Go behind the scenes

Give people a backstage pass and show them how your business works. Imagine

that someone wanted to make a reality show about your business. What would

they share? Now stop waiting for someone else and do it yourself.

Think no one will care? Think again. Even seemingly boring jobs can be

fascinating when presented right. What could be more boring than commercial

fishing and trucking? Yet the Discovery Channel and History Channel have

turned these professions into highly rated shows: Deadliest Catch and Ice Road

Truckers.

It doesn't need to be a dangerous job, either. People love finding out the little

secrets of all kinds of businesses, even one that makes those tiny marshmallows

in breakfast cereals. That's why the Food Network's Unwrapped--which explores

the secrets behind lunch-box treats, soda pop, movie candy, and more--is such a

popular program.

People are curious about how things are made. It's why they like factory tours

or behind-the-scenes footage on DVDs. They want to see how the sets are built,

how the animation is done, how the director cast the film, etc. They want to

know how and why other people make decisions.

Letting people behind the curtain changes your relationship with them. They'll

feel a bond with you and see you as human beings instead of a faceless company.

They'll see the sweat and effort that goes into what you sell. They'll develop a

deeper level of understanding and appreciation for what you do.