The Power of Story Telling

Another amazing thing that works well is storytelling, but only if your contact seems friendly, receptive, and has the time to listen. You can usually tell when somebody is busy or not interested and just wants to get off the phone. If they are one of the best story tellers I’ve come across is my friend Ian Brodie in the U.K. He specializes in helping companies rejuvenate their marketing strategies. Following is one of his stories.

“I picked up some new glasses today!

I’d been wearing essentially the same pair of glasses for 6 years (I lost the first pair when they were blown off my head in a storm in Utrecht, but that’s a story for another day).

I knew the prescription was bound to be out of date. But those glasses felt comfortable. I liked the way I looked in them. I’d got used to the way they felt. They were like a part of me.

But my eyesight slowly deteriorated over the years. Recently I found I couldn’t read the emails on my iPhone unless I set it to large text, so I knew I had to do something.

As I was getting my eyes tested last week the optician did the usual thing where she flipped various different lenses in front of my eyes and asked me how well I could see an eye chart with each one. After a while she flipped in a set of lenses where everything was fuzzy.

“That’s awful” I said.

“That’s your current prescription” she replied. Definitely time for a change.

So I have my new glasses now, Varifocals. They’re going to take a bit of getting used to but already I can actually read the instructions on pill bottles and the ingredients and cooking instructions on food.

I’ve been struggling with my eyesight for years now, essentially because I’d gotten comfortable with my old glasses and was overlooking the gradual deterioration in my vision.

We get that in our marketing too. We find something that works for us that we feel comfortable with and we keep at it.

That’s the most sensible strategy initially. We build up our skills and get good at that particular form of marketing but eventually, of course, the world changes and the things that used to work don’t work so well any more.

They don’t stop working overnight. Like my eyesight it’s a gradual decline. And because we’re comfortable with those methods we often willfully overlook the decline. We put it down to other temporary factors like the economy. But there comes a time when that decline has a real impact. The marketing equivalent of not being able to read your emails is probably simply not getting enough new clients in the door.

At that point, (preferably well before), you need a new pair of glasses. A new way of getting new business that works right now.“ For more information about Ian Brodie you can visit him at , and for more about new business development please fill out the form on this web site