Right now, the story matters more than ever.
We live in the age of finding information whenever we please. The age of curiosity. “Google it!” we’ve all said. We have higher expectations than ever of finding those answers, quicker, quicker than ever. When we find this information, it usually comes with a story. Because of this, the story matters more than ever.
The athletes we cheer for, the music we listen to, the businesses we support and the products we buy. All of their stories matter. A story can ingrain irrationality in the consumer – for better and worse. When I saw what Kanye West did to Taylor Swift, in my mind, my pre-conceived notion of him being an doofus was brought to life. An extremely talented individual will not win my purchase – not because his music sucks (which you may think, and that’s fine) but just out of not wanting to support a jerk.
On an opposite note – Drew Brees (sans current controversy). When I saw the youtube video of Drew Brees drinking beer, taking shots, and enjoying himself with every day New Orleans residents after their Super Bowl victory… “wow, what a cool and down to earth guy” I thought to myself. This guy is worth cheering for. Later on, I found out he lived downtown New Orleans – not in a gated community he could more than afford. What a story – he won my ovation. Not to mention, he was not recruited by the big schools in his home state and he had to go all the way to Purdue, to have a shot at playing college football. Who doesn’t like the underdog?
Be someone, a business, an organization that people cheer for. Include the human element.
Some people may not agree with this approach, and that’s fine. When you try to speak to everyone, you touch no one. Focus on your niche, your target market, and forget what everyone else says, because these people do not matter.
When you’ve done things, things that create a story worth telling, you have a chance. People will always go to the Wal-Marts of the world, accept it. But not everyone. Some people care. Some people will be inspired by your story, and become a patron. This company, GGS, has won bids from firms ten times our size that have been in business ten times longer than us because of this. Remember, we don’t need everyone to like us, just a small, very small, percentage. Stop trying to appeal to everyone.
What’s your story? Now go tell it.
Cheers!
A.J.
P.S. If you’d like us to help you optimize your web presence, or do general technology consulting work, get in touch. We’d love to help.
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