Because Margo Aaron (I’m a huge fan, you should subscribe to her newsletter now!) said you should, if you want to be a good marketer.
In this article (https://lnkd.in/dqZKHdhw), she gave a great example. If someone says “𝗜 𝘁𝗿𝘆 𝘁𝗼 𝗰𝗼𝗼𝗸 𝟯𝘅 𝗮 𝘄𝗲𝗲𝗸. 𝗜 𝗷𝘂𝘀𝘁 𝗱𝗼𝗻’𝘁 𝗵𝗮𝘃𝗲 𝘁𝗶𝗺𝗲”, what does it mean?
👉 Are they busy and really want to eat healthy?
👉 Or cooking is not their priority (and they don’t give AF), but they’re feeling guilty about ordering take out?
These are two very different messages. The first one is about “being convenient and healthier”, the second one is about reducing how guilty they feel.
Let me give you another example. My friend Albin and I both have running shoes. Well, I only have one pair of running shoes whereas he has 4 or 5 different pairs. But if we enter a shop together to buy a new pair, our stories will be completely different.
💪 His story is “𝘐 𝘢𝘮 𝘢 𝘴𝘱𝘰𝘳𝘵𝘺 𝘱𝘦𝘳𝘴𝘰𝘯, 𝘐 𝘩𝘢𝘷𝘦 𝘣𝘦𝘦𝘯 𝘱𝘭𝘢𝘺𝘪𝘯𝘨 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵 𝘴𝘱𝘰𝘳𝘵𝘴 𝘴𝘪𝘯𝘤𝘦 𝘐 𝘸𝘢𝘴 𝘺𝘰𝘶𝘯𝘨. 𝘐 𝘯𝘦𝘦𝘥 𝘢 𝘱𝘢𝘪𝘳 𝘰𝘧 𝘳𝘶𝘯𝘯𝘪𝘯𝘨 𝘴𝘩𝘰𝘦𝘴 𝘧𝘰𝘳 𝘢𝘭𝘭 𝘵𝘺𝘱𝘦𝘴 𝘰𝘧 𝘵𝘦𝘳𝘳𝘢𝘪𝘯. 𝘐 𝘭𝘪𝘬𝘦 𝘳𝘶𝘯𝘯𝘪𝘯𝘨, 𝘢𝘯𝘥 𝘐 𝘧𝘦𝘦𝘭 𝘣𝘦𝘵𝘵𝘦𝘳 𝘢𝘧𝘵𝘦𝘳 𝘢 𝘨𝘰𝘰𝘥 𝘴𝘦𝘴𝘴𝘪𝘰𝘯. 𝘐 𝘭𝘪𝘬𝘦 𝘵𝘰 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦 𝘮𝘺𝘴𝘦𝘭𝘧.”
😤 My story is “𝘐 𝘴𝘵𝘢𝘳𝘵𝘦𝘥 𝘳𝘶𝘯𝘯𝘪𝘯𝘨 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘮𝘺 𝘧𝘳𝘪𝘦𝘯𝘥𝘴 𝘸𝘦𝘳𝘦 𝘤𝘩𝘰𝘰𝘴𝘪𝘯𝘨 𝘩𝘪𝘬𝘦𝘴 𝘵𝘩𝘢𝘵 𝘸𝘦𝘳𝘦 𝘵𝘰𝘰 𝘥𝘪𝘧𝘧𝘪𝘤𝘶𝘭𝘵 𝘧𝘰𝘳 𝘮𝘦 𝘢𝘯𝘥 𝘐 𝘤𝘰𝘶𝘭𝘥𝘯’𝘵 𝘬𝘦𝘦𝘱 𝘶𝘱. 𝘐 𝘭𝘰𝘷𝘦 𝘣𝘦𝘪𝘯𝘨 𝘸𝘪𝘵𝘩 𝘮𝘺 𝘧𝘳𝘪𝘦𝘯𝘥𝘴 𝘣𝘶𝘵 𝘪𝘵 𝘸𝘢𝘴 𝘴𝘰 𝘱𝘢𝘪𝘯𝘧𝘶𝘭. 𝘐 𝘸𝘢𝘴 𝘵𝘪𝘳𝘦𝘥 𝘰𝘧 𝘣𝘦𝘪𝘯𝘨 𝘢 𝘭𝘰𝘴𝘦𝘳, 𝘴𝘰 𝘐 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘵𝘰 𝘪𝘮𝘱𝘳𝘰𝘷𝘦 𝘮𝘺 𝘧𝘪𝘵𝘯𝘦𝘴𝘴. 𝘐 𝘥𝘰𝘯’𝘵 𝘱𝘢𝘳𝘵𝘪𝘤𝘶𝘭𝘢𝘳𝘭𝘺 𝘭𝘪𝘬𝘦 𝘳𝘶𝘯𝘯𝘪𝘯𝘨, 𝘣𝘶𝘵 𝘪𝘵’𝘴 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘤𝘰𝘯𝘷𝘦𝘯𝘪𝘦𝘯𝘵 𝘢𝘯𝘥 𝘤𝘩𝘦𝘢𝘱𝘦𝘴𝘵 𝘸𝘢𝘺 𝘵𝘰 𝘨𝘦𝘵 𝘢𝘤𝘵𝘪𝘷𝘦.”
Once again, these are two very different messages. But at the end of the day, we both want to buy running shoes.