The Trick to Building Great Stories (And Driving Sales)
The most successful stories don’t have the best plot or characters.
The most successful brands don’t have the best products.
What do they both have that makes them stand out?
An audience they understand.
I’ve been a part of a Christmas show every year for half a decade.
And they ALWAYS sell out.
Not because they are the best written shows, but because they have a clear audience they target. They prioritize family-friendly stories that use sentimentality to pull on our heart strings and fill us with warmth.
Nike doesn’t make the best sneaker.
But, that didn’t stop your high-schooler from asking for the newest Dunks for Christmas.
That’s because for every type of shoe they sell they have a clear understanding of their audience. Then, they weave a story around that audience to create demand.
The first step to building great stories (and driving sales) is to know your audience.