Your story may be developed with words, images or symbols; it may be produced as a half-page display ad, a 30-second radio commercial or a 30-minute television infomercial; it may be delivered via print, radio, television, website or ball cap. What really matters to you is whether your story is good enough to captivate the attention of decision-makers, sell them on your proposition and move them to act.
It is not easy for a story to captivate the attention of decision-makers, though in some situations it is easier than others. If I saw you walking down Main Street in Two Dot, Montana at 9:15am Tuesday morning, it would be easy for me to capture and hold your attention. But if I saw you on the opposite side of the Avenue of the Americas in New York City Friday afternoon at 5:15pm, it would be very difficult to capture your attention. Your story must be good enough to captivate those who have the greatest propensity to decide and act for you.
Everyone has problems to solve. To sell them on your solution, bear in mind a simple admonition: Nobody cares about what you can do; everybody cares about what you can do for them. Your story must present a reasoned argument as to how you are going to help solve their problem. The best way to do so is with a story of benefits rather than features. Instead of saying, “The new model is fuel efficient.” Say, “The new model will take you further on less money!”
Finally, your story must compel decision-makers to act for you, either right now, or when their time is right.
So you see, it is all about the story– your story!