Embrace Your Story: Why Your Story Matters, And How To Use It Effectively
Does your story matter? Learn why the “Big Fish” should not be the focus, it’s all the little fish that really matter.
How do the stories you tell captivate your clients?
While attending a party, you cannot help but notice a rather large crowd is gathering over in the far corners of the rather large room. Your interest is peaked, you grab another drink from the waiter's tray and decide to venture over to see what the big deal is. You arrive to find the host of the party waving his arms around and is exceptionally animated. You find him telling a story of a massive fish that he caught, while on an expedition in the Amazon. He continues to point to the wall behind him, and there it is..the Big Fish. His dramatic tone and loud antics begin to attract more, and we find ourselves drawn into his incredible story of adventure and wonder. At the end of his story, we are left with amazement and envy as we return to the party in the banquet room of his 8,500 square foot house.
People are interested in stories, and usually, those with the best, and most interesting get all the attention. However, before there was a big fish, there were many little ones. I doubt he had those on the wall.
What he did not tell his captive audience is that he has been struggling for the last 30 years building his company, that he used to take his vacation at a camping site due north which contained many less than exotic fish from which to choose. Moreover, it is those very details that we should be a cause of interest. Not what he has now, but what he had before.
This notion is important because we can get so caught up in the stories of others, that if we do not focus on the right part of the story, we will forget to give due attention to our own story. We cannot neglect the adversity that comes into our lives. Adversity is the foundation of a compelling story. In movies, we find ourselves drawn to characters that have a substantial obstacle, and we are entertained by how they solve it. However, that is no different from real life. Adversity is what builds character.
With that in mind, how does this help you sell your product?
By embracing the story. What were we most interested in, the fact that he caught a fish, or how he caught it? It was the struggle of getting the fish that made it a story. Even if the facts were overdramatized, he knew that the flair and obstacle would be what would sell his story. Much like the movie business knows that conflict sells movies.
Why do companies love celebrating company anniversaries? It gives them an opportunity to share with the world a message of endurance. It says "See, we are still here" Progression is just one of the dominant marketing tools used in advertising. Apple and Ford do this to show how over the years all the progress they have made. However, then again, they already have the big fish on the wall, and you are still catching small fish. It was not always that way though.
If you are a sales representative, make sure you know why these products exist. The mission, the story, the conflict. If you are trying to sell your creation, then share your struggles and share what you wish to see in the future. That is why we have a mission statement, so we can communicate to the customers what we are trying to achieve, our dream.
You may not have the big fish now, but Your Story Does Matter. Carefully construct it into your mission, and let it merge into the very words you use to share with the world. Like our party host from the beginning; be expressive, be loud, be animated, wave your arms around with excitement. Make Noise. Share your story. Let people embrace it. My feeling is that this is not the first time he has told this story, so practice yours.
Let the stories of others help you better construct your very own. Use the adversity of the past to mold the success of your future. Look beyond the Big Fish that others have, and look at how they got the fish. Learn from the failure of others. Remember, the more you fail, the more interesting your story is.
So fail, and succeed. Time to go fishing.
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