Being Remarkable · Branding · Marketing

Confusing the facts with the story

Perhaps you believe that people are rational and that when faced with compelling data, logically presented, they will inevitably move toward your way of thinking.

Perhaps you think that facts are all that should matter, that facts magically rise above mere opinion or prevailing sentiment, that facts are morally superior to emotion.

Perhaps when your argument isn’t carrying the day, when your marketing isn’t getting the traction you want, your default is to pile on more data and shout it a bit louder–and, ideally, PowerPoint would be involved.

But as noted marketing strategist David Byrne reminds us

Facts are simple and facts are straight
Facts are lazy and facts are late
Facts all come with points of view
Facts don’t do what I want them to.

Of course it’s important to have facts, logic and integrity on our side.

But as long as we’re trying to persuade actual human beings, it’s the story that gets our attention, that trumps the details.

Ultimately, it’s the story that we remember, that evokes our feelings, that connects us and moves us toward action.

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