Written by: Vickie Sullivan | August 27, 2020
Want to Stand Out? Tell Cool Secrets
A lot of us use success stories to make a broader point in blog posts and speeches. Unfortunately, the popularity of this technique has reduced the effectiveness of the “lessons learned” angle. But there is an interesting way to stand out: Use these stories as bait. Capture people’s attention, then tell cool secrets and behind-the-scenes anecdotes about the stories.
Check out this Fast Company article from May about the rise of John Krasinski’s Some Good News project. Key quote: “But what’s been missing from the story is that the success of Some Good News has been a family affair, a distributed one that extends well beyond Krasinski’s wife and children.”
The Trojan Horse Strategy
Using a success story to highlight something behind the scenes is what I call the “Trojan Horse” strategy. This powerful idea works in two ways:
• It leverages awareness to tell cool secrets: It’s more fascinating to get the inside scoop on something everyone knows as a runaway hit. Notice how quickly the author moves on, though, to the bigger theme: how the team came together. This pivot paves the way for more intrigue than the typical “rah, rah, what happened right” approach.
Listen: Two Ways to Make Trojan Horses More Intriguing
• It provides innovation and inspiration: This article quickly moves past the obvious, such as the star factor and the humble beginnings, and focuses on the platform that brought everyone together. In doing so, the article showcases that innovation and the “anyone can do this” inspiration. Focusing on what’s really needed for a “Do-It-Yourself”-looking show also ups the handiness factor.
Success stories are fun to tell. They make us look good. But there comes a point when what got attention before doesn’t stand out anymore. Instead of focusing on lessons learned, drill down and ask yourself, “What’s the inside scoop here?” Because telling cool secrets always gets attention.
Now Read This:
- How to Position Your Past Accomplishments
- Your Position of Power: Packaging Your Expertise for High-Fee Markets