Ever wonder what sells products these days? Is it the features and benefits, the buyer’s needs, the price?

It’s none of the above.

What sells products these days is the stories that resonates with us, the stories we choose to believe.

Entrerpreneurs succeed when they tell us a story that aligns with our view of the world, stories to which we respond intuitively and want to share with our friends.

Entrepreneurs are merely the tellers of stories that consumers choose to believe. We, as consumers, are more likely to lie to ourselves about what we should wear, what we should watch at the movies, or where we should live, the consumer choices we make on a daily basis.

Successful entrepreneurs tell stories, and when they do so in a compelling manner, when they tell stories that resonates with us customers, we believe them.

We believe a R1,800,000 Porsche is infinitely preferable to a R360,000 Volkswagen that’s made in the same factory, and we are convinced that a pair of R1,250 Nike Air sneakers will make our feet feel better and make us look cooler than the R250 brand. We believe it and that makes it true, at least for us.

Truly great stories succeed because they are able to capture the imagination of large or important audiences.

The truth is elusive. No one knows the whole truth about anything. We certainly don’t know the truth about the things we buy and recommend and use.

What we do know (and what we talk about) is our story: Our story about why we use, recommend, or are loyal to you and your products. Our story about the origin and the impact and the value of what we buy.

Entrepreneurship is about storytelling, marketing is about storytelling. The story of your product, built into your product. The advert might be part of it, the copy might be part of it, but mostly, your product and your service and your people are all part of the story.

If your story is not compelling and authentic, we will not connect with you and ultimately will not buy your products.

Everyone has a story worth telling. We are all characters in a story, the question is in what story do you live. Are you creating and telling your story, or are you an extra in someone else’s story? 

Tell your story, tell it on purpose. Sfunukwazi, we want to know.


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