You’ll consume hundreds of pieces of micro-content today, and you’ll forget about 98% of it by tomorrow. What’ll stick?
The compelling stories, the conversations, interactions, text, photos, and videos that fit into a storyline that resonates with your life in some way.
As an organization or business, your marketing is going to waste if you can’t clearly articulate your purpose in a compelling story within about 60 seconds.
Because if you can’t piece together all you’re doing into a meaningful story, then your super distractible target audience doesn’t have a chance. And your sincere efforts will all end up in the mental recycling bin along with the other 98% of discardable content.
How do you figure out your story? Here are some questions to get you started:
- What need did you identify that prompted you to start your company/organization?
- How does your work make people better off?
- What do you feel passionately about that most of your competitors overlook?
- What makes you uniquely you?
- How has your work shifted over time? How has your understanding of “the problem” evolved?
BTW, being able to tell a compelling story about yourself as a person is hugely advantageous for your professional life as well. What made you pick the path you’re on? Was there a crisis or turning point that made you change course? How are you different than you were 5 years ago? Etc.
I’m not saying you need to have a Disney-like story about beating the odds and silencing the haters. Just an honest story that’s human and relatable.
Facts are forgettable. Stories stick.