Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content.
Brands mature over time, like a marriage. The bond you feel with your spouse is different than when you first met each other. Excitement and discovery are replaced by comfort and depth.
It’s insane to me to ask anybody to be what they’re not. Know what you know the best, love the most. That’s always going to be the answer to the thing that you have the best shot at winning at.
Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.
Storytelling is the game. It’s what we all do. It’s why Nike is Nike, it’s why Apple is Apple, it’s why Walt Disney built Disney World and it’s why Vince McMahon makes a billion dollars.
We love displays and symbols and stuff that quickly and silently tells the world who we are. Better yet, we love visual reminders of who we want to be.
