How Great Stories Succeed

If you are going to be a success in this industry, you need to be able to tell stories. A good story can bring you success because it will capture the imagination and hearts of your audience.

A great story is true. Consumers are too good at sniffing out the BS.  Always tell true stories.

Great stories make promises. They promise, safety, fun, or a short cut. The promise needs to be bold. It’s either exceptional or not worth listening to.

Great stories are trusted. Trust is the scarcest resource we have left. No one trusts anyone. People don’t trust the beautiful women ordering vodka or a beer in the corner. People don’t trust the company spokesman or the pharmaceutical company selling you something that can kill you. As a result you will not succeed in telling a story unless you are credible.

Great stories are subtle.

Great stories are fast. First impressions are far more powerful that we give them credit for.

Great stories don’t appeal to logic, they appeal to our senses and our hearts.

Most of all great stories agree with our worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members feel smart and secure.

Think about how you can use a great story to communicate with your customers this week. Connect insurance terms and needs to a “great story” and watch your success follow.

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