There’s storytelling. And story-selling.
Storytelling involves a story in which a core character’s life changes in some meaningful way through conflict.
Story-selling involves storytelling in which your product, service, cause or idea helps the core character (i.e. your customers/clients) obtain what Robert McKee calls their “object of desire.”
A lot of companies I’ve encountered suck at storytelling. Even more suck at story-selling.
Hopefully, the following ads will help you see the difference between storytelling and story-selling.
Watch this Pepsi commercial:
Is this a good story? Sure it is.
Does it show how Pepsi helped the core character (a Pepsi drinker) achieve his goal? Not at all.
Now watch Volkswagen’s “The Force” commercial:
Is this a good story? Indeed.
Does it show how a Passat helps the core character achieve his goal? If the core character is the kid, then yes. But kids aren’t exactly Passat buyers.
If the core character is the Dad, then I could argue there is a loose connection between the Passat and family joy. So maybe this ad is effective at storytelling and story-selling.
Finally, watch Google Chrome’s “Dear Sophie” commercial:
Is this a good story? Absolutely.
Does it show how Google Chrome helps the core character achieve his goal? You betcha!
Story-selling isn’t limited to advertising. It’s applicable to sales, marketing, HR, management and beyond.
Question #1: Are you telling engaging stories in your company, market, industry?
Question #2: Are these stories showing how your product or service changes your clients’ lives in meaningful ways?