Why Should We
Give a Crap?The leader with the best story wins
Jeremiah Millerwww.forgingleaders.com
If you want to influence us...
If you want us to follow you...
If you want us to buy from you...
there's one question you must
answer.
Why should we
give a crap?
What you want us to say, or think, or
do?
Look, this isn't our first rodeo
we see 3000 advertising images...
we see 3000 advertising images...
we see 3000 advertising images...
we see 3000 advertising images...
we see 3000 advertising images...
we see 3000 advertising images...
we see 3000 advertising images...
We've been inoculated against...
"LIMITED TIME OFFER!!!"
"ONCE IN A LIFETIME OPPORTUNITY!!"
"Why should we give a crap?"
And it better not sound like you're
selling us.
If it does, we won't believe you.
If it sounds like you're trying to convince
us,
we'll figure that it somehow benefits you
more than it benefits us.
we'll assume that you are exaggerating
by at least 90%.
You will forever be relegated to the list
of people we just don't trust.
One of THOSE people.
If you really want to influence us,
you need a story!
But not just any story will do.
Tell us a story that makes us say...
WOW!!!I want to be part of that!
If we hear you talk about
"increased efficiencies"
your "commitment to excellence"
we may just barf.
Instead, tell us about the
there's one question you must
answer.
Double-click to enter text
who's lives were changed by what you
do.
Tell us, with passion in your voice,
WHY you believe in what you do...
so that WE can believe too.
Humans are wired to experience the
world through stories.
We THIRST for a story that helps us
make sense of our world.
That tells us why WE matter
and gives us something meaningful to
be a part of.
So, if you own an insurance company,
don't talk to us about
"helping customers plan for the future"
we don't give a CRAP!
In fact, we've already heard that 7 times
today.
Instead, tell us a story about how when
you were 20,
And because he was uninsured,
your family was destitute.
Your mom had to bury him in a pine box
because she couldn't afford a coffin.
Tell us how you vowed to protect your
family from this fate.
Tell us that you got into the insurance
business
to protect other families from
that your mom faced as a
39 year old widow.*
*true story of a client of mine
THIS makes us give a crap.
THIS makes us want to trust you
and buy from you.
You might have the best company
but if you don't have a powerful story
we will never know.
We will assume you are just average
like the other 2999 other commercial
messages we saw today.
So, scrap your mission statement.
Pitch your elevator pitch.
Delete your "About Us" page.
and tell us a story that makes us
care.
Need some inspiration?
Here are 5 companies with stories that
make us give a crap.
http://templebags.com/about
http://www.horizondairy.com/why-
organic/our-farms/
http://www.meatheadmovers.com/our-
team/history.aspx
http://www.toms.com/our-movement/
http://www.charitywater.org/about/scotts
_story.php
So, what are you waiting for?
If these stories can make us care about
Why shouldn't we care about you?
Tell us a story.
And, if you want help in becoming the
hero of your own life story
visit us at www.forgingleaders.com