Customers make buying decisions not based on what we say but on what they hear. Here great stories always wins because we are able to capture the imagination of large or important audiences.
People only notice stuff that’s new and different. And the moment they notice something new, they start making guesses about what to expect next.
People decide about a retailer or an industrial salesperson or a book cover or a television show in a matter of seconds. It’s particularly devastating process when it comes to evaluating another human being.
Humans are able to make extremely sophisticated judgement in a fraction of a second. And once they’ve drawn that conclusion, they resist changing it.
Here’s a quick look that will walk you through important things you need to know about how to create a great story that always wins.
#Great stories always make a promise. They promise fun or money, safety or a shortcut.
The promise is bold and audacious and not just very good, it’s exceptional or it’s not worth listening to.
#A great story is true. Not true because it’s factual, but true because it’s consistent and authentic.
Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.
#Great stories are always trusted. Trust is the scarcest resource we’ve got left. No one trust anyone.
Consumers don’t trust the beautiful women ordering vodka at the corner bar. Consumers don’t trust the big spokespeople on commercials.
As a result, no marketers succeeds in telling a story unless he has earned the credibility to tell that story.
#Great stories are subtle. Surprisingly, the less a marketer spells out, the more powerful the story becomes.
Talented marketers understand that the prospect is ultimately telling himself the lie, so allowing him and the rest of the target audience to draw his own conclusions is far more effective that just announcing the punch line.
#Great stories happen fast. They engage the consumer the moment the story clicks into place. First impressions are far more powerful than we give them credit for.
Great stories don’t always need pages of color brochures or a face to face meetings. Great stories match the voice the consumers worldview was seeking, and they sync right up with their expectations.
#Great stories don’t appeal to logic, but they often appeal to our senses.
#Great stories are rarely aimed at everyone. Average people have too many different points of view about life and average people are by and large satisfied.
If you need to water down your story to appeal to everyone, it will appeal to no one.
#Great stories don’t contradict themselves. If your restaurant is in the right location but has the wrong menu, you lose. If your art gallery carries the right artists but your staff is rejects from a used car lot, you lose.
Consumers are clever and they’ll see through your deceit at once.
#Great stories agree with our world view. Here, worldview refer to the rules, values, beliefs and biases that an individual consumer brings to a situation.
The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the numbers of the audience feel smart and secure when reminded how right they were in the first place.
You should not try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money.
Instead, identify a population with a certain world view, frame your story in terms of that world view and you win.