Browse Category: Political narratives

Storytelling tips – Stories outsell Concepts

Storytelling tips – Stories outsell Concepts

Hat-tip – the anonymous author who proves that storytelling is far more potent than bland abstract concepts and theories.

This is a great example of how stories are more effective than abstract concepts. Especially stories that are based in the real world and include normal people.

An economics professor at a local college made the statement that he had never failed a single student before but had once failed an entire class.

That class had insisted that socialism worked and that no one would be poor and no one would be rich, a great equalizer.

The professor then said, “OK, we will have an experiment in this class on socialism. All grades would be averaged and everyone would receive the same grade so no one would fail and no one would receive an A.

After the first test, the grades were averaged and everyone got a B.

The students who studied hard were upset and the students who studied little were happy.

As the second test rolled around, the students who studied little had studied even less and the ones who studied hard decided they wanted a free ride too so they studied little.

The second test average was a D! No one was happy.

When the 3rd test rolled around, the average was an F.

The scores never increased as bickering, blame and name-calling all resulted in hard feelings and no one would study for the benefit of anyone else.

All failed, to their great surprise, and the professor told them that socialism would also ultimately fail because when the reward is great, the effort to succeed is great but when government takes all the reward away, no one will try or want to succeed.

targeted message

Targeted Messages. The Power of Tailor Making your message.

Tailoring Your Message pays dividends and saves money.

Say things that interest the client. Or the voter. Don’t say the things that interest you. Otherwise you are just making noise.

But how can you write targeted messages without knowing your audience? Talking to an 18 year old about pensions is unlikely to strike a chord. Talk to a pensioner about your new BMX and you may well get a glazed look. However, talk to me about how to make the perfect margarita and you will get some instant attention.

If you miss out this important stage in crafting your message you will be operating in the dark in terms of message, content, words and medium. And you will waste loads of time and money. Plus you will lose elections and lose business, waste gallons of ink and be responsible for chopping down forests of trees for nothing. (Basically you will be less successful, poorer and a bad person!)

If it is worth doing – do it properly! Good enough seldom is and all that….

Carefully crafted and well targeted messages will always outplay busily spewed out standard messages. Mindless activity reassures temporarily. Professional messaging produces results.

Who wants randomly sprayed birdshot when you can have a sniper where every shot counts?


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