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Stop Telling Your Story the Wrong Way | John Elbing | 1192
We all love a good story. But here is the twist. If you are the hero, you are doing it wrong.
In this conversation, I chatted with John Elbing, creator of the Story Building Method and author of a new book on the topic. We dug into the difference between storytelling and story building. It is not a play on words. It is a shift in perspective that can change how your marketing connects.
John believes storytelling has turned into a coat of paint. Hooks. Tricks. Presentation tips. All fine. But before you polish the story, you need to decide which story you are telling.
And here is the big idea. It is not your story. It is your customer’s.
A few takeaways you can use right away:
• Recognition comes first
Before someone cares what you do, they need to see themselves in your message. In your words. In your images. In the problems you describe. When they think, “That’s me,” you have their attention. Skip this step and they scroll right past you.
• Perception shapes your value
People want to quickly understand what you do and where you fit. If they cannot put you in a category, they get confused. And confused people do nothing. Be clear about what makes you different and why that difference matters.
• Projection closes the gap
Help them imagine life after they work with you. What changes? What feels easier? What problem goes away? When they can picture that future, they are already moving toward a yes.
One of my favorite examples John shared was about lawn care. You can say, “I mow lawns.” Or you can talk about the exhausted homeowner who wants to feel proud of her yard again. Same service. Completely different story.
That is the shift.
When you build your story around your customer’s aspirations, struggles, and trigger moments, your marketing feels less like a pitch and more like a conversation.
And that is when people lean in.
If your message is not landing, maybe it is time to stop being the hero and start being the guide.
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By Lorraine Ball
5
105105 ratings
We all love a good story. But here is the twist. If you are the hero, you are doing it wrong.
In this conversation, I chatted with John Elbing, creator of the Story Building Method and author of a new book on the topic. We dug into the difference between storytelling and story building. It is not a play on words. It is a shift in perspective that can change how your marketing connects.
John believes storytelling has turned into a coat of paint. Hooks. Tricks. Presentation tips. All fine. But before you polish the story, you need to decide which story you are telling.
And here is the big idea. It is not your story. It is your customer’s.
A few takeaways you can use right away:
• Recognition comes first
Before someone cares what you do, they need to see themselves in your message. In your words. In your images. In the problems you describe. When they think, “That’s me,” you have their attention. Skip this step and they scroll right past you.
• Perception shapes your value
People want to quickly understand what you do and where you fit. If they cannot put you in a category, they get confused. And confused people do nothing. Be clear about what makes you different and why that difference matters.
• Projection closes the gap
Help them imagine life after they work with you. What changes? What feels easier? What problem goes away? When they can picture that future, they are already moving toward a yes.
One of my favorite examples John shared was about lawn care. You can say, “I mow lawns.” Or you can talk about the exhausted homeowner who wants to feel proud of her yard again. Same service. Completely different story.
That is the shift.
When you build your story around your customer’s aspirations, struggles, and trigger moments, your marketing feels less like a pitch and more like a conversation.
And that is when people lean in.
If your message is not landing, maybe it is time to stop being the hero and start being the guide.
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