I am challenging myself to re-evaluate my communication style. More specifically, Ben Arment’s passion to return to telling a story has impacted me a lot.
Tony Morgan gave me a book by Seth Godin called All Marketers Are Liars. In the first portion of the book, he lays out what a story should include and I want to share it with you.
- Great stories are true. Make sure the story is consistent and authentic.
- Great stories make a promise. Make sure the story’s promise is bold and audacious.
- Great stories are trusted. Make sure you are earning the credibility to tell your story.
- Great stories are subtle. Make sure you don’t spell out everything because can less can be more.
- Great stories happen fast. Make sure you focus on the first impression of your story.
- Great stories don’t appeal to logic, but they often appeal to our senses. Make sure you are aware of people’s senses and target them.
- Great stories are rarely aimed at everyone. Make sure you don’t water down a story to hit everyone.
- Great stories don’t contradict themselves. Make sure deceit is not present by ensuring everything in the story connects.
- Great stories agree with our worldview. Make sure you realize stories are rarely new, but they do remind people of what they know and in so doing you make them feel smart.
Either we will tell stories that spread or we will become irrelevant.
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