I don’t know if I’ve said this on my blog before but I believe the most powerful words in the English language are, "Let me tell you a story…" Men, women, boys, girls, all ages, no matter. Everyone sits up a little further on their chairs and leans in a little when you utter those six simple words.
Further, I believe that the future will belong to the storytellers. Whether you are marketing, preaching, teaching, designing…doesn’t matter. Those who can tell stories will always come out on top.
I saw a great example of business telling a great story. I was watching television the other night and saw a commercial. A guy is in an airport talking to his wife/girlfriend on the phone. There’s a terrible storm raging outside and he’s dejected…his flight’s been cancelled and he’s having to tell her that he’s not going to make it home for Christmas. He hangs up the phone. He flops down in a chair, reaches into his pocket and pulls out a box and opens it to reveal a diamond necklace. He closes the box, puts it back in his pocket and you can see some sort of resolve cross his face. He’s made a decision. He grabs his briefcase and runs out of the airport. End of commercial!
Except of course they give you a web site to see the rest of the story. I have no idea who the agency is but those guys get it. They know how to tell a story and they know how to build suspense. Great job. Absolutely great job.
Roy Williams, who’s made a good deal of money over the years creating ads for jewelers reminds us that you’re never selling diamonds, you’re selling that look on her face when she opens the box.
Oh wait…I suppose you want the web site. Enjoy the story…"they lived happily ever after."
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