Specifics Are More Believable Than Generalities

It's 2:37 a.m., you finally left work after completing a presentation you will be giving at noon. You are still downtown and were pulled over by an officer of the law for driving the wrong way up a one-way street. The officer asks, "What are you up to? Do you know why I pulled you over?" You say, "I've had a long day, I'm heading home. No, was I speeding?"

This vague answer can mean a variety of things to the officer. Maybe you got off at five, you've been at a bar and you are now heading home?

What if your response were, "Good Morning officer, my name is James Allen Smith. My friends call me Jimmy. I am an architect apprentice at Levy Brothers Architectural Firm over on 15th and Main. I just completed my first project for Wilson Home Builders. I am very excited, because I will be presenting it to Matt Wilson over lunch at PF Changs today at 11:45. I live with my parents, William and Susie Smith. Our address is 1227 Old Valley Road. That's in the neighborhood right behind the Northpark Mall. At first I didn't know why I was pulled over, but I now see my car is going the wrong direction on this road. I thought I was turning on to 12th street, this must be 11th. Here is my driver's license and All State proof of insurance."

In most cases the police officer will help you get your car turned around and leave you with a warning.

For writers and story tellers details are important, because the audience can only attach their associative memories to your details. If I say, "My grandfather drove a Ford." No images pop into your mind form your past. If I say, "My Grandfather's drove a tan and chrome Sherman tank, a 1964 Ford Galaxy 500. You could seat seven third graders in the back seat; fishing poles, tackle boxes, a cooler and lawn chairs in the trunk with room to spare." Even if you don't know what a Ford Galaxy 500 is, you have your own experiences with big old cars and they cause images to flood your mind and bring up memories of the past.

If you allow the listener to have associative memories, you allow them to be more a part of your story. At the end of the day they care more about themselves than they do you.

WIIFM?

What's In It For Me? Is what we are all asking.