These notes are a combination of Scott Adams, Seth Godin and 1 or 2 online articles.
* Story-telling is everything
* Everyone is the hero of their story
* Use persona's and archetypes (hero, villain, etc.) that everyone knows
* Every customer makes decisions that align with the story they are telling themselves
Customers don't buy from us, but for themselves
* Story telling should be about the reader.
* People watch Disney movies about Mickey mouse, NOT about Disney.
* Talk about the customer or about a character they can be emphatic with
* This means you need to understand your customer and that each story is different for different clients
* Create a villain: Tax-season, lower back-pain, stubborn fat, technical support
Now give the character a weapon
e.g. so the character struggles with their back-pain and then discovers your product / service that can resolve their problem
Happily ever after
The character defeats the villain and is the hero. They resolved the back-pain with your product, your knowledge, your service.
Tell stories in the frame of the customer.
They reconfirm this, makes them feel smarter and re-enforces their worldview.
Great stories match the voice of the consumer's world-view. They are seeking validation and what synchronises with their expectations.
That means they want to hear that they are right. Even if it doesn't match up with the facts.
Facts are NOT powerful.
Consistency and authenticity is.