STORIES PART 1: Why They’re Effective
Stories make you memorable, they encourage a deeper connection between you and your prospect because they can relate to what you’re saying and it makes what you’re trying to get across easier to understand. So, they’re important and you should take a leaf out of my book and start telling them. I didn’t before and my content wasn’t read.
notes about 2 types of story
Good v Evil.
How to overcome evil? It’s about the underdog and how they beat the monster. It’s about how you overcame the monster. Your monster could be a) you escaped corporate life for a life as a freelance B2B Professional Service Provider b) maybe you’ve had some sort of environmental impact in the world. My wife is Global Head of Sustainable Food Systems – encouraging food waste reduction. Great story behind that. c) An Example: Under Armour. Campaign “I will what I want”. Struggles of black female ballerina. 2 monsters. 1. Not enough diversity in ballet. 2 sports companies fail to identify ballet as a sport. Under Armour overcame with products.
Others: Facebook algorithm is the monster because it keeps changing and making you have to change your tactics. Every online marketer is facing this. “We help you to overcome the algorithm”. Then you can tell story about how they feel when they actually get some sort of response and feedback after posting. Same with LinkedIn.
Why it works. People like to see good overcoming evil. It’s why spiderman, batman etc. are blockbusters. Also, if you just pitch what’s great about you; people won’t connect with you. First they’ll think you’re a big head. Second, pobody’s nerfect. So you’ll be coming across as unbelievable.
2nd type of story: The Quest
Making an heroic journey. Examples include Lord of the Rings, The Alchemist. Every entrepreneur is on some sort of quest. To be financially free, to disrupt something, to be the hero for client. Women have a quest for diversity or bringing substance to environment story. Tom’s Shoes – started as he witnessed kids growing up without shoes. For every pair sold, give one to a kid. Helps founder with his public speaking and personal brand as well as the company.
You don’t want to target everyone. You want to draw in your most loyal customers and turn off the wrong people. Focusing is the key. The customers who are nightmares, causing you angst (another story) won’t relate to your story if you tell it in the right way.
If you’d like to know more about stories, stay tuned as there are two further blogs to be published soon in this series.
The second will give you a structure for telling a story. The third will show you how you can use the structure effectively.