He who tells the best story...

This week, I want us to revisit the idea of how important telling stories is while understanding that we are not there yet. Let me share THREE ideas:

ONE: 80% of everything we learn, if not coupled with a story, fades within 24 hours. Lesson here: we retain stories far longer than we retain data points.

TWO: The first digital display ad had a 44% click-through rate. That was in 1994. It was novel. Today, the average click-through rate across all industries is 0.35%. Lesson here...don't depend totally on social media; find other avenues to tell your story.

THREE: A Stanford research study showed that statistics alone have a retention rate of 5-10%, but when coupled with anecdotes, the retention rate rises to 65-70%.

Every Sunday, when leaving church, we always comment on what a great communicator our pastor is; he communicates mainly through stories that beautifully illustrate his message. Some are funny, some sad, but all hold our rapt attention to the point we don't realize how much time has passed.

With the overwhelming "noise" that comes at us and our clients from every side, we need an advantage, a way to break through the noise. 

And I believe that way is the use of stories to get our messages through to our clients.

"People don't buy your widget, your app, your code, your smartphone, your music player, your homemade cupcakes, your fresh flowers, your candles, your music, your computers, your front row seats, your business-class flights, your graphic design, your printing or your coaching.

They buy how it makes them feel.

The story is your advantage."

-Bernadette Jiwa