Yep, think of your favourite band for just a second. Picture the lead singer; you understand their persona – the act they put on for the audience, and the relationship between them and the rest of the musicians when they perform. You can see the crowd going wild, singing their favourite tracks, and if you hang around at the end, you’ll see the crew putting the gear away.
There’s plenty of lessons to be learnt from these musical metaphors that can be applied to your business; allow me to explain.
For reference I wrote this a few years ago but with my employer not wanting to use it I felt there was still some value (with their permission) in it being shared.
1. Moves like Jagger
Your business needs a frontman or front-woman for customers and potential clients to relate to. This may be you, or it could be a colleague. Who is it that customers ask for when they call in? Who do they want to see leading them into the chorus. People want to deal with People; and with people who communicate on a level they are comfortable with, using the words they relate to and understand.
Build that rapport, turn a customer into a friend of the business.
2. Banging the drum
The drummer keeps everyone in time; they provide a constant Rhythm for toes to tap to, and for people to dance too. The Drummer in this metaphor is your day to day business. Without the drummer, you have no band.
Allow your drummer to make some noise though: give them a solo – or a special deal on day to day jobs. With a customer engaged and in ‘your space’ you get the opportunity to talk about future work you could help them with, and really let your ‘frontman’ take control of the situation.
3. Taking the lead
Most rock tracks have got a riff that gets stuck in your head, and you find yourself forever singing it.
This guitarist (or keyboard, or bass line) is your USP, your unique selling point or the reason customers should choose you.
Whether it is a quality thing, value for money or your level of service you need to promote, you want this stuck in their head forever like ‘Clapton playing Layla or Fleetwood Mac with the soundtrack to Formula One.
When they hear your name, or see a Facebook post or a flyer from you want them to associate your USP with your name.
4. Roadies make it happen
Just as The Foo Fighters need amps, a drum kit and a whole rack of speakers to sellout stadiums, they also need guys and girls to drive the trucks and unload them at the venue.
Your Roadies are your staff… but in particular them and their specialist subjects.
Give them a shout out, shine a light on their hard work. Not only is it great for their morale, but your customers and followers will find it interesting – and it might just prompt them to pick up the phone and book in their next job.
5. Uber Fans
If you have only ever done one job, you have by default got a ‘best customer’.
Not all of your jobs and customers will be the type to go away and shout about your workmanship or service but that should be the goal.
Give a little extra to repeat customers, and tell them so; make a point of saying it’s for free.
If a customer uses Social Media, follow them and engage with their posts, in public. See if you can prompt them to thank you, or review your workmanship in front of their friends.
Hopefully this musical metaphor will help you market your business or service in the future. I wish you every success.