"I love the smell of lip balm in the morning!"

...said...no one. Robert Duvall said "I love the smell of Napalm in the morning" but that's a completely different story and maybe he even used lip balm before he did that scene.

The point i'm going to try and make is...your product/service is NOT on top of peoples minds 24/7. No matter how important you feel that your product or service is to people...they are NOT and let's repeat it again...you're product or service is not as important as you might believe. Sorry to break the news to you. They do not wake up every morning and site "I love the smell....sound....sight....whatever it may be in the morning." They are thinking about their own lives. Which they should. Again, apologies that your not top of mind.

There's good news though! Way back in the old days...there were these things called...stories. People used to say them over campfires, write them down on paper, draw them on cave walls but the root of these 'stories' was that it could have a long lasting effect on someone and RESONATE with the person. The story would sit inside the persons thoughts because there was depth and breadth to a story.

How was this accomplished? Well, if you're a company of any size you don't have the opportunity anymore to have someone sit through one of your stories but you do have the opportunity to take a story and break it up into smaller pieces.

They could be called...chapters. Each chapter can have a specific message within it and if done properly it can engage, entertain and encourage customers to use your service or buy your product.

The old days about storytelling were limited but as we all know stories have stood the test of time. Why? Because (yes bad grammar) stories had to have 3 elements;

Care

Interesting

Execution

First, you needed to care about what the story is about. If it is in no way relatable it's hard to tell a story.

Second, you need to be interesting. We've watched movies, shows, listened to people, watched people and if they are not interesting we tune out. Unfortunately or fortunately you don't actually have to be right to be interesting.

Third...execution. How, where and when are you delivering this story? If it's done right...the story lasts. If it is not....the story is buried in the archives of many 'potential' good or great stories but lacks all the other elements to deliver on it.

Find your story and treat it like an actual story and not just an ad or a message. You'll be surprised how many people will gravitate to something that's from the heart. Talk soon.