While leaving a medical appointment at a clinic a couple of months ago, I walked alongside a janitor on my way to the elevator.

He sang the entire time while carrying his supplies and putting things in order. He’s an older guy so his songs were from a different era and far more pleasant than the usual Top 40 hits piped through speakers.

We entered the same elevator and he paused to chat with a woman who was exiting the elevator.

During our elevator ride he spent the entire time telling me what a wonderful woman she is and how he wished he could chat with her in Spanish, her native language. He was generous with his praise even though I didn’t know the woman.

As we left the elevator he immediately started singing again as he set about his cleaning tasks.

I was only with him for about 30 seconds so there was no chance to ask him how long he’s worked there or get any details about his life.

Even though he didn’t say a word about himself,  those 30 seconds in his presence told me volumes about him.

Normally when passing people in a hallway at a medical clinic you usually don’t give them more than a moment’s attention and you certainly don’t remember them two months later. The same is true of most websites.

When people drop by your website you probably have no longer than 30 seconds to make an impression before they move in.

Are you like the singing janitor and stand out from the crowd by being different and by NOT blabbing endlessly about yourself or your product?

Do you leave them with the desire to learn more about you and your story?

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Filed under: Email CopywritingStories/Storytelling

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