There’s a quirky TV show I like so much, I’ve slapped it onto my ‘WATCH ASAP’ list for each new episode.
It’s called ‘The Good Place’.
The main character, Eleanor, wakes up to find she’s dead.
But that’s okay, because she’s ended up in The Good Place.
(Imagine a generic heaven. A place that tiptoes around commitment to ANY religious denomination.)
((Also, you can’t swear there. The Good Place autocorrects what you say. You hear a lot of ‘forks’ and ’bullshirts’ in this show. I find it hilarious.))
The Good Place is an exclusive club. A utopia.
Only the very best people on earth end up there.
Everyone else gets dropped into The Bad Place.
And that worries Eleanor. She realises she’s in The Good Place because of an admin error.
Eleanor is not a good person. She doesn’t deserve The Good Place. She knows this. So Eleanor needs to figure out what to do. While she avoids getting found out.
That’s where her story (and TV show) kicks off.
And I’ve watched it ever since.
The show creators gripped my attention. Through using a simple storytelling principle.
That principle is what hooks viewers like me onto The Good Place, and can hook people to your business’s brand.
Eleanor is interesting BECAUSE she sticks out from the people around her.
She’s the BAD person in a sea of GOOD people.
Fans like me want to see how that contrast plays out.
That’s what the TV show promises us.
(And let me tell you, it keeps delivering. Each season introduces more contrasts that glue my eyeballs to the screen.)
People don’t care about the normal duckling that fits in…
… people want to hear what happens to the UGLY duckling.
People don’t care about Dasher the normal-nosed reindeer…
… they want to know what happens to Rudolph the RED-nosed reindeer.
So let me ask:
– How does YOUR business contrast?
– What makes it stick out from the competition?
– What hooks your prospect into wanting to know more?
All are questions that will help you with your branding.
One more thing before you ask yourself those questions…
As you can see in the above examples of Eleanor, Rudolph, and the Ugly Duckling, sticking out is not always about being the best.
In fact, to get attention…
You don’t have to stick out by being more amazing than everyone else…
… you just have to stick out.