Marketing Wisdom from "Restored Stories" in Oregon

Brina Bolanz, an experienced personal historian in the Portland Oregon area posted a comment to the ListServ of the Association of Personal Historians that I thought was as clear and simple a description of the action steps for a marketing plan for a PH or and LC as I have seen in a while. This is what I refer to as telling your story and exhibiting your passion. Thanks to Brina for letting me print it here.

Heather wrote: "I was wondering if anyone would be willing to share how they went about starting up their 'personal history' business (specifically those who write personal histories)."

I got my first tiny client by handing out my card at a garage sale.
Seriously. I got my first big one because an old jr. high school classmate found me on Facebook, and a few months later his dad wanted someone who could help him with his book, and he thought of me.

As for finding clients, I'd say mine those "friends and family" first off.
They'll be kind and you'll get great samples of your work.

I haven't been in business long, but in my opinion it is so much about word of mouth & trust. Ads don't work.

Hand out your card freely, talk about what you do to everyone you meet/know.
Find out if there are senior-oriented business networking groups in your town - if you meet others who work with your potential clients, you can let other people's marketing work for you, too. Make sure they know who you are so if their clients ask about such services, they know who to call. Do your best to refer people to them, and make sure they tell 'em who sent 'em.

Offer to give talks on preserving story at places that have your target market (i.e. older adults who can afford it, in general).

Offer to write articles for small local papers, or group newsletters, etc.

If the price is okay, have a booth at smaller conventions or conferences, if the market is right (someone was asking about that earlier). I target genealogists, heritage preservation groups, and retirement facilities right now. I'm having a table this weekend a genealogists' conference. It's $50, but it's right here in Portland -- I'll see if it pays off. In any case, I get to sit in on the conference, which is about tracing German relatives (my dad's side is German), so I'll learn something from my money anyway!

Go to other larger events/exhibitions as an attendee, and walk around with your bag of samples and biz cards and introduce yourself to everyone -- much cheaper than a $300 booth. :)

Great stuff, Brina. Thanks.

Sorting Not Selling

"Selling" is still the "S - Word" for too many Legacy Consultants. Images of used car salesmen and "pushy" network marketers help us define who we do not want to be.

I suggest that if the word "Selling" has too much baggage for you, it is time to consider the word "sorting" instead. Think about it. You already know and believe that life story preservation is important and vital for families, individuals and communities. You would not be a Legacy Consultant otherwise.

So if you value our message (that life story preservation is important and urgent) and our product (the Life Story package that makes life story preservation easy and affordable), it stands to reason that others will too. After all, you are not the only person to love and respect your parents or grandparents.

Your task therefore is to "sort through" people to find those for whom our message and product resonate and make sense. You can not "cram" this idea down an unwilling throat. So don't waste your time psyching yourself out that you will somehow unethically "fool" or "push" someone into buying a Life Story Package. It has not yet been done. Besides, there are far too many strong prospects out there to worry about those for whom this is not a fit.

By displaying your passion for the mission and product, you will attract those who want to learn more. You will be solving problems and giving a gift. Is this selling? Well, I don't really care what you call it. It is "sorting" for sure. A lot of people NEED Priceless Legacy and the message of life story and lesson preservation. You are in a position to sort through the hundreds and thousands of people in your circles to find those you can help. Don't let an obsession over terminology stand in your way.

Disco Bar, Dancing & Selling Life Story Preservation

In a staff meeting this morning, I was grasping for straws to make a point and I came up with an analogy that may (or may not!) resonate with our readers.

Imagine a hip dance club (what may have been called a Disco in a more naive time . . .). Who is effective at meeting members of the opposite sex? Is it the bling-bedazzled obnoxious guy who "hits on" every woman in the place with a direct "Hey baby, what's happening?" Or, is it the man or woman on the dance floor who is moving with the beat and clearly enjoying him or herself? With whom would you rather hang out?

Selling the life story preservation concept is much the same way. The ones who exhibit confidence and authenticity (who metaphorically really enjoy the "music") are successful and the ones who think a hard-core frontal assault is the only way are most often disappointed.

Show your passion, tell your story and be authentic. Good results follow.