Everything Is Story
The law of convince and convert.
I started watching this series on Netflix — The Startup. It is a story that describes this cryptocurrency startup — GenCoin. Seven years after several nights of writing code (by the way, I still can’t understand how some incoherent set of letters get to create powerful solutions, but it is what it is), Isabelle started making rounds with fat pockets across Miami. But, every time she tries to sell her solution, (which no doubt works and is the future of currency), all she got was some hard look across the table. That was the only look she got until a few months after meeting with this Chinese guy — Alex (Aaron Yoo). He wasn’t interested in her code because he knew it was powerful. All he was interested in was WHY?
Why GenCoin?
Why (insert your business/name)?
I’m not about to retell the series — it’s on Netflix. I’m just here to tell you that everything is story. Stories are the oldest means of communication; it’s the way history was passed in our generation.
When a good story is told, you can almost see each character and feel every ounce of emotion. Stories are a way to draw out emotions, create scenes in our minds, and transfer our thoughts to the other party.
Sometimes, what matters to people is not how good your product is; there are many incredible products in the market. What matters is the story around your product. When you find this edge, you will find people with similar values and interests associate themselves with your product until they become loyal.
People have different experiences, values, emotions, and interests that come together to create their stories. It is the same with products/solutions. No matter how large the market is, there is always a differentiating factor that you can tap on to magnify what you can do for your customers.
Your product deserves a story. It is the law of convince-and-convert — this is the principle of selling.
What will a good story do for your product?
1. A good product/brand story will build trust
Believe it or not, people don’t have time. There are too many things seeking their attention. This is why every second they have with you mustn’t be like the usual. Every time you say something about your product, lace it with emotion. Let every message from and about your product reinforce the fact that you are different.
2. It builds stronger relationships
People follow people they trust. People that are either like them understand them or people they want to be like. Know this and know peace.
When you define your brand by a core set of beliefs that shows what drives your passion for selling what you are selling, you will find your people, and they will be loyal to you.
3. Good stories inspire people
Since I stumbled on Salem King on Instagram, I have always identified him with someone who wants to teach everyone to create and make money. Recently, he started a story around helping people make money with what they do by helping them talk about what they do. That’s a good story! And that story is all over his message.
You know what his stories do to me all the time I watch or read them? they inspire me to create and make money.
How to make a good story
I’m just going to make this easy for you. Focus on these three things:
- Focus on the problem you want to solve
- Find a personality
- Keep it simple
1. Focus on the problem you want to solve
Let me round back to that question from Alex — Why (insert business/product name)?
It’s easy to say “to make money.” All of us want to make money one way or another, but don’t you think that answer is a bit short-sighted?
You must be able to identify why you are doing what you do. Why does your business/product exist?
“to help social media managers and businesses create authentic content that makes money for them.”
“to craft shoes that exist to improve lives.”
“to help working moms find their passion, build confidence and make money.”
2. Find a personality
If you know why you must know who. Don’t make your story sound robotic — rigid and generic. Allow your story to have emotions in it. Let people’s stories inspire it. Let it be one that people can connect with, create something with and participate in it.
3. Keep it simple
A complex story is no story. Keep it as simple and easy as possible. You don’t want your audience to spend hours trying to decipher what you mean.
Look for the problem, create the solution and show success.
Make a good product but remember that people buy the emotion behind the product and not the actual product. You must discover why you want to tell the story, how you want to say it and what you want your audience to feel when they hear this story…and of course, what you want them to do after hearing.
Will you be interested if I show you 10 ways you can tell stories with your products? Let me know in the comment section. Meanwhile, please share this with your circle.
