Grant Leboff explains that to get a message across, people respond better to stories rather than dull facts.
What’s the story?
During the Brexit campaign in the UK, you'd turn on the radio or the television and you'd listen to the great British public saying, "It's all contradiction. Just give us the facts."
But imagine, 7.00 'til 10:00, one evening on your television set: ‘Brexit: The Facts.’
Would you watch it?
What makes politics interesting for most of us is not the intricacies of policies but it's the soap opera, it's the story, it's the characters involved, their back stories and what's going on between personalities.
Media works through narrative and that's why politics is told through stories. But that's the same for your business. Whether it's your website or your social media channels, they are simply media and therefore you need to ask yourself: What's your story?
For example, I worked with a glue manufacturer who was producing a new product. The MD said to me, "It's just a glue product. What's the story?" So I asked him, "Who are we working with?
Why did we invent the product?
What challenges is it there to meet?
Who are the personalities involved?"
When you start to ask yourself these sort of questions, you can create a narrative which your customers will find interesting and compelling.
At first glance, whatever your product or service, it can often seem that there is no narrative there, but there is always a story.
Your job is to find it.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English