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Everybody loves a remarkable story.

The difference between an average story and a remarkable one is the amount of imagination that is captured.

Remarkable stories take your buyers somewhere new.

Remarkable stories aren’t always factual, but they are always consistent.

Buyers have a tough time working out if the hero was called Barry or Brian but they’re very good at sniffing out inconsistencies in how the story starts and ends.

Remarkable stories build trust.

In a world where nobody trusts anyone anymore stories are an increasingly powerful weapon of mass attention. We don’t trust the news. We don’t trust vaccine manufacturers. We don’t trust salespeople… unless they tell a remarkable story.

Remarkable stories don’t require high production values, slide decks or a conference room.

Either the buyer is eager to listen, or they’re not.

Remarkable stories are never aimed at an entire market.

What is remarkable to you isn’t remarkable to me. When you dumb down a story to make it fit for many, it becomes average to all. The most remarkable stories match the world view of a tiny audience and then the tiny audience amplifies it on your behalf.

Finally. remarkable stories don’t teach buyers anything new.

Instead, the very best stories agree with what the buyer already believes and makes them feel smart. The more secure you can make the buyer feel with your stories, the more likely they will be to buy your product.