November 15, 2018

Stories vs Information…

… and why I’m about to shoot five little ducks…

There are various unadvertised side effects to having a small child. The advertised side effects are well known: lack of sleep etc. One unadvertised side effect is you get nursery rhymes locked endlessly in your head.

The one in my head at the moment goes:

#Five little ducks go swimming one day,
Over the hills and far away,
Mummy duck says quack quack quack quack,
And only four little ducks came back…#

And so on.

Why do these things get stuck in out heads? Probably for the same reason we sing them to children. They’re simple, and the melody has a rounded completeness about it. You feel compelled to continue with the song, until all five little ducks come back… (damn them)

The same principle applies when you tell stories in your marketing.

The big takeaway you’ll find in Donald Miller’s Storybrand book is that information is like noise, and story is like music. We’re tuned in to listen for stories. A story has structure, balance and completeness. A story is effortless to listen to, unlike wading through information or statistics.

Are you telling enough stories? Or are you giving people the information they need to make a rational decision.

Buying decisions are rarely rational, and only the most determined buyer will wade through your information.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.