013 An intro to narrative design 7. Scrap feature lists (or place them lower down) Lists or matrices are a nifty way to outline key features, but the reality is that prospects care more about why they need to pick your product than its features. Instead of putting the onus on other people to work out where your value lies, tell them yourself. This’ll help you differentiate yourself from other products on the market and convert more customers. 8. Keep your story consistent Consistency is key and repetition makes you memorable. By this, we mean keep your core message the same whether it’s being used in a paid social ad, blog post, webinar, or event. If you start mixing it up it’ll get diluted, lose its impact, and fail its objective. 9. Never stop learning This might sound contradictory to point eight - but bear with us. Just because something’s working, doesn’t mean it can’t be improved. Therefore, see your story as a continual work in progress… and if it’s not working at all, don’t be afraid to shake things up. Here’re a few tips to help with this one: • To see which parts of your story are successful (and which aren’t), speak to the people that matter. Ask for their feedback and if you spot any trends, weave them into your next version. • If you’re making any re昀椀nements consider rolling them out as an A/B test 昀椀rst. That way, you can measure which version works best before potentially pushing a less effective story out. • When you’re tweaking and testing, remember to experiment with different aspects, like the words and images you use, the channels you share them on, and the type of asset (i.e. video, audio, blog, etc.). • Always keep in mind that although your product might not have changed, people’s preferences, behaviors, and attitudes might’ve, and this could have a knock-on effect.