The human brain is programmed for love stories. That’s why using them can add power to your marketing communications efforts. To learn more about why that’s the case, let me share a story with you…
He was a successful engineer with a nagging problem. He would chase him during his commute to work, in the shower, and when his golden retriever would wake him up at 3:00 am for a quick trip outside. He was never far from his thoughts.
It was a process that he knew could be improved. He had a hunch as to what he was involved with, but he just couldn’t pin it down. She ate it up until that Saturday afternoon. As he mowed the grass, the solution passed through his brain. In what seemed like a trance, he left the mower in the middle of the yard and ran inside, where he began to sketch out the idea.
What was it? I have no idea. The solution is completely fictional. The engineer, his lawn, his problem, and his lawnmower do not exist.
But you were captivated, weren’t you? The opening sentences drew him in and the description of the process piqued his curiosity. Each line drew your attention to the next step, and you couldn’t wait for the twist that would be revealed in the resolution. At this point, I suspect you’re more than a little upset with me for not following through on that resolution.
Sorry about that, but I wanted to illustrate something in a compelling way. That something is the power and value of presenting information in story form. Too often, companies and organizations that want to share something with potential customers and other interested parties think that the best way to do it is to present the facts directly. “Our customers are busy,” they insist. “We can’t afford to waste their time!”
Oh, but you’re wrong. You see, the human brain loves stories. We are programmed to respond to them, thanks to centuries of evolution. Long before anyone came up with the idea of written language, our ancestors shared what they knew by telling stories. Keep in mind that the printing press has been a part of our culture for less than six centuries, and widespread literacy for only about half that time.
When we were kids, a good story was one of the few things that could keep us focused for a long period of time. As adults, stories still hold our attention. We may call them by names like “gossip” and “conversation,” but as soon as someone starts recounting what happened last weekend when they went to paint the living room or played a 14th hole, we’re hooked.
Stories are always more compelling than hard facts. Sure, you could list the reasons why your product is better or why your service is superior. Your audience may even memorize a point or two. But when you convey that information in story form, you connect with them on a whole other level and dramatically increase the likelihood that they’ll remember what’s really important. When you share a story, you are entertaining your audience while informing them.
There are two forms of stories that are particularly effective in sales and marketing situations. The first is the case study, in which you share a real-life example of how someone used your company’s product or service to solve a problem or improve a process. Case studies are effective for two reasons. First, they make it easier for the reader to understand what makes your offer better and apply the benefits to their own situation and challenges. Second, when a well-known or respected company appears in your case study, you benefit from their implicit endorsement. (If Amalgamated Industries is confident in their product, my company can buy it with confidence.)
The second way is what I did in this article: create a story around a fictional example that represents the typical customer or user of what you offer. There’s nothing unethical about doing that, as long as you acknowledge the fact that it’s a fictional representation (or as long as you don’t believe misleading quotes from imaginary customers). Even if the reader understands that your client is fictional, he will still be able to relate to the story and the message that he is conveying.
The next time you’re trying to share a message with a potential customer or other interested party, don’t think in terms of making it sound like an advertisement or sales pitch. Tell them a story and you will grab their attention and win them over in silence as they enjoy what you share. The fact that you have read this far proves that it works for you.
