Silverman wanted to educate the public that a typical packet of popcorn in that movie has 37 grams of saturated fat in fact, while the USDA recommends that you don't have more than 20 grams throughout the day .
This is important information. But not simply because of the staggering statistics, Silverman made the message a little more compelling:
"A medium-sized 'butter' popcorn contains more arterial-clogging fat than a bacon and egg breakfast, a Big Mac and French fries for lunch, and a steak dinner with all the love - a combo punch"
Yes, what you say is crucial. But whatever you say can make all the difference.
What do you say, it's your "who" determination
"Marketing succeeds when enough people with similar worldviews come together in a way that makes marketing cost effective to attract them." - Seth Godin
When you create a well-rounded Latest Mailing Database representation of your ideal client, you're really attuned to the way your people see the world.
And when you understand your worldview prospects share - what they believe in - you can frame your story in a way that resonates with them so strongly that you like an "unfair" advantage over your competition.
Given these competing worldviews, choose different frameworks through simple text:
Crossfitter vs. Stadium Rats
Progressive and Snowflakes
businessman with the man
These are extreme examples, and you can definitely take care of the audience's beliefs and worldview without resorting to name-calling. For example, the simple word "green" can evoke instinctive responses on the far side of the environmental worldview spectrum, while also prompting less intense emotions in the vast middle.
Formulating your story against a diametrically opposed one, as the name suggests, will make some people love you and others ignore or even despise you. Not only is it okay, it's necessary .
You may always switch those on the other end of the spectrum, but your core base will share your content and help you penetrate the massive crowd in the middle - and that's where growth comes from.
Based on who you're talking to, you choose to tell the story in a way that will get you to the conclusion you want.
This, allows your hero prospects to travel on the journey, making their (and therefore your) goals a tectonic message delivery.
The "how to" is basically the difference between success and failure (or kindness and greatness) when it comes to content marketing. You have to tell a compelling plot with the right core elements of the person you want to reach.
It's all about the premise
When you think about how a story goes, you hear people talking about hooks and angles. Another way to think about it is in the context of the situation you're doing .
As a term in formal logic, premises are propositions that support some conclusion. Applied to content and storytelling, I use the word premise to mean an emotional concept that not only attracts attention, but also always keeps every element of your content engaged.
To put it another way:
The premise is that weave yourself from the title to the conclusion, closely tying everything together into a compelling, cohesive, persuasive narrative that embodies the idea of a simple and inevitable conclusion - the action you need.
Yes, you tell little stories along the buyer’s journey that form an overall empowering narrative. You have a "big idea" with one step at a time along the path.
The premise is that you connect to the emotional center of your prospect's brain, stimulate desire, maintain credibility, and ultimately result in the actions you want.