This Doesn’t Have to be “so Darn Complicated”
Riddle me this, Batman…
…What’s the difference between “easy” and “simple?”
I’ve been pondering that since Tuesday when I toured Redirect Health in Phoenix with its CEO, David Berg.
Redirect helps companies find and deliver affordable healthcare plans without sacrificing quality coverage.
For more than 10 years, the company’s slogan was “Easy and Affordable Healthcare.”
A few years back, at Berg’s insistence, the company dropped “Easy” from the slogan.
“It’s a promise we shouldn’t make because it’s a promise we couldn’t keep,” Berg told us.
I know lots of marketers and software vendors who promise “easy.” It’s a promise they shouldn’t make.
Growing a business is NOT easy. It requires effort. It requires time. It requires investment. Even with AI, there’s no such thing as a client-generating “Easy Button.”
But growing a business can be much simpler.
My client Shawn once told me he likes my approach to marketing because I “keep it simple.”
On page 24 of my new book — available on Thursday on Amazon — I tell Shawn’s story:
(Shawn) told me he had spent lots of money and time on other consultants and courses. They made his head spin. “I want to write better emails and blog posts,” he said. “I don’t want to keep track of whether I’ve put all the story elements in the right places. I’m fed up with systems that are too complex and require a master’s degree to implement.”
I feel Shawn’s pain. I see too many marketing “experts” present storytelling for business as if they’re teaching (a) Screenwriting 101 course. They liken business stories to Star Wars, The Godfather, or Casablanca. They encourage you to load business stories with all the elements of a good screenplay—like backstories and heroes and villains and conflicts and resolutions and so on and so forth.
Good luck.
There’s one guy who wants you to master “Twelve Storytelling Brand Archetypes.” Another offers a “Simple Ten-Step System” for business storytelling. Call me simple, but a “simple ten-step system” seems like six or seven steps too many.
Which leads me to Story Power Principle No. 3: Keep it simple.
When I sit down to write an email or blog post, I don’t want to worry about Aristotle’s plot formula, the five steps in Freytag’s Pyramid, or the twelve stages of the hero’s journey.
Trust me, you don’t need to know a thing about “ark-UHtypes” to captivate prospects and inspire them to buy.
Don’t get me wrong. I believe in storytelling. And I believe you’ll create captivating, client-attracting content and have more fun if you harness storytelling’s power.
But I also think—check that, I know—storytelling for business does not have to be so darn complicated.
The book is loaded with strategies, tactics, and frameworks to create story-powered, client-attracting content.
I show you how to make it simple and predictable. But that’s not the same thing as easy. You still have work to do. Sometimes, hard work.
If you read the book, though, and implement its lessons, you won’t feel stuck. You won’t stare at a blank screen, thinking “What now?” You’ll know the difference between content that works and content that doesn’t. You won’t feel stuck in the marketing maze.
You can get the book on Thursday, November 14.
On that day (only), you can get a copy on Amazon for just 99-cents. And first-day buyers will get special bonuses — including access to The Anecdote Finder.
If you requested an early-bird .pdf copy, you’ll get that tomorrow.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics to Transform Your Content from Ignored to Adored.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
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