How Manufacturers Can Use Storytelling to be Relatable
Let consumers know about the people behind the products.
Mike Rowe made a name for himself as the host of Dirty Jobs. Actually, his voice was well known before that - and it lends itself well to Dirty Jobs - a series that profiles some of the most difficult jobs in America - and the people who do them.
The series premiered on the Discovery Channel in 2003 and was a huge success. Turns out, people wanted to know about these jobs and the people who did them. They were not unlike anyone else in the world. It turns out, people wanted to know about the people who did these "dirty jobs."
While just about any employee works for this model, here are a few to get you started.
Imagine the stories from the folks who've spent their whole career with. They've seen changes in technology, company culture, and the community at large. They may have held several positions within your organization.
Have them talk about changes in technology at the company and changes in the community as a whole. Ask them to tell a funny story about their work. Once you get the old-timer started up, you'll find that their story ideas are limitless.
Interview a newer employee. Ask them to the story of their first day on the job. Who do they like working with? Who do they have lunch with? Why did they choose to work at your company? Where do they want to grow within the company?
Newer employees can be fun to profile because they're still full of excitement about your company. And reading a story about someone who's excited about your company and your products will get customers excited about your company and your products.
Interviewing a larger stakeholder gives consumers insight into how team leadership works within your company.
And folks in supervisory roles tend to be experts in their area - or they wouldn't be leading a team. A story about a supervisor can be both informative and entertaining. Pack those facts into something engaging. Engaged customers make purchases.
Customers want to know how much you care about them. A blog about a Quality Assurance person can help with that. It can be technical - outlining the steps the company takes to ensure a high-quality product or, it can be personal discussing a day in the life of a QA specialist.
The Office Staff
We all know that manufacturing facilities have scores of people working on the factory floor making your product. But there are always a few people in the office making sure things run smoothly. Interview someone in the office to show how things are done from where you sit.
Make the stories as personal as possible. While you want to use this type of blog post to advertise your company, you also want to connect with your customers. Showing your human side and the human side of your employees helps to make your product more personal.
The more stories you write. The more blog posts you put up, the better your online traffic will be. Your customer base will increase and you'll be filling orders like crazy.
And that's what you set out to do all along.
You didn't set out to blog!
I can help with that. Because as a writer, that's what I do all day long!