By Scott Decker

Tell us the remarkable story behind the picture


At gatherings, events, sales calls and simple conversations, I find that the best question to ask is, how did that happen? How did you become a gardener? How did you two meet? Why did you start your company? How did your company become so successful? So many people can tell you tips and tricks and other bits, but I want to know the stories, the excitement, the down, the up and the whole roller coaster ride that makes something happen. I loved the musical “Wicked” because it told the story of how the witch became the Wicked Witch. Suddenly that person became real, and you cared for her and you had a whole different view of the Oz world. That is exciting! The people enjoyed it because it was a side of the story never discussed.

So, how does that apply here? We mark today as the day that we will be telling stories. Not the facts and figures of data, but the story as to why or how. We start with this post from Buffer Words and Phrases that Convert. I have read and referenced this so many times, while totally ignoring why I know that what data it gives is true. Why do words like “New”, “Free”, “You”, “Because” work? Yeah, great, I see that they do, but why? Heck, Buffer even goes into this here Which words matter and attribute it mostly to how the other person feels when reading the words. That is true, the words you use have an impact on someone. However, as I learned a long time ago in theatre, you can say the same word in multiple ways and mean multiple different things. We had to use the word “Yes” and convey anger, happiness, sadness and many other emotions. The word had meaning, but the person who said it had to have the meaning first. It was also a lot of fun seeing a bunch of college actors yelling the word “Yes” to convey anger or happiness!

That brings us to this post and what we are writing today. The reason why I ask “How” or “Why” is because I really do care. When on a call with a client, I truly want to know the issues they are facing. In those moments, knowing words or phrases to put on your blog matters, but make sure you understand the “why” and that you wrote about what you cared about first and then the title and image will come to you. What matters is what struggle are you facing? What hits at your heart? Many times talking about our product is an after thought and I am totally fine with that. I want people to find a space to talk about their struggles, success or problems that they face. It is from here that we can find a common space and possibility of helping each other.

We will talk of the How and the Why: The other part to the story. Feel free to send us your story and we will talk with you about the struggles, success and roller coaster ride you are on. We look forward to sharing more of the other side of the stories with you.

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By Scott Decker
Scott Decker is the President and Founder of PublishThis. Before PublishThis, he led technology at, Blue Nile, and development solutions for the government. When he’s not running PublishThis, the industry’s most advanced content platform, he’s exploring new technologies, preparing for next Halloween, or watching something with superheroes, dinosaurs, or at least a lot of explosions.