Seth Godin is an inspirational guy on any day. But his blog post today hit a nerve. It was one line that encouraged me to write: “Proof is only useful if it leads to belief.”
His post made me think of the messaging and storytelling sessions I’ve had with clients over the last 27 years of being in the public relations business. This is what I hear (often):
- “But, the science proves they [insert nemesis of choice] are wrong!”
- “Look at these statistics!”
- “Those aren’t the facts. [Insert spreadsheet] are the facts.”
Instead of layering in those facts that you believe are so compelling — and therefore must be swaying people — know this: You can come armed with all your data crunchers, spreadsheets, experts and star witnesses, but that doesn’t mean whoever you are trying to influence believes you. They might stop arguing. But, that neutralizes the conversation at best. It doesn’t necessarily convert them into customers, advocates or allies.
This is why we urge organizations and professionals to incorporate storytelling into their communications mix. Storytelling puts those proof points into context. A straight fact may seem it’s better than any statement dripping with opinion, emotion and fun. But, if your proof point is so far afield of what they are hearing elsewhere, expect some disbelief.
Next time you are trying to influence someone, ask yourself this question instead: Will they believe what this piece of data says? If the answer is maybe not, there is more work to do.