"Against my better judgement, I cut through the dark alley on my way home that night"....What’s this got to do with marketing? Everything. Before you write one word of copy, before you call a prospect, reach out to one on Facebook, or talk to a potential customer face to face, ask yourself this question. “What’s the STORY behind my product or service?”
OK -- I like this article and I don't like this article. At some level it treats stories on a very surface and shallow level like a lot of marketing does. This is almost sliding into the land of manipulation and 'jerk my chain why don't 'ya?'
That being said, what I do like about the article is the 6 types of business stories to create based on the 6 Basic Human Needs -- which he lists.
His interpretation of these 6 needs into specific biz stories I don't quite agree with. Like stories of variety and adventure speaking to Uncertainty -- one of the 6 human needs we need stories for. There are plenty of other biz stories to tell that also speak to Uncertainty. So don't be constrained by his list.
The value of these interpretations is that they get our brain going. That is valueable. So play off his interpretations and think about how you want to address these 6 human needs with your biz stories.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it