When I was 23, I had this accident. It was quite serious.
I was gripping a dull butter knife. In a moment of anger, I decided to stab the knife into the wall.
Stupid.
Because the wall was fine. The knife was fine. But I was not.
There was a lot of blood. I wound up in the ER. And my right ring and pinky fingers would no longer obey when I told my hand to close.
A few weeks later, I had to get surgery to fix those two fingers, if they could be fixed.
And I remember when I got back from the hospital.
I was living in something like a crack house, with four other college guys, including one who was actually dealing drugs.
So I locked myself in my room, which was empty of furniture except for the mattress on the floor.
I was still groggy and confused from the general anesthesia.
I had this giant plastic-and-wire contraption on my right arm to keep my fingers and hand in place.
And panic came over me. I was alone out here, I realized. My closest family was thousands of miles away. I felt vulnerable and in pain, a step away from death.
My point in telling you this personal anecdote:
Human beings have twin drives. To preserve face… and to preserve body.
Preserving face is about avoiding shame and humiliation.
Preserving body is about getting free from pain and fear, like in my story above.
Now I’ve recently been looking at stories I’ve written in sales copy. And I noticed something in each type of situation:
It makes the story more powerful to either bring in an audience (face threatened) or to make the hero isolated (body threatened).
When I think back on my post-surgery panic, the biggest thing that sticks out is the loneliness and isolation of it.
Because we have a weird relation to other people.
Sometimes others are good. Sometimes they are bad.
I felt especially vulnerable because I was alone curled up in my empty crack house bedroom after a three-hour surgery. It would have been great to have somebody there.
But had I been in a situation where I had done something shameful… the last thing I would want is an audience to witness it.
So that’s my takeaway for you for today.
If you’re telling stories, you can can selectively bring in an audience… or take out a community. Do it right, so it matches your primary emotion, and you will get people more motivated than they would be otherwise.
But community or the lack of it can also influence the attractiveness of your offer. That’s something very intriguing I learned only recently… which I will talk about in my newsletter email tomorrow.
In case you want to read that when I send it out, you can sign up for my newsletter here.