The best stories are always true.
The animal shelter is a business that needs little marketing. They have nailed it with their product, their cause and the weak-kneed, organic response to sad puppy eyes. A precious fur ball locked in a tiny crate is an easy sell. All the same, a little word smithing never hurts. They hang signs on the cages with information about the animals...cute names, approximate age, medical concerns and a best guess as to breed.
I look into her warm brown eyes. She cocks her head quizzically as my son reads the sign on the cage. It says black lab mix. Thirty minutes later I'm buying puppy chow. Fast forward a few days and those devoted brown eyes are following me around the room, and I'm thinking that she's the most muscular black lab I've ever seen. She's quite pit bullish, actually. I think back to that sign hanging on her cage....it said black lab mix. It dawns on me that it could have also said pit bull mix. Both stories are 100% true, but one of those stories is going to move a sweet puppy into a loving home twice as fast. I wasn't in the market for a pit bull. But guess what is snoring soundly on the floor under my desk at this very moment? The ultimate victim of bad marketing, bless her heart.
The moral of the story is that the right words will sell your product or service.
It is our job to identify the bias and the cultural preconceptions that your audience carries with them, and then tell your story as a hook that leverages those biases. We must also make it enticing to read, because that last sentence really wasn't, was it?
I don't imagine that you're selling pit bulls, but you do have a story. Your product, business or service certainly has a story. Your website, your brochure, bios, print and digital media, blogs, menus, social media or newsletters are a story waiting to be told. We do it all. Some might say that we are content providers. At Digital Decide, we are old fashioned. We call it storytelling.