Unfettered Growth

Skepticism is a natural product of human nature. In traditional marketing, if 5 details about the features of a service are good, 20 are better, and a repetitive and amplified claim about what a product can do is met with doubt and disbelief in its promise.   A story has the power to wrap your…

Emotional communication taps into human nature, and touches our instincts to survive, be admired, succeed and to protect those we love. At its root, there are only two basic emotions—pleasure and pain. These come in many varieties but at the sensory level, either something feels good or bad.   Good storytelling exists between these two…

We are drawn into a story when something goes wrong. This is the moment we pay attention, because we are hard-wired to notice problems, so we can learn and know what to do to survive in the future. 

John Milton said something like, “the mind can make a heaven of hell and a hell of heaven.”     The story we tell ourselves about something can be either positive or negative, and that story can create a heaven or hell if we let it.     It’s not hard to make what’s different about…

Move your marketing message from a static description of what you do to a dynamic story about your clients’ values and desires, because values and desires always reflect each other and together, like a compass, point us in the direction of what is meaningful in life.

The protagonist is the leading character or one of the major characters in a drama, movie, novel, or other fictional text. In your marketing message, the protagonist is your client. In most great stories there is an event that makes the main character the underdog, just like the problem your brand solves makes your client…

A product or services that solves a problem Is worth sharing. Begin by stating what the client wants and the problem that is in the way. These are the first two steps in crafting a marketing message that’s easy for your clients to share.

Most businesspeople know how compelling a well constructed story can be. How it can change our attitudes, beliefs and behaviors.   But how many know how a good story-based marketing message can increase brand value and lower marketing costs? Think of it as Return On Story (ROS).   The results are dramatic when you transform…