More Than A Few Words

We all love a good story. But here is the twist. If you are the hero, you are doing it wrong. In this conversation, I chatted with John Elbing, creator of the Story Building Method and author of a new book on the topic. We dug into the difference between storytelling and story building. It is not a play on words. It is a shift in perspective that can change how your marketing connects. John believes storytelling has turned into a coat of paint. Hooks. Tricks. Presentation tips. All fine. But before you polish the story, you need to decide which story you are telling. And here is the big idea. It is not your story. It is your customer’s. A few takeaways you can use right away: • Recognition comes first Before someone cares what you do, they need to see themselves in your message. In your words. In your images. In the problems you describe. When they think, “That’s me,” you have their attention. Skip this step and they scroll right past you. • Perception shapes your value People want to quickly understand what