The simple story test
The more you can answer "yes" to these questions, the closer you are to storytelling success.
TANGIBLE: Stories present information that makes concepts visible and human scale. They make people feel that they can "touch" and "see" an idea. Does your communication provide a who, what, where, and when?
RELATABLE: Stories matter to us because their characters carry values that we want to see either rewarded or punished. Do you find that you can identify with- or are in emotional opposition to – the character in your communication because you understand what motivates them?
IMMERSIVE: Stories allow people to feel that they have experienced things thot they have only seen or heard. Can you learn something of clear value for your own life from the characters' experiences?
MEMORABLE: Stories use rich scenes and metaphors that help us to remember their messages without conscious effort. Does your communication leave you with a lasting image—transmitted either in pictures or in text—that can be easily recalled and reminds you of the core message?
EMOTIONAL: Stories elevate emotional engagement to the level of, and often beyond, intellectual understanding. Does your communication make you feel something rather than just think something?
Ego is the enemy of successful marketing. Objectivity is what’s needed. When people become successful, they tend to become less ...
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No. 2 to turn the tables [...] If [the company] wants to establish a firm foothold on the second rung of the ladder, [it] should study the firm above. Where is it strong? And how does [the company] turn that strength into a weakness?
[The challenger] must discover the essence of the leader and then present the prospect with the opposite. (In other words, it shouldn’t try to be better, but try instead to be different.)
[...] The long-term effects are often the exact opposite of the short-term effects. Does a sale increase a company’s business or decrease it? Obviously, in the short term, a sale (discount) increases business. But there’s more and more evidence to show that Sales decrease business in the long term by educating customers not to buy at “regular” prices.
Aside from the fact that you can buy something for less, what does a sale say to a prospect? It says that [the company's] regular prices are too high. After the sale is over, customers tend to avoid a store with a “on sale” reputation.
(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.