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How Good Is Your Story?

filed in Brand Story, Story Skills


There’s a reason why this post about how to write a compelling about page is the most visited page on my website and has been since I wrote it almost eight years ago. It’s an ironic and universal truth, that the story we know best is the story we have the least confidence telling—at least when we sit down to write.

We fear saying the thing that nobody cares to listen to. But our fear of saying things that people hear and reject is even greater. So we play it safe and end up looking and sounding like everyone else. It’s not that we can’t tell better stories. It’s that we resist doing it for fear of not being good enough, or worse, right enough.

What’s the difference between a good story and a great story?

A good story tells.
A great story engages.

A good story informs.
A great story moves people.

A good story chronicles events.
A great story invests people in the outcome.

A good story changes how we think.
A great story changes how we feel and what we do.

You already have a good story to tell. It’s how you tell it that makes it great.

Image by x1klima

Without You

filed in Brand Story, Story Skills


If I were to ask you to explain your company’s ‘value proposition’ you’d probably hesitate. But if I asked you what your customer would miss if your work didn’t exist, you’d likely have some thoughtful answers about why she needs what you make, serve or sell. Sometimes the language and frames we use stop us expressing ourselves clearly.

One way to begin describing the value you create is to talk about what can’t happen without you.

Without us fewer people can/are/feel/have/do/become [———————].

We tell better stories when we understand how customers’ lives change in the presence of our product.

Image by Garry Knight

The Two Rules Of Good Marketing

filed in Brand Story, Marketing, Story Skills


The best marketing does two things:

1. It empowers people to make decisions now that they won’t regret later.
2. It helps people to do the things they want to do.

If you’re helping the people you serve to do both of these things, you can proudly say you’re a good marketer.

Image by Eric Shoniya

Pitch Perfect

filed in Brand Strategy, Marketing, Story Skills


The two falafel makers at the weekend market sell an almost identical product but achieve very different levels of success. The marketing tactics they use are similar. Make eye contact with potential customers, offer them a small sample to try and use the time they’re chewing to launch into your sales pitch.

The first maker tells passers-by his falafel are the best in the world. ‘I should know, I make them,’ he proclaims.

The second tells potential customers that her falafel are vegan, dairy and gluten free. ‘They are delicious hot or cold. Wrap them in pitta bread with some salad and hummus, and you’ve got an easy, tasty and healthy lunch,’ she says, as customers line up to hand her their ten dollar notes.

We spend days, months and sometimes years perfecting our product recipe. We should honour that devotion to creating something that matters by perfecting our sales script too. If you want to make something matter, you must be able to tell the people you want to serve why it should matter to them.

Image by Stijn Nieuwendijk

Why Do Customers Choose You?

filed in Brand Story, Brand Strategy, Marketing, News, Story Skills


What are the top three reasons customers choose you? What story are you giving those customers to tell—not just to recommend you, but to trust and value, prefer and remain loyal to you or your company?

You can make assumptions and best guesses about what’s motivating the people you serve, or you can ask for reasons they will happily share. The stories your customers tell themselves are part of the story you need to tell.

Image by Garry Knight

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