consultant
- Host of Creating Disney Magic podcast
- Website: Jody Maberry website
- Twitter: Jody Maberry on Twitter
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