The way you tell your story matters

The simplest changes can have the biggest impact

I've been working with a client who read a book about brand storytelling.

They say a little knowledge is a dangerous thing.

He's so caught up in what he read in the book that he can't see what's not working for him. He can only talk about his story with himself at the center. And it’s hurting his business.

So much good

I was in Estes Park over the weekend with my family where we ate at a rooftop Mexican place, La Cabana. Great food. Great service. Spectacular views. Tourist prices.

At the top of the scannable menu. Very prominently displayed was a message noting that credit card purchases would be charged an extra 4%. Clearly, to offset the charge the restaurant paid for credit card processing.

Funny thing, though, when the bill arrived, it showed the price along with the 4% added. Then, right underneath, it showed the "cash" price, which was 4% less.

So I asked the waiter, do people complain about paying 4% extra? "Sometimes," he said.

Are they happy when they pay cash and get a lower price? "Usually, yes," he said.

So why don't you just raise the prices on the menu by 4% and change the message on the menu to "pay cash and get a discount!"

It turns the whole story on its head and makes the customer feel like they're getting a deal.

He seemed to think I was complaining at first. Eventually, he understood what I was saying. Change the story to one that makes the patron the hero.

Understand the experience

What happened here is the owner thought his problem was that the credit card company was charging him more and he wanted his customers to pay that difference.

He was thinking only from his own perspective.

In reality, this wasn't a problem at all. It was an opportunity to make his customers happy by making them feel like they were getting a deal. A discount.

"Pay cash and we'll take care of you!"

"You help us, and we'll help you!"

This is a mainly a tourist business. They expect to pay tourist prices. They understand they're paying for the view. What they don't expect is for you to tell them you're passing off your charges to them. It takes them out of an otherwise wonderful dining experience.

I'll bet more than a few patrons walk out the door when they see they're being charged extra for a card purchase. Or never sit down at all. They have no idea how much business that little message at the top of their menu is costing them.

Invite them in

Stop playing defense. Go on offense.

Change the story.

Give them an opportunity to be a part of your solution.

And that is something that's invaluable to your patrons. Think of them first when you're telling your story and you can solve BOTH your problems.

Only half of the restaurants in the US survive past their fifth year in business. The best, most profitable ones survive not just because of good food and service. They survive because they think about what they're doing and the stories they're telling and the experiences they create for their patrons. From a welcoming smile to a spic and span restroom.

I don't know if they'll change the story on the menu at La Cabana in Estes Park. (They should definitely do that.)

But I do know that if they did, they'd have more, happier patrons.