A lot of business owners make the mistake of thinking that factual information about what they offer will get people to take action. But facts don’t create trust. They can always be doubted or rejected—these days more than ever.
If you want to motivate people, you need to engage their emotions and their values. One of the best ways to do that is through the “story effect.” Stories help people understand their world and decide what to believe and how to act.
Story Effect Case Study: TOMS
TOMS Shoes founder Blake Mycoskie used this principle in building his company into a massively popular movement, providing shoes to a child in need with every pair sold.
The TOMS origin story centered on his travels in rural Argentina. There he witnessed the impact of the lack of shoes on children’s health and well-being. Mycoskie became the hero of the story, modeling the action of taking on this problem by starting a new kind of company.
He then invited others who identified with him and his ideals to become heroes themselves. They might not be ready to travel the world or start a business to tackle a big problem, but they could participate and be mini-heroes—simply by buying a pair of shoes!
And it didn’t stop there. As the idea caught on, the single origin story received a boost that amplified and transformed it into an array of action-inducing tales. These came from celebrities and influencers who started posting about their TOMS shoes on social media. Each of them gave their own audiences yet another hero or heroine to model themselves after.
Mycoskie wrote in his book Start Something That Matters, “Human minds rely on stories and story architecture as the primary road map for understanding, making sense of, remembering, and planning our lives.”
How to Use the Story Effect
Marketers use this primal impulse by guiding their audiences with emotion-grabbing stories that help them decide what to think and how to act.
The power of stories can of course be used for both good and ill. So if the goal of your business is to benefit society, you should be especially sure to use it, so you can amplify your impact. In your marketing, tell a story that shows a character your audience can identify with, and have that character do something you want them to do.
A values-based story motivates your audience by appealing to their beliefs and showing them how they can join you in making a difference.
Creating Your Story
To craft your story, first identify who your audience is, their primary values, and what action you want them to take.
Next, create a story with a character similar to your audience. You can draw inspiration from anywhere—your own experience, a customer or follower, the news, a historical event, or a work of fiction.
Here’s a great values-driven story recipe:
- Write a strong opening to get the audience’s attention—paint a picture, include some drama or emotion.
- Describe their situation & the values through which they view it (your audience’s values).
- Show what action they took, based on their values, to make the situation better.
- Show the positive results of their action.
- Tie the story to the audience’s situation and values.
- Tell them how they can act on their values (invite them to take the action you want them to take).
Give it a try and send me your story!
