Make your audience FEEL something, and they’ll never forget you. The power is in the particulars.
Here’s what I mean 👇
General Statistics Are Forgettable
Take this statistic for example:
“In 2022, the United States saw a 33% increase in fire-related deaths from 2012.”
That’s a big increase. Does it make you feel anything?
Maybe something, but nothing major. It’s too general.
It’s hard to imagine what a 33% increase looks like, especially because it doesn’t tell you where the number started. Was it at 20? Was it at 20,000? Details matter.
Use Story and Details to Make Your Marketing Unforgettable
Now, imagine this…
A mother wakes to the smell of smoke and the ringing of the fire alarm. Disoriented, she jumps out of bed in terror. Her baby is in the next room.
She feels her door. It’s cool. Throwing the door open, she races down the hallway to her daughter’s room.
As she bursts into the room, she shuts the door behind her as the fire rages down the hallway toward her.
She scoops up her baby, rushes to the window, and opens it.
At that moment, she realizes she never bought the escape ladder her father-in-law had been bugging her about for years.
I’ll stop there. You get the point.
Which will more likely make you grab your keys and head immediately to the store to buy a fire ladder? The statistic or the story?
Which one will you remember?
The story, obviously.
It’s specific. It involves “real” people. You can FEEL their fear as the fire closes in on them, and their escape route isn’t viable.
Yet, too often, as small businesses, we leave our marketing vague and general.
- Lists of services we provide
- Number of people served
- A meaningless star rating
- Awards no one has ever heard of (and maybe you paid for)
Instead, dive into the specifics. Tell stories.
- Use more customer testimonials
- Turn testimonials into stories
- Get specific on the consequences of not taking action
- Get specific on the positive results of taking action
The more specific you are, the more easily your customers can put themselves in the story and see the outcome you provide.
If you want people to remember your marketing, you must make them FEEL it.
Emotions aren’t drawn out of large statistics. They’re drawn out of individual stories.
The stories don’t have to be heart-wrenching. They can be sentimental, funny, inspirational, or thrilling as long as they make you FEEL something.
When you do use statistics and data in your marketing, make it specific. Don’t marketing math statistics…
- Over 33% increase
- Hundreds of people
Use specifics like “347 more people bought X.”
What specifics and stories can you use to make your customers feel something about your business?
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