Lester Hayes was a defensive back for the Oakland Raiders in the late 1970’s and early 1980’s. The job of a defensive back is to defend the opposing team’s fastest and most talented receivers. Their primary job is to prevent the receiver from making the catch.
Defensive backs are very athletic, maybe the best athletes on the field. But, they have a weakness. As a general rule, they can’t catch.
You see, if the defensive back had the eye hand coordination and ability to catch a ball then maybe they would be on the offensive side of the ball catching touchdowns.
A running joke among football coaches when a defensive player has an opportunity to intercept a pass but still drops the ball, “well, now we know why he is on defense and not on offense.”
Lester Hayes was no different, he couldn’t catch. However, Lester Hayes was no quitter. Oh no, he adapted. During his rookie year he was introduced to a substance by his teammate, wide receiver Fred Biletnikoff. This substance was applied to the hands to help a receiver hold on to the ball. It was called Stickum®.
Now, Lester Hayes, being the competitor he was, took Stickum® to a whole new level. He pasted it all over his hands, arms, jersey, anywhere he thought the ball might land. He looked like he just climbed out of a large vat of glue from the local glue factory.
Lester went on to have one of the great careers for any cornerback as he was an amazing player who contributed to 2 Super Bowl wins for the Raiders and he was a 5 time Pro Bowler.
What Hayes is remembered for, however, is that he is the sole reason that Stickum® was banned by the NFL in 1981.
So, I’m talking to my good friend Roger and we’re talking about the power of a good story. You know, how a good story can inspire people to action.
What became clear to me during our discussion was that a good story is Stickum®.
Whatever your marketing plans are, add story to your mix because a good story has longevity. The best lessons I’ve learned in life have come because they were told in story form.
When calling on a prospect, don’t just tell them what your company can do for them, show them. In story form. When crafting a marketing message, allow story to do the heavy lifting.
Bottom line is, whatever the message, story is your friend.
Story is Stickum®.