This is not a blog about politics, but I’m about to make what some will interpret as a political statement. I’m very happy the United States now has the Affordable Care Act (aka Obamacare). I watched the entire process of making it happen unfold a few years ago. Sure it was messy, but as of this week, there are over 8 million more people who now have health insurance (and are seeing medical professionals for the first time). 

And while the law is clearly imperfect - and will go through revisions over time - it is helping people I know, address their health concerns in a way they were unable to before, because of pre-existing conditions that wouldn’t have allowed them to get insurance.

One of these people is a man named David Sharpe. David has become a major influence on my life, and the lives of hundreds of thousands of others.  A former drug addict, he went on to break with his addiction and achieve great personal and financial success, including becoming the co-founder of a company I’m associated with called Empower Network. 

Recently, David announced that he was suffering from an illness that he likely contracted during his drug addicted years, and yesterday decided to step down from his high profile role with his company to focus on his health. 

David, in a blog post from early March, 2014 told the story of how he had been aware of his condition but had put off treating it.  Here’s, in part, what he wrote:

“…So I am (finally) because I was able to get insurance since of the recent health bill went into effect which made it possible for someone with a “pre-existing” condition to get approved, and because I’m ready to face two of my biggest fears, which are:

“1) Going through treatment for the virus and dealing with the chance I might not clear it, as well as any side effects of the treatment.

“2) Publicly sharing I have Hepatitis-C and becoming vulnerable to all the possible judgement and stigma that comes along with having a virus that could become terminal if I don’t treat it.”

Now here is the lesson - his story (and other similar stories of people on the road to triumph) is inspiring and compelling. It probably will have a positive impact on the way some people will think about the new Federal health laws. But not everyone.

Seth Godin refers to this issue by explaining that different people have different worldviews. That is to say that some of us were pre-conditioned to like the Affordable Care Act while some of us will never support it, no matter how many compelling stories we hear. 

 

So it really comes down to this for marketers. Using stories can be very compelling, but the story will not resonate with everyone… nor should you try to make it do so. By identifying the audience with the specific worldview you are trying to reach, and speaking ONLY to them, your marketing will be far more compelling and far more effective. I learned this concept from reading Seth Godin. I learn how to do it by listening to David Sharpe.

Originally posted at http://www.baeronmarketing.com/blog/how-compelling-stories-sell-sometimes