If a parent looks at the facts
alone,
she would definitely vaccinate
her child.
In 1952,
for example,
there were 58,000 cases
of Polio
in the US.
3,145 of those people
died.
21,269 were left with
mild to disabling paralysis.
In 1994,
the US was declared
Polio-free.
That was 100%
due to vaccines.
Vaccines don’t have a fact issue.
They have a story issue.
When faced with the facts
vs a story of how little Timmy
got vaccinated
and the next day
showed signs of autism,
the average human, unfortunately,
will weigh the story more heavily.
Facts are sterile, logical.
Stories are personal
and hold emotion.
“When there’s simply data,
it’s all noise.
It’s impossible
for a human being
to absorb data
without a narrative.
Once we figure out
how to turn
your features
and ideas
and benefits
and effort
into a story, though,
it becomes information.
And then we can act on it.”
Vaccines have a story problem.
If your product/service
isn’t selling,
I suspect you have
a story problem also.
And we can all improve
our stories.
Work on crafting and perfecting
your story.
Hit ’em in the feelz,
as Romance Writers often say.