Details. The devil is in the details. That saying comes from German architect Mies van der Rohe. One on hand it’s a statement about needing to get those pesky little things right but in the same breath feeling frustrated by them as well.
The devil’s in the deets.
With the why we talked about last time … that foundation or skeleton … we can start to build story structure.
The details are what make stories really good. It’s the “wait til you hear this” type of story that either shows someone off to their best or even worst.
Details humanize you and your business. And, yes, that’s critically important because you want prospects – those folks who are lurking around checking out your company – to like you.
Because no one buys from someone they don’t like.
A common bond is created when you show you’re just like the people you want to attract to your business. They can get to know you without ever meeting you.
Need an example? Okay.
Has anyone ever felt like money was evil? Yeah, that old “root of all evil” thing we were taught as kids. My Dad, rest his soul, instilled that in me as a kid after he and my Mom divorced.
His warning to the 15 year-old me was, “Don’t ever let yourself get caught short financially.” And the weird part? My Dad worked in a bank!
He was a trust officer in a frickin’ bank. And he taught me to be afraid of money. Of having it. Of spending it.
That’s the kind of detail you’re looking for. Whether you’ve had that same experience or not … and most of us subconsciously onboard negative junk from our families between the womb and second grade … you now know something about me that may make you feel like you know me a bit better.
Relating story with details helps your prospects feel like you really get them. That you’ve been where they are and can help.
It starts a relationship.
Lots of marketers out there will tell you all about ROI. But I think ROR – return on relationship – is an even better measurement.
If someone takes the time to reach out to you and comment on a blog post or a product offering be smart and thank them for reaching out.
Next time we’ll dig into story element #3: Background.