Trusting others with your story​


If you've read all my posts here (I only wrote three so far, don't be lazy), you may think that I am aiming at convincing you that storytelling is such a fine art that only a few can do it right. 


The opposite is true.


The truth is, we are all storytellers, to some extent. Whether we do it in our professional connections or our personal ones, every conversation we have has a part in it that is about storytelling: When we approach a man or a woman in a party, when we try to convince our boss about a new idea we have, when we tell the horrifying story of why we were late to work this morning.. All of these are stories. 


A recent book I read ("Contagious" by Jonah Berger, a must) states that only 7% of ALL the conversations we have happen online. The rest is face to face or phone to phone. That's crazy! It means that most of the decisions we make, and most of the stories we hear/tell, happen with minimum connection to all the social networks out there. It also means that a lot of the decisions we make are based on conversations- the ones you have with your surroundings, and the ones your clients have with theirs. 


So how can you make sure your product takes part in these conversations? 


The most important thing is to create a story that will be easy to tell. It should be easy to share- people will always choose the easiest way to get what they want/need. If your story is too complicated, they will ignore it. Even if they will think it's easy, their audience won't (I was working for a financial company- you can imagine the facial expressions I got at parties after saying that.. People were looking for a quick way out of the conversation!).

If you're not sure about your story, ask an elderly to tell it to you- your parents, for example. They don't have to be amazing, they need to be able to cover the grain element with ease, at least. 


Once you've covered that, make sure your story is worth repeating. Would I feel good after sharing it? would it make me feel smart? Interesting? Would it help me build the lasting reputation of the brand that is me?

The most common mistake storytellers make is forgetting that on the second hand market, people don't owe them shit. If the questions above will not have positive answers, they will not share your story, period. If your story only covers the marketing aspects and not the human interest aspects- you're basically fucked.


But you should know better by now, right?