The Power Of The Parable
“My personal story sucks. I don’t even have a brand story because I don't have any massive hardships like him. I haven't had any huge successes like her—I mean, I just haven't done anything THAT interesting. So what am I supposed to talk about?”
This you, my friend? We've all thought it at one point when someone asks what you do. The comparison fatigue sets in, you start wilting under the pressure, swirling with the belief that what you're doing doesn't matter. Mrr mrr mrrr.
Now, I could spend this post coaching you on how your story matters, that we're all unique, and that the most hum-drum moments are the ones everyone can relate to, therefore they're more powerful, etcetera. But, you've heard that speech before.
For now, I'm going to let you keep your (though faulty) beliefs for a minute and give you a real solution for when you're in a pinch, you need to share what you do, and you need it to be damn effective because you're a). trying to get a customer, b). trying to land a partnership, c). trying to expand your reach, or connect with and impact others, d). trying to get people to understand what you do, and why it matters, or e). practicing being the CEO of your damn life!
Enter the power of the parable.
According to Wikipedia, a parable is a succinct, didactic story, in prose or verse, that illustrates one or more instructive lessons or principles.
For argument's sake, let's just say your story does suck. A parable is a fabricated story that acts as an analogy to what you do, but uses a metaphorical reference that people know and trust to be true. So, this made up story gives you the opportunity to wrap your own story in a cloak of something people more fully understand. It provides clarity, and a “it's kind of like" bridge between what people know intrinsically, and what you do.
In other words, a parable is your get out of jail free card, and can help get potential customers across the chasm quickly between not understanding what you do, and becoming a full-hearted advocate. Want to give it a go? Try these quick tips:
Tip #1 | Oversimplify
Don't get fancy with your parable. Make it short, illustrative of what you do, and have a point at the end.
Tip #2 | Make The Connection
Apply this story to the problem your customer is facing so they understand what pain you're solving and why you matter.
Tip #3 | Use Commonplace Metaphors
Lean on stories, feelings, experiences that are so common that it is almost impossible for people to be confused.
Tip #4 | Be Creative
Using commonplace metaphors does not give you license to be boring. Be creative, punch up these parables to elicit an emotional reaction—funny, sad, scary, intimidating, relieving, etc.
Ok! The powerful parable. Use them frequently, and please share! I love learning how you, my community, use these tips, so tag us (@rawstrategy) on IG, FB, Twitter, or LinkedIn, and use the hashtag #thepoweroftheparable.
