Why STORIES Are Sticky
Funny how seductive context can become. I own an amazing TIGER of a bicycle, a Specialized Roubaix  SL2, purchased after Martin's Ride To Cure Cancer and ridden less than ten times.

This extraordinary bicycle deserves a new and better home since my cross Canada trip feels doubtful. I added this beautiful monster to Story of Cancer's eBay store a few days ago: http://r.ebay.com/goXfcT .

The interesting part of the #Internetmarketing story is how I listed the SL2 first. Trying to understand what "works" on eBay I put in facts, figures and technical details. BORING and not STICKY.

I'm an #Internetmarketer with at least 50 posts about the need to tell great stories on my more than 4 blogs. Why would I APE an environment? Because when in doubt we look around and conform.

Teams I've managed made over $30M online and not ONE TIME did we make money by conforming. We may have marked a competitor in the same way lions spray territory, but we made money because we took risks, developed experience-based values and did what we knew to be TRUE regardless of if it was in fashion or not.

I know #storytelling is the new #SEO . I've preached, presented and Slideshared the importance of stories and storytelling yet the first thing I do is explain the FACTS of a bicycle like this.


Facts aren't JUST boring they can be limiting, judgmental and boring. We don't BUY something because of the facts. We buy a $2,000 bicycle because it THRILLS us and we really want a $10K bike but can't sell the concept to our inner self or significant others.

So I converted "Specialized Roubaix SL2" to "Black Mamba". Some would say using a deadly snake to describe a bicycle is nuts. Black Mamba describes the swift DANGER of this bicycle. In new copy on eBay I shared how a bicycle like this can save your life.

How can a bicycle save your life?

This bicycle's frame is so responsive and true taking corners at 55MPH is something even "duffers" like me can experience and live to tell the story. Why call a bicycle than can "save life" a "Black Mamba".

Most know Black Mambas are deadly snakes. To be that deadly Mambas also have to be GREAT at being snakes. By playing on the analogy attention is gained while a reader's curiosity engine is fully started.

Once the Black Mamba hook is set coming back with an explanation that goes almost opposite to the hook makes the analogy STICKY. Made To Stick, one of the most important #internetmarketing   Books, says build NEW things on a firm foundation of KNOWN things. Building NEW on OLD and UNDERSTOOD reduces #shockofthenew reactions (fight or flight).

I like to find great analogies and then figure out how to work them into the picture. In the case of the Black Mamba the analogy is so strong, its ability to get attention so great, that is is worth the tension it creates.

The lesson is to NEVER let CONTEXT dictate process. Ebay surely has many new rules I don't begin to understand yet, but telling a better story is always a good idea  if ONLY because as long as people buy with emotion and justify with logic STORIES will be the KEY skill no matter what you sell and no matter where.

How can a Black Mamba help cure cancer? Another story for another time :). M
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