I thought this video was a really great example of promoting a product by putting people in the story.

Just a note on this: putting people in the story is more powerful than teling them the story. And telling people a story is more powerful than just showing off a logo.

More to come on this over the next week, including how I’m going to be using this principle for Like Minds.

Enjoy your Sunday,
Scott

Archived Comments

  • Aside from that, what a freakin cool product!

    I wants one.

    But yes, making the product, service or experience about the audience is a key message. I recommend a book by Nancy Duarte called Resonate. It gives some excellent examples of how to break the story into the “Luke Skywalker / Yoda” paragidm. How each actor has his own motivations, challenges and talents.

    The journey is about helping the hero (Luke) recognize the need (An evil empire attacks), ignite a belief (You can be a Jedi), learn (meets with other characters / community), and gain the courage to work as a team to confront the evil empire… / buy your product.

    I’m sure there is a framework in there somewhere! :)

  • Aside from that, what a freakin cool product!

    I wants one.

    But yes, making the product, service or experience about the audience is a key message. I recommend a book by Nancy Duarte called Resonate. It gives some excellent examples of how to break the story into the “Luke Skywalker / Yoda” paragidm. How each actor has his own motivations, challenges and talents.

    The journey is about helping the hero (Luke) recognize the need (An evil empire attacks), ignite a belief (You can be a Jedi), learn (meets with other characters / community), and gain the courage to work as a team to confront the evil empire… / buy your product.

    I’m sure there is a framework in there somewhere! :)

  • / Scott Gould

    I’ve heard of Nancy Duarte – meant to be an exceptional presenter?

    Definitely a framework there

  • Yeah that’s the lady.

    Not seen her present but the book is can certainly recommend :-)

  • / Scott Gould

    It’s on the wish list!

  • Hi Scott,
    What a great little video and a cool product. I think the key for me here is that because the story has many different elements or situations it allows me/us/you to build empathy with the person and thus with the product. I like it and I’ll be keen to see how you use that within Like Minds :)

    Adrian

  • / Scott Gould

    Yeah – I need to use it for Like Minds. Getting some funding to do so!