The ideas talked and written about today are mostly ideas that are cliché, banal and overused.
How many times have you read someone say, “You have to fail in order to succeed.”
How many times have you heard a motivational speaker say, “Never give up,” or heard a relationship counselor recommend that communication is the secret to a long and happy marriage?
There’s truth to all these ideas, but when you’ve heard the same ideas packaged and delivered in the same unoriginal way time and time again, they lose it’s ability to inspire and to get people to think differently.
In order to tell a great story that inspires, you need to understand the brain that’s going to hear that story.
Recent research on brain function shows that when we encounter something for the first time, we compare it to what we already know. If it’s not new, we ignore it.
In a world where there are too many choices and not enough time, our natural inclination is to ignore most of it.
As it turns out, it’s because of the way we’re wired.
According to John Medina, a developmental molecular biologist at the University of Washington School of Medicine, people have an insatiable desire to seek, to learn, and to discover things that are new.
To a high degree, the human brain seeks out novelty and ignores common sense and unoriginality.
Seth Godin, who is a popular blogger and marketer, has made a career around spreading new ideas.
In his book “Purple Cow,” Godin says that delivering the same overused information in the same unoriginal way will fail to get you noticed every time.
In his Ted Talk on the same idea, Godin says,
“My parable here is you’re driving down the road and you see a cow, and you keep driving because you’ve seen cows before. Cows are invisible. Cows are boring. Who’s going to stop and pull over and say – oh, look, a cow. Nobody. But if the cow was purple, you’d notice it for a while. I mean, if all cows were purple you’d get bored with those too. The thing that’s going to decide what gets talked about, what gets done, what gets changed, what gets purchased, what gets built, is: is it remarkable? And “remarkable” is a really cool word because we think it just means neat, but it also means – worth making a remark about.”
Every day, 150,000 new websites are built and 2 million new blog posts are published, which means in order to make an impression, you need to do something that stands out from everyone else.
Your audience, the people who listen to you, craves knowledge, even if they only have a mild interest in the topic that you are talking about.
If you are able to relate your topic to your audience by teaching them something new they can use in their daily lives, you’ll hook them every time.