Dear Farillio member,
On 16th March 2021, you asked our excellent expert Louis Grenier on the Go Far Fast Show:
“I keep being told I need ‘a brand story’ or a personal story to help me to stand out and persuade people about my business. But I’m totally stuck. Can you help? Is it essential to have these kinds of stories?”
And Louis said:
Be mighty always, Farillio
“This is mostly bs. The reason it's bs is that you can't radically stand out or be noticed with just a message or a different story. If you have an average product that you sell to everyone, you don't know why you're better – you're just average things for average people. You have the same features as everyone else and you have no chance to stand out. To really stand out, the formula is to become the only solution in a specific category for a specific group of people. Once you know that, the story you tell is 'simple', but not easy. It's simple to understand, you need to truly tell them 'Hey, this is the problem you're facing, I know how you feel, we are here to help you, we are the guide, this is my call to action to you, this is what you should do'. Hopefully, this will prevent you from failing and you'll succeed. Ultimately, once you have a good product to sell to a group of people you understand in a specific category, the story writes itself, but frankly, the story itself is never going to cut it.”
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