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When advertising how valuable is a true story?

by Oziboomer
9 replies
Does a true story that has a universal appeal of hope and determination help when used in advertising?

#advertising #story #true #valuable
  • Profile picture of the author Claude Whitacre
    Yes, a true story is a powerful way to enter the prospect's mind.
    But to go further, every marketer has a personal story. They need to craft it, memorize it, ad use it in their marketing.
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  • Profile picture of the author Peter Lessard
    All these programs such as The Voice, American Idol are supposed to be about how good a contestant can sing. It amuses me how hard they work to try to develop a "story" for each contestant as they move forward because they know nobody will watch or care unless the girl with the angel voice also raised her 5 sisters while being bullied at school and of coursed helped 15 people out of a burning plane on the way home from school lol

    So yes a story is important but to some it being true it not all that relevant ;-)

    I love to watch a politician or public figure with a "story" because that story always gets better and better with time.
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    • Profile picture of the author kenmichaels
      Originally Posted by Claude Whitacre View Post

      Yes, a true story is a powerful way to enter the prospect's mind.
      But to go further, every marketer has a personal story. They need to craft it, memorize it, ad use it in their marketing.
      Originally Posted by Peter Lessard View Post


      I love to watch a politician or public figure with a "story" because that story always gets better and better with time.
      Man that brings back some memories...

      I watched two infomercial kings iron out the kinks in both of their stories
      over Quiznos and beer.

      They were both pitching the same exact story ... grew up poor, lived in one
      bedroom apartment about to be evicted .... boom hit the mother-load
      and just had to share the "secret" with the world.

      They went from "you have to change your story" - to if were both
      saying it maybe it will help show how true it must be.

      Anyway... by the time it was over they both agreed to keep the "story"
      but each would modify it slightly and then they took about two hours
      helping each other finesse the changes.

      Funny stuff - that happens in the world of direct response marketing.

      Added a min or so, later:
      I was nothing more then a peon in their eyes. So I learned a lot just by
      keeping my mouth shut and paying attention. It's a lesson that I learned early
      and I still use effectively today. More people need to learn it.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Peter Lessard View Post

      So yes a story is important but to some it being true it not all that relevant ;-)
      I know Dan Kennedy made up most of his stories (or at least greatly changed them).

      You may find this interesting.

      I have 13 personal stories sales I tell about myself. Each of them proves some marketing or sales point. None of them are embellished. But one of them, I made up out of thin air.

      Here is the weird part. I cannot, for the life of me, remember which one I made up. I've listened to my stump speech, and cannot remember which one isn't true. They all sound true to me now.

      Weird.
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      • Profile picture of the author tryinhere
        Originally Posted by Claude Whitacre View Post

        Here is the weird part. I cannot, for the life of me, remember which one I made up. I've listened to my stump speech, and cannot remember which one isn't true. They all sound true to me now.

        Weird.
        It's not weird at all, in life if people tell themselves something over and over, fact and fiction merge, look at people who believe in all sorts of things / strange religions, religious based on aliens, all sounds crap the first time but if they repeat it often enough it becomes real.

        Same with success, or anything really "as a person thinks so are they & you have to power to choose what you think" / you are your own destiny.
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        • Profile picture of the author Enfusia
          How Valuable is it?

          Well, just ask the guy running for President that just got spanked for BSing.

          The real power of a true story is, it doesn't come back to haunt you.

          Patrick
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  • Profile picture of the author bizgrower
    I read an article earlier today about how stories are the way to connect with Millenials.
    They like to hear or read a company story before trying products. The OP video fits right in there.
    I'm extrapolating from the article, but I think stories are part of the growth hacking phenomena.
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    • Profile picture of the author kenmichaels
      Originally Posted by bizgrower View Post

      I read an article earlier today about how stories are the way to connect with Millenials.
      They like to hear or read a company story before trying products. The OP video fits right in there.
      I'm extrapolating from the article, but I think stories are part of the growth hacking phenomena.
      You know, that's a great point. Something I never considered.
      Maybe I should.
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    • Profile picture of the author Oziboomer
      Originally Posted by bizgrower View Post

      I read an article earlier today about how stories are the way to connect with Millenials.
      They like to hear or read a company story before trying products. The OP video fits right in there.
      I'm extrapolating from the article, but I think stories are part of the growth hacking phenomena.
      Below is another video...it is a promotional one...for get storied.
      Get Storied

      I've watched Michael Margolis and his model for a long time.

      GetStoried mission statement is
      Our mission is to humanize business by helping innovators and change-makers translate their epic ideas into cultural acceptance.
      Worth a little bit of study if just to understand their perspective...

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