“The suspense is terrible, I hope it will last.” Oscar Wilde.
Your storytelling – your marketing efforts – must embrace uncertainty. It is a fundamental part of the story. Will the boy get the girl? Is this cream going to get rid of my acne? Will our new software increase productivity?
Uncertainty creates tension.
Your target market – the audience for your story – doesn’t know how this is all going to turn out. Meet them at this point of uncertainty. If your storytelling is compelling, they will become invested in that tension. They will crave the release that comes from finding out how the story ends.
Embrace that uncertainty. Even if you are uncertain yourself. Make a promise and live it. Invite your tribe to join you in that journey. You will gain attention. And, if you keep your promise, you will build trust. With trust comes the opportunity to make more change happen.
On 9/11 St. Nicholas Greek Orthodox church in New York was demolished when the World Trade Center towers collapsed. It was the only other building to be completely destroyed as a result of the terrorist attacks. Rebuilding the church, which include plans for a national shrine to the memory of those lost, stalled a few years ago due to lack of funding and amidst controversy of financial mismanagement.
In the shadow of that uncertainty the recently elected primate of the Greek Orthodox Archdiocese of America -- Archbishop Elpidophoros – announced that the church and shrine would open on September 11, 2021, the 20th anniversary of 9/11.
His Eminence Elpidophoros has embraced uncertainty. There is tension.
And awareness of this tension is increasing. Recently, New York Governor Andrew Cuomo joined the Archbishop to announce that construction will again resume.
That is bold storytelling. It has created a platform for carrying hope. We are all eager to find out how this story ends.
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