I had a chance to listen to the speech of Scott McCain, the author of the book “What Your Customers Really Want”. Very engaging speaker. He expressed a great point that I wanted to share. We all hear about the elevator speech and short story that we need to tell our customers (I even blogged on it here). However, we sometimes forget about the “High Concept” of the story structure. If we think of our business story as a movie we are going to shoot, it makes it easier to construct a powerful piece. Just 3 simple things can help us communicate better with our audience and thus be more successful in our demand generation efforts:
Act One: Introduce the characters and the conflict.
Act Two: Tell about the various ways those characters try to solve the above-mentioned conflict.
Act Three: Provide the heroic resolution.
The three basic steps that can help us create a compelling story are good to keep in mind. Just imagine, you are shooting a new blockbuster movie about your product/service/program. What would you do, how the plot will unwide?
The more I learn, the more simplified versions of the same concepts I value!