We all know that love affairs don’t begin with facts

Ric Bixter was given a college assignment; to take something boring, that you could buy for less than a couple of dollars and repackage it to make it more interesting and valuable. So Ric set out to tell a different story about elastic bands. One that had little to do with the facts.

Your customers will sometimes need to know the facts about what you’re selling. How many sessions? What’s the fuel consumption? Does is come with a guarantee? But that’s not always where your story has to start. Take a look around you at all the marketing messages you see working. The products and services people fall in love with aren’t just about the facts or specs. They are about the story and things people care about.

Your job is to communicate more than the facts

This doesn’t mean telling a story that isn’t true. It means getting people to take a second look and giving them a reason to fall in love with what you do. We all know that love affairs don’t begin with facts. If you want to make people believe your true story, then you need to ask yourself one simple question.

How is this adding to my customer’s worldview?

Take a look at how perfectly Ric told a new story about elastic bands, with colour, typography, nuance and humour.

How could you do this in your business? What story can you tell? How can you make your idea matter to the people who need to hear from you?

And if you’re looking to add a great storyteller to your design team in London next year, give Ric a shout @fellbridge. He’s sure to be snapped up!

Images and package design by Ric Bixter.