TPS #016: The 1 Reason Why People Will Forget Drake in Your Conversation

Author: Andre Mullen - 4 min Read

Read Time: 4 minutes

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In today’s newsletter, I’m going to give you the one reason why people will forget one of the world’s biggest artists – Drake – in a conversation with you about your client.

Sounds like a stretch, I know.

However, the music industry currently has more than 3,000,000 monthly releases with most of those consisting of artists you have never heard of.

Drake is one of these artists who release music consistently.

So why do we hear about Drake and no one else?

Because we know Drake’s story and the only thing we know of the other artists are their music.

But what if you made your client’s story the focal point of their artist brand? 

I put this to the test via a social experiment using Isaac Mather, an artist who has Tourette’s Syndrome

This social experiment will show you the power of your client’s backstory.

"Your music doesn’t define you - your story does."

Artists and their teams have struggled to put together “the perfect bio” – even going so far as to hire someone else to write about their life.

The only thing that really matters is one’s backstory. 

I have talked about the backstory in a previous newsletter, Death to the Bio. As a point of reference, below is the framework for constructing your client’s backstory:

There are 3 perspectives – or points of view (POV) – which give the construction of your client’s backstory more punch as well as make it unforgettable:

1. personal
2. intimate
3. authoritative

I have had 3 separate casual conversations with 3 non-music industry persons discussing Drake and including Isaac Mather with the backstory and the above perspectives in mind.

Let’s look at each of the perspectives and how they empower your client’s backstory.

POV #1: The personal account

The personal perspective covers the first 3 steps of the backstory framework, The Obstacle, The Internal Struggles, and The External Struggles, as seen below:

The personal account gives people access to your client’s personality, revealing the thoughts and feelings behind the obstacle, internal, and external struggles they faced.

In my first conversation, “Lisa” is a Drake fan. She told me about her favorite – and not so favorite – Drake albums. She has seen Drake live 4 times in concert.

When she was finished, I said:

“I know an artist many people don’t really know about. He has Tourette’s, and at one point, he was bedridden with an auto-immune disorder and Lyme disease. He never thought that he would do music.”

Lisa’s eyes got big and she said:

“I want to hear his music. It sounds like he’s got a story to tell.”

Isaac’s obstacle (Tourette’s) and his internal struggle (the thought of never doing music) was further complicated by the external struggles of sickness (auto-immune disorder and Lyme disease).

With this information, Lisa had access to Isaac’s pain points. His determination to do music further amplified her desire to hear his music.

Use your client’s personal account to cause people to do 2 things:

1. Spark interest
2. Seek out and engage

POV #2: The intimate account

The intimate perspective covers the second group of steps of the backstory framework, The Change Event and The Spark, as seen below:

The intimate account gives people a unique insight into the elements which caused a change to occur. This is where the reader most relates, mainly due to the artist having to make a hard decision to change.

In my second conversation, “Jay” isn’t a die-hard Drake fan. However, he appreciates his artistry. He puts Drake on the all-time best artist list. He remembers Drake’s acting days and admires how he made the transition to being an artist.

When he was finished, I said:

“I know an artist many people don’t know about. He has Tourette’s and there was a point where he was diagnosed with chronic health issues. He never stopped doing music. It kept him going. He even shot a music video while he was in a wheelchair.”

Jay’s eyes got big and he said:

“Send me a link to his music. I want to check him out.”

Isaac’s change event (his chronic illnesses) caused him to focus on the spark (the music).

Use your client’s intimate account to move people to be 2 things:

1. Sympathetic
2. Empathetic

POV #3: The authoritative account

The authoritative account covers the third and final group of steps of the backstory framework. Those steps – The Guide and The Result – are seen below:

The authoritative account gives people the result of your client’s decision to overcome the main obstacle. It demonstrates the determination of your client and this gives your client credibility as an authority.

My third conversation was with “Bryan”. Bryan isn’t a die-hard Drake fan. However, like Jay, he appreciates the artistry. He is impressed with Drake’s longevity. He believes that longevity is due to Drake having a solid team around him.

When he was finished, I said:

“I know an artist many people don’t know about. He has Tourette’s and there was a point where he wanted to kill himself. He had a great counselor who helped him. He even performed in front of 13,000 people.”

Bryan’s eyes got big and he said:

“I love to hear stories like that, man. I want to hear his music. It’s gotta be inspiring. Send it to me.”

The guide (Isaac’s counselor) was the person who helped him through his dark moments. The result – he was able to grow and find himself doing what he loves in front of 13,000 people.

This information inspired Bryan because of Isaac’s display of perseverance.

His perseverance amplified Bryan’s desire to know more about Isaac and his music.

Use your client’s authoritative account to inspire people to do 2 things:

1. Support
2. Advocate

Hope this helps.

See you next week.

The 3 perspectives that make your client’s story unforgettable:

1. A personal account
2. An intimate look
3. An authoritative position

Whenever you’re ready, here are two ways I can help you:

1. For a LIMITED time, I’m offering a Growth Strategy Session. Let’s put together a growth strategy for your and/or your client’s business.

2. I’m also conducting a Systems Audit to see what systems you are using and optimize them.

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