Storyselling Over Fact-Selling

In the world of business, we often hear that facts tell, but stories sell. This isn't just a catchy phrase; it's a fundamental truth rooted in human psychology. When we're scrolling through social media, we're not looking for a list of features or technical specifications. We're looking for something that grabs our attention and resonates with our emotions. That's the core of what we discussed in this episode.

Social media's algorithms are built to prey on our innate need to identify and belong. As social creatures, we are wired for community, and these platforms leverage that by showing us content that speaks directly to us. Think about it: a video starts with a question like, "Have you ever walked home and just been tired because you don't know if you're tired or if you're hungry?" If you've felt that way, you're hooked. If not, you scroll right by. The story isn't for everyone, it's designed to disqualify those who aren't interested and keep the ones who are.

This power of narrative activates three things in a person: their emotions, their attention, and their memory. I recently had to pitch a business to an art lover. Instead of focusing on the platform's features, I painted a story about how the company was positioning artists to sell their work and allowing art lovers to easily find them. I told him he had the opportunity to have a direct impact on the economy and be part of something great. He responded, "Yeah, I know what you mean". I was able to connect with him on a personal level by telling a story, which is far more effective than just listing what the company does.

A powerful example of this is Nike. We all agree that Nike isn't just selling shoes; they are selling aspiration. They tell stories about athletes overcoming odds and becoming the best version of themselves. The "Just Do It" slogan isn't about the physical shoe; it's a call to action to be like your idol. We remember being kids and wanting those Jordans because we wanted to be like Mike. We were buying into the story and the emotion, not just a pair of sneakers. This is what we mean when we say a good product has to be delivered, but the story is what sells it.

For a story to be effective, you need to understand your target audience, an ideal customer avatar. You need to know what they do, their pain points, and what they care about. This allows you to tailor your narrative directly to them. Remember, your story has to be perceived the way you want it to be perceived.

It's also important to avoid over-explaining. Over-explanation can feel like desperation. You don’t need to talk someone to death to make them see the value in what you do. If they don't see it, they may need time to digest it, or maybe it's not for them. You have to be confident in your story.

The fundamentals of business are simple: identify a problem, validate the problem, and then solve the problem. No matter how great your storytelling is, if you haven’t validated that there's a real problem to be solved, your business won't survive. We can't tell you how many people have a brilliant idea in their head, build a website, and start making content before ever asking their audience if this is something they even want or need.

This is why we recommend using a focus group or surveys to validate your idea before you go all in. Get feedback, adjust your pitch, and build your confidence. Once you’ve done that, you can use a simple framework to build your narrative: HERO.

• Hero: Your customer or the main character you are targeting.

• Enemy: The problem or obstacle they are trying to overcome.

• Resolution: How you are going to solve their problem.

• Outcome: The final result of your solution.

This framework gives you a clear path to follow when crafting your story, ensuring you hit all the key emotional and psychological points. It's not enough to just dream; you have to put in the work to validate your ideas and execute on them. The journey is about intentional action and not just hoping for a miracle.

Don't just throw darts out there. Make sure the effort you're putting in gets you closer to your end goal. Take the time to understand your audience, validate your ideas, and use storytelling to build a connection that goes beyond the grind

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