How do you keep your audience interested in what you have to say?
đ Share the same message with different stories.
For example:
Drift does this amazingly well. They literally wrote the book on Conversational Marketing.
Now Gong is following their lead with clever ads about Revenue Intelligence. The message: Give your sales team the gift of reality.
My all-time favorite is Geico. Theyâve told literally hundreds of stories around their simple, stupidly-memorable slogan.
See what I mean?
Same message. Different stories.
This might be the hardest thing in all of storytelling.
Here are 5 ways to find different stories to illustrate your message:
1. You first need a clear message.
This is obvious but really, really hard. What exactly are you trying to say?
2. Find the origin.
What life experiences led you to develop your message? What's your "origin story?"
In college, my best friend's dad gave me the book, "Success Through a Positive Mental Attitude."
It was the first time I realized I could change myself through reading.
3. Find examples
Tim Ferriss is the kingpin of the Read to Lead movement. I use him as an example as often as I can. One of my favorite Tim concepts to share is, âWriting promotes clear thinking.â
Examples work because they are proof-points for your message. You can say, âSee, itâs not just me who believes this!â
Another example is VC Arlan Hamilton. In her book, Itâs About Damn Time, Arlan shares her journey of reading and learning to build her first fund.
Tony Robbins may be the most prolific in my space. He read 700 books in 7 years before starting his personal development enterprise.
Which celebrities or influencers exemplify your message? Use them as examples to build your audience.
4. How does your message impact your audience?
Donât just seek out celebrity examples of your message. Look for them in your audience, too.
A few weeks ago, I asked on Twitter what everyoneâs most influential book was. I got several thoughtful, heartfelt responses. It reminded me how impactful books can be on someone.
Share examples of your message in action in the lives of your audience.
5. What will your message look like in the future?
As the world evolves, how will your message stay relevant?
Start telling stories of the future - with your message at the center.
Remember, "The best way to predict the future is to create it."
Managing your stories.
Itâs certainly harder to keep track of multiple stories instead of just one. But itâs vital to keep your message fresh and interesting.
To start, keep a running list of ideas. Add to it when inspiration strikes.
Next, share your stories early and often. Then listen for signals from the market. Which stories pique the most interest? Use these signals as guides for creating new stories.
You don't know what stories will make your message stick. You have to test it. Keep sharing and listening for feedback.