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.
(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.
(…) a phenomenon we call the endowed progress effect, whereby people provided with artificial advancement toward a goal exhibit greater persistence toward reaching the goal.
By converting a task requiring 8 steps into a task requiring 10 steps but with two steps already complete, the task is reframed as one that has been undertaken and incomplete rather than not yet begun. This increases the likelihood of task completion and decreases completion time.
Source : The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006, Journal of Consumer research