Here’s what happens when we keep getting the message that, “Everyone should do X.” The Internet moves so fast, we all get the message at once.
At one point we were advised to set up sales pages with a bright red arrow going down the left side. Sure enough, arrows sprouted everywhere. They soon stopped creating “aha” moments and joined the category of me-too marketing.
Another time some gurus were encouraging everyone to create CDs and mail them to their subscribers. That advice got passed along just as our audiences were phasing out of CDs and moving to MP3 files.
Today everyone’s being urged to tell stories. So we’re seeing stories emerge … everywhere.
That’s mostly a good thing. I’m all about stories myself.
But we don’t need to hear, for the fortieth time, “We’re wired for story.. stories engage us … our brains light up in MRI scans when we hear stories …”
And we don’t have to buy into the idea that, “Any story is better than no story.”
In fact, some stories are better off not being told … at least, not as marketing stories.
Have you run across any stories lately that make you want to use the trendy term “cringe-worthy?”
… Or stories that are just fine — but not in this context?
… Or even stories that make you think someone needs to create a “Do Not Tell” list?
For what I’m calling story-centered marketing, the answer isn’t to criticize these stories. No need to be negative!
But step back and ask, “What was the business owner trying to do? Can we be more productive by sharing a different story? Or changing the way we tell this story? Or perhaps not using a story at all?”
That’s what my recent training focuses on: 4 types of stories that would be better off not being told. You’ve probably heard those stories on webinars. You’ve read them in emails and sales letters.
And we’ve all told at least one of these stories ourselves, because they’re so tempting and because we’ve been told, “Tell a story.”
In this training, we briefly walk through those stories and suggest better ways to accomplish your mission — with or without storytelling.
If you’d like to learn more, click here to get more info and sign up.
Cathy Goodwin, Ph.D., helps independent professionals, solo-preneurs and small business owners who want to turn the question, “What’s your story?” into, “How can I become your client?” Using story-centered marketing, Cathy helps you develop your narrative and create content experiences that will motivate and engage your target audience; use the power of storytelling to develop and implement your marketing strategies; and develop a customized plan to strengthen your message so your ideal prospects will listen and connect with you. Her website is http://cathygoodwin.com and her latest Amazon kindle book is Grow Your Business One Story At A Time.