Are You Making Customers Thirsty?

“Marketing is no longer about the stuff you make but about the stories you tell.” – Seth Godin

“Wow!”

“Is everyone okay?”

“I was so curious to hear what happened…”

Last Friday, I shared a post that was a story about a car accident. It was filled with emotional imagery and had no conclusion. In the post, I did not indicate that the story was fictional.

In case you did not see the post, here is the story.

Mandy was driving along a winding road in the early morning twilight.

Worried about the downsizing going on at work, she was only half focused on driving.

Suddenly, from out of nowhere, a child ran into the road!

Brought immediately out of her state of semi-awareness, she quickly swerved to avoid the child.

And, she lost control of the vehicle!

Tires squealing. Fast approaching tree.

It all seemed to be happening in slow motion.

Then, WHAM! The car slammed into and skidded along the guardrail until, mercifully, it finally stopped.

Shaking and bruised, she took a deep breath for the first time since the child appeared.

Then a terrifying thought leaped into her mind,

'OMG, did I hit that kid?!'

She looked back with trepidation.

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The comments above that open this article were among the responses to the emotion filled and incomplete story. In the comments section, I did let people off the hook. I let them know that the story was fictional.

But, I purposefully did not say that in the body of the post because I wanted authentic reactions.

WHY would I do that to people?

Was I just being a jerk?

It was for this Edition of the Newsletter. Allow me to explain?

A person who has been wandering along a hot, dusty road for hours needs a drink.

In the same vein, humans have a thirst for closure which MUST be quenched. This is why good authors leave you hanging at the end of chapters in a book.

MANY television shows leave unresolved drama at the end of episodes for the same reason.

It is also why the middle chapter in the initial Star Wars Triology, The Empire Strikes Back, had no real ending and left many issues unresolved.

It’s called opening a story loop.

And, as author of the phenomenal book, Building A Storybrand, Donald Miller says, “The opening and closing of loops is a magnetic force that drives much of human behavior.” He goes on to say, “Feeling cold is the opening of a loop and shelter is its closing. Hunger is the opening of a loop and a sandwich is its closing.”

But, how can this benefit you in business?

Use this in a marketing campaign.

Run a story-based campaign that is comprised of more than one chapter. It must be emotion-laden and, with the initial chapter(s), leaves the viewer hanging.

By doing this, when each subsequent chapter of the story is released those who have seen the previous parts will immediately reconnect with the story's emotional tone.

Turn this story into an interactive, two-way conversation.?

If you really want to maximize viewer involvement in your campaign, give viewers the opportunity to finish the story.

Naturally, I have a vision of how to finish the ‘Mandy’s Accident’ story.

But, in my opinion, it would be more interesting to see how YOU would finish the story.

• What do you think Mandy saw when she looked back?
• IS everyone okay?
• What happened next?

Please share your thoughts on how you would close the story loop in the comments.

_____________________

Need my help in writing a compelling story that will amplify awareness for your brand?

Want me to apply my Knowledge, Experience and Imagination to developing ideas and strategies that will drive profits for your organization?

PM me

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About?Bob Sager

The Founder of?SpearPoint Solutions, Bob’s professional background includes over three decades of experience in sales, leadership and training. Combined with creative thinking, he uses that experience to develop business strategies that help organizations increase sales and margins. Additionally, Bob facilitates training on methods of thinking more creatively that organizations can practically apply to all aspects of their business so they can thrive in the modern?economy.?