Who cares? - People care about real people, not abstract companies. If you don’t talk about how people were affected, people will forget your story.
Boring – Sell the problem before the solution. A story needs conflict to give it meaning.
Flooding the buyer with facts – Instead of information overload, focus on only one main problem per story.
Irrelevance – What do you want the story to do? What does the buyer need to believe to buy your offering?
Repels instead of attracts – Instead of making the buyer the loser of your story, make him the winner.
Forgettable – If the buyer can’t picture what you’re saying, your story won’t be memorable.
Context – If you stick to the facts and skip the details, people won’t be able to place themselves into your story because it’s an abstract vs. a real place.
