Telling Your Story
Stories create interest. Nobody cares much about what you make or what service you provide. People care about what matters to them. And by telling your story well, you can capture interest long enough for people to discover that what you make or what you do actually does matter to them.
A story rises above clutter, because your story is unique. And there's a good chance that you may be ignoring or having trouble uncovering the very things that make you unique.
A Full Deck
Doby Franklin builds decks. He builds great decks. But people didn't understand the story behind what made his decks superior. He could claim endlessly that "Our decks are the best," but that message would be swallowed by the din of all the others claiming the same position.But Doby had a unique story. He used screws instead of nails. He had an improved method of setting his supports in concrete. He had an obsession with craftsmanship and details that set him apart. When he began to tell his story instead of succumbing to the adspeak churned out by agencies and stations, he began to attract not only more customers, but customers who understood and were interested in the quality he provided.
That Doby is a Creek Indian with a genetically inscribed understanding of the aesthetic harmony of man with nature is no small bonus in the design and construction of masterpiece decks.