Great stories succeed and spread because they are able to capture the imagination of your audience.**
^ A great story is true.
Not necessarily because it’s factual, but because it’s consistent and authentic. People are too good at sniffing out inconsistencies for you to get away with a story that’s just slapped on.
^ Great stories make a promise.
The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.
^ Great stories are trusted and you must have earned credibility to tell it.
No one trusts anyone. People don’t trust the spokespeople on commercials. And they certainly don’t trust the companies that make pharmaceuticals.
^ Great stories are subtle.
Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Allowing people to draw their own conclusions is far more effective than announcing the punch line.
^ Great stories happen fast.
First impressions are far more powerful than we think.
^ Great stories don’t always need eight-page color brochures…
Or a face-to-face meeting. Either people are ready to listen or they aren’t.
^ Great stories don’t appeal to logic….
But they often appeal to our senses. People decide if they like someone after just a sniff.
^ Great stories are rarely aimed at everyone.
The most effective stories match the world view of a tiny audience (your best clients)—and then that tiny audience spreads the story to people like them.
^ Great stories don’t contradict themselves.
People are clever and they’ll see through your deceit at once.
^ Most of all, great stories agree with the worldview of your audience…
The people who are open to listening to you.
The best stories agree with what your audience already believes. It makes the members of the audience feel smart.
(**edited from Seth Godin: World-renowned author, Hall of Fame Marketer)
Client Centric Marketing Creating Great Stories that clients repeat