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The part that trips most people up isn’t the channel. It’s knowing what to actually say in it. We blame attention spans for this. People have the focus of a goldfish, three seconds and they’re gone. But that’s not really true. You’ll sit through a two-hour movie or read a whole book if it’s good. So it was never an attention problem. It’s a “do I care about what you’re telling me” problem.
This episode is about the oldest fix there is, which is storytelling. It’s the thing you already do without thinking. When something interesting happens to you, you don’t lead with the ending. You go “you’re not gonna believe what just happened,” and the person leans in. That instinct is the same one your marketing keeps forgetting it has.
Your marketing doesn’t have to be about your product at all. Nike isn’t selling shoes, they’re selling the dream of what happens when you keep pushing. Patagonia talks about the planet more than the jackets. When a company tells you what it cares about and you care about the same thing, you don’t feel sold to. You feel found. That’s what branding actually is, by the way. Not the logo or the colours. The story underneath.
I also get into two ways I build stories, the three-act structure and a way of working backwards from the end, so you walk away with something to try this week and not just a nice idea. Because the goal underneath all of it is simple. You want people to remember you and choose you over the noise. And the only way that happens is if you make them feel something first.
Chapters
- 02:02 Storytelling Is in Our DNA
- 05:11 Marketing and Storytelling
- 07:17 Storytelling Examples in Marketing
- 11:28 It Doesn’t Have to Be About Your Product
- 13:28 What Branding Actually Is
- 16:30 The Three-Act Structure
- 20:13 Building Stories Backwards
- 23:32 Making People Feel Something