The Selling Power of a Story
As part of my resolution I’m eating healthier this year, and inspired by my last post have noticed more and more stories inspired by food products. These just aren’t any stories, they tell a personal account of the food’s purpose, a bit about the creator and leave me feeling like I want to contribute to the story by buying and consuming the product.
Authors Chip Heath and Dan Heath discuss a strategy to make any idea stick in their book “Made to Stick”, and conclude that the main contributor in making an idea stick is a genuine story. Here is another food product that tells a compelling story.
Dave started making Dave’s Killer Bread after he completed his 15-year jail sentence for burglary and assault, which stemmed from his drug addiction. When he got out of jail he felt like he had been given a second chance and started making the bread that his father taught him to make as a boy. The bread became a hit in his home-state of Oregon, where organic and local food reigns. Dave puts a simple message on each bag of bread “Just Say No to Bread on Drugs”, which ties in his story with the bread’s mission. If you are interested to hear more about Dave’s story then watch this video.
Inspiring story of the Killer Bread maker! A redeemed man who decided to follow in his Dad’s footsteps in making bread. Thanks for sharing this great success story.
Katelyn, I truly enjoyed learning Dave’s story from Dave’s Killer Bread! I’m working on a hypothetical public relations plan for a Napa Valley winery in my J453 class. After reading your blog post, I decided to incorporate the story of the winery into the brand image hoping it will revitalize the brand and increase sales. This type of tactic sure worked for Dave. Thank you!
I used to get Dave’s Killer Bread at Trader Joe’s, but I haven’t seen it there in a while. What a great story though! It really caught my attention.
Thanks for sharing Dave’s story Katelyn. It is inspiring.