I brand my stuff as ‘True Story Selling’ these days. There are some headline reasons for that.
A lot of the time in marketing, narrative and story has to precede reason and logic. And fundamentally the narrative you tell needs to be true.
But there’s also something deeper running under the surface…
There’s a great tendency in the marketing world to offer certainty that isn’t really there. To simplify or dumb down the reality of the situation.
The pervasiveness of the marketing funnel analogy is a prime example.
You can create as many funnels as you like, only to discover that reality is somewhat different. Customers do what they want, buy when they want, in ways and for reasons you completely did not expect. How do you model a buying decision that involved 74 touchpoints across 8 different media… and those being only the ones you can measure?
And yet if you listen to most high profile marketing ‘gurus’, marketing is simple. Funnel creation is simple. Especially with their simple five step programme, or whatever.
When you tell more of your story in a vulnerable way, you remove some of the certainty that shrouds your topic. You expose the real nature of the situation.
Doing this might harm your sales in the short term, because you stop appealing to all the people who believe in magic five step solutions. But ultimately the customers who matter most trust you more for it.