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Today's Greatest Marketing Secret: Telling Stories in Eight Words or Less

Published on March 3, 2011   
Tags: Content, Creativity, Marketing Smarter, Marketing Tips, Sales, Taglines

In this article, you'll learn...

  • Why telling miniature stories is an effective marketing tool
  • How people best absorb and remember information and messaging

I'm about to tell you a new story about stories—one you need to know because of all the other new things, social and digital, going on in the world. But before I do, let's make sure we're in sync on what has made "story" the stuff of life since the beginning of time.

If you're a marketer, a blogger, a politician, an entrepreneur, a teacher, a parent, a corporate executive, a lawyer, or a human being in today's hyper-messaged world, you don't want to miss this.

Ronald Reagan, the late actor-turned-president who was known by Republicans and Democrats alike as "The Great Communicator," didn't start speeches on "the multi-lateral imperative of deficit reduction" with facts and figures. Instead, he'd tell you a story about a little girl in a yellow dress. Within a minute or two, when even the most cynical listeners were unconsciously disarmed and pulled in by the parable, Reagan would move over to the hard business of the day's talk.

He knew what a great sales trainer once told me: Spend two hours telling a prospect every fact about your product—and he'll forget 95% in 10 minutes. But tell him a story, and, 20 years later, he'll repeat it to you word for word.

How Come?


Linguists and anthropologists generally agree that storytelling has been the most effective way to penetrate mental defenses and stick a message in the human mind. Something in our hardwiring actually hypnotizes us when we hear the words: "Let me tell you a story…."

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Bill Schley is author of The Micro-Script Rules: It's not what people hear. It's what they repeat... and president of the branding firm, David ID. Find him at www.billschley.com.
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Comments

  • by Jay Olson Thu Mar 3, 2011 via web

    BIll, this is a terrific! Too often we try to over complicate. Keeping it simple and short through the use of storytelling is a powerful tool! Reading your post should be a fundamental requirement for anyone attempting to formulate an effective value proposition.

  • by Anthony DiMaio Thu Mar 3, 2011 via web

    Great thinking... forward moving ideas.... thanks Bill.

  • by Tom Sullivan Thu Mar 3, 2011 via web

    Thanks a lot for the article.

    Totally agree about the power of story, and hard to argue with advising to go micro for reasons of diminished attention and memory.

    I wish there were a little more to flesh out the idea. It feels a little disingenuous (and more like a book teaser) to say that anyone can do this with "a few simple rules" and then give no indication of these simple rules, even though there are 4 more paragraphs.

    And what's up with "The Oreck 8 lb. Hotel Vac." in the list. Is this a "which thing is not like the other" test? Can't say I've ever heard anyone share that nugget of wisdom...or is it a catchy tagline?

  • by Joanna Fri Mar 4, 2011 via web

    I find it a bit hilarious that the title to this article is a whopping ELEVEN words long...

  • by Ann Handley Fri Mar 4, 2011 via web

    Joanna: LOL. You're right! Maybe this?

    How to Tell Your Business's Story in Just 8 Words
    (jHmm. Still 10 words. Writing short has never been my strong suit...)

    Can You Tell Your Story in Just 8 Words?
    (Better. Down to 9.)

    Tell Your Story in Just 8 Little Words
    (Exactly 8.)

    You: 8 Words. Got It?
    (5 words! How's that?)

    ; )

    Thanks for chiming in Joanna. Love to hear your suggestion, if you are so inspired!

  • by Joanna Fri Mar 4, 2011 via web

    Thanks, Ann! Now I have a story for when I share this with the rest of my marketing team! Haha!

  • by Joe Thu Aug 18, 2011 via web

    "Fast, frugal, and fascinating" - that captures your article perfectly.

  • by mrENERGY Fri Sep 30, 2011 via web

    Great article !
    As a senior athlete
    I minted mine a while back:
    Age defy or petrify.

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