Dec 15, 2018 11:14:37

Marketing is telling stories

by @flowen PATRON | 226 words | 🐣 | 44💌 | 3💧

lowen flowen

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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.

  • 1

    @flowen - now, if you could just weave these into a story ;-)

    Brian Ball avatar Brian Ball | Dec 15, 2018 18:43:21
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      @brianball haha, you mean create a story based on these notes? As in selling these notes to you?

      lowen flowen avatar lowen flowen | Dec 15, 2018 19:36:15
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      @flowen -- stories aren't just for selling. I just meant, could you teach us what you've learned about story by creating one of your own?

      Brian Ball avatar Brian Ball | Dec 16, 2018 18:28:01
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    @flowen Thanks for these tips. As they say, "facts tell, stories sell." Seth Godin has a new book out called This is Marketing. I need to grab a copy. Have you taken a look at it yet?

    Brandon Wilson avatar Brandon Wilson | Dec 15, 2018 17:20:14
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      @brandonwilson no problem, thanks for reading. Nope, I haven't had a chance yet, thanks for the heads ups!

      lowen flowen avatar lowen flowen | Dec 15, 2018 19:35:38
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    @flowen I totally agree with you. Storytelling is the number one key to success in Marketing. No SEO expert can beat a great storyteller.

    Berkan avatar Berkan | Dec 15, 2018 13:38:03
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      @berkan beat? as in conversion? Let's not compare, they're completely different kind of industries. But you probably mean that people focus to much on SEO and $$$... agree, story-telling is underrated!

      lowen flowen avatar lowen flowen | Dec 15, 2018 19:35:18
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      @flowen Too much focus on SEO is bad i think. Because Google also ranks you not just for the SEO but for the information inside the article and how well it's written. So if you are a good storyteller you can somehow manage it to create a nice story but good SEO (not perfect SEO :D )

      Berkan avatar Berkan | Dec 15, 2018 21:30:00
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      @berkan true, though I don't think Google has bots that can interpret stories :) But really good stories might get you more backlinks and social media activitiy

      lowen flowen avatar lowen flowen | Dec 16, 2018 10:20:07
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