LinkedIn is full. Full of AI written posts and content. Full of people saying the same thing and adding AI as if it was going to seal the deal of the century.
Sorry to be negative, but I think that some usage of AI that I have seen is lazy, poor and damaging. AI should be used as a tool rather than an oracle. In the hands of skilled and experienced professionals it aids research and sharpens insights.
Storytelling should be more like an art or a craft. The ability to share insights and information should come from real-life experiences. Yes, of course, it’s possible to make stories up, but a true story always adds real depth. Stories stick in a way that AI does not. Experience is everything, as it identifies the bloggers and the shortcutters.
So what is the revolution I am talking about? True stories. Simply put.
You can share your services and tell people how great you are but the stories that stick are those that are told by the people that you have impacted.
I love a true story, that’s why I love podcasts. I love doing them. The Purpose People Podcast allows me to elevate other people’s journeys to inspire other people to go and write their story.
Client stories (case studies) are true stories around the impact that your company has managed to deliver. Storytelling is one of the most powerful ways to share information and the more life you bring to your stories, the deeper their impact.
The written form
If it’s not written down it doesn’t exist, but just because something is written down, that doesn’t necessarily make it true! It’s just the gateway for sharing a story. Even SEO content with links and backlinks is good, but writing to an algorithm to serve AI can leave you with a boring, robotic-sounding voice.
Compelling content sparks curiosity and conveys principles that could alter someone else’s life course. This kind of content can elevate a service when the benefits are clearly communicated and spark a conversation that delivers instant impact.
Compelling content is like the difference between a microwave meal and a home-cooked one. Or a fast food outlet and a restaurant. It just tastes better.
Unfortunately, written content on LinkedIn has gone “fast food”. Some so-called “authors” are no more than prompt pimps and they are draining people’s attention! People want to learn but this kind of content is stealing their attention rather than rewarding them with learning.
Marketing teams are making the huge mistake of replacing content writers with DIY GPT with the hope of “FOC”, then going “MIA” in their sector.
It is time for a revolution! Authors who have the skill to craft a story, with compelling content that is creative, branded and aligned to the values of a strong mission and clear vision.
The moving form
I cannot stress this enough. “Telling” only positions you, whereas “showing” wins. Showing rather than selling is a strategy I talk about often. I see companies who only speak “at” people as they pitch the company line.
There’s nothing wrong with showing people what you do, even if people steal your IP and pretend to be as purposeful as you are, or say they care as much as you do, when you get them in a long conversation (on a podcast for example), you’ll soon see how much they own these beliefs.
Some people would not be able to appear on a podcast, not because they have imposter syndrome, but because they have chameleon syndrome. They often change their message as they have no real identity of their own and when they finally stop changing colour you realise that they are plain (or plain ugly sometimes).
Our clients can carry a podcast because they own their beliefs. They are leading from a place of heart. Our role is to help them get that unique story across with the Purposeful tools that communicate a compelling narrative.
This doesn’t mean we make it up. Heaven forbid. We retell their story in such a way as to showcase the impact their product or service makes. The video does that well. AI can automate certain video-related tasks to make them quicker and easier (editing out the “us” and “ers” for example), but creative authenticity is the winning formula.
Filming on location and talking to real people just makes for a better experience. That’s brand and that’s what we do. It’s the difference between stock and taking stock. Being cheap or investing in a bigger picture.
Real video motion pictures make your product real to the audience. Photos capture attention but videos add realism to the experience which promotes the biggest step, a test drive, a taste and see, a try before you buy.
From podcasts to product videos, on location to interviews, the power of capturing footage is second to none!
The spoken form
You will engage further if you know the power of the stage. Theatrical actors learn to do a scene in one take rather than multiple takes and that makes for an authentic experience because they are literally in character for the whole event.
Public speaking makes you your brand ambassador. Although it strikes fear into the best of us, if you are a CEO or Business Leader, you have to make time for it and become better at it. Practice makes perfect and the more feedback you get, the more you’ll improve. There’s also plenty of coaching available on the subject! Speaking in public HAS to be one of your priorities.
1 minute can become 10, 10 can become 30 and 30 can become an hour. Speaking makes you authentic. Knowing your subject is 80% of confidence and if you don’t know it, invest more time in studying. The best speakers have spent hours thinking, creating and digesting thoughts to be able to formulate them publicly.
When you feel imposter syndrome coming over you, remember your wins and the impact you have created. And if you have neither to fall back on, then you probably are an imposter!
Going on podcasts is a great way to get started. Avoid using too many slides with too much info – people want to hear from you. Your slides should serve as meaningful anchor points, aiding the narrative rather than looking like your notes on a bigger screen!!!
The best way for someone to get a glimpse of your heart is through your words and I believe this part of being real is crucial. I have won our best and biggest opportunities through speaking on stage. In doing so I have found that the key to giving people value is with a parable, principle and a promise.
- Parable – your story
- Principle – the lesson
- Promise – the result
It’s so simple. Stories stick! So give your vision voice!
The business revolution is about being real. Telling true stories and embracing opportunities that transform the world at large.
Your story is everything, and with our Purpose Playbook, we’ll help you share it with confidence because it’s you! We find what fits for you to be you and your audience to find you.
AI might help up to speed up long processes and give insights, but when your brand is framed with a true story, you’ll go from good to great much faster!