Summary: What happens when someone gives you a chunk of raw data and says, “Find the story”? Most marketers pounce. They try to make a narrative out of anything—even a machine error. But not all data tells a story. Some just reveal a limitation. Today, we’re unpacking what it really means when a dataset, or in this case a JSON error response, offers no narrative value—and why marketers must sometimes say, “There is no story here.” Not every message should be forced into fiction. Instead, we’ll look at how to think critically, speak plainly, and use even failure—even emptiness—to build trust, not inflate fluff.
There’s No Story—And That’s the Story
The text in question contained nothing more than a JSON structure, something like this:
{
"error": "Insufficient account balance"
}
That’s it. No hero. No conflict beyond a system flag. No user behavior, no emotional cues. That doesn’t mean it’s useless—it means it’s not a story. And pretending otherwise dilutes the real power of storytelling. Trying to coax a tale out of that is like trying to teach charisma to an ATM.
This kind of error shows a pure limitation—a function failing due to a lack of funding. And instead of pretending it’s a narrative, we need to lean in and call it what it is: a block in the process that tells us something operational, not emotional.
False Narratives Undermine Credibility
When marketers wrap non-stories in storytelling fabric because they feel they have to, they erode trust. Let’s be clear: Just because something is content doesn’t make it meaningful. If everything is a “journey,” nothing is. You don’t gain authority with fiction when your data demands facts.
A prospect’s brain knows the difference between emotional narrative and procedural output. And trying to "create compelling content" out of a bulk error message makes you look disconnected from your user’s reality. Think about it—if you were hit with an error message during a transaction, would you care how poetic it was? No. You’d want to fix the problem.
Use Logic, Not Lipstick
Chris Voss teaches us to deal in truth, not tension-reduction. “No” is a powerful word for a reason—it gives you control. So let’s start with “No, this isn’t a story.” That sets the stage for control, clarity, and credibility. If the system is returning a low-fund error, the next best step is prompting the user toward correcting it, not dancing around the data.
This is where you apply authority—without condescension. As a marketer, your role shifts from storyteller to translator. You don’t need to narrate; you need to explain. Meet your audience where they are. What are they feeling at that moment? Frustration? Confusion? Take that and work with it.
Process Errors Are Behavioral Moments
What we can draw from an error is behavior. And that’s where the real value is. Instead of a story, we dissect the scenario:
- The user hit a wall in a transactional process.
- The system flagged insufficient funds—likely during a card charge or API call.
- The client may not have realized their balance was low—or may have underestimated their usage.
- They now have a moment of decision: Add funds or abandon the process.
This is useful. Marketers, developers, and UX teams can step in here—not to write a novel, but to shape the next touchpoint. Maybe it’s an automated message. Maybe it’s an escalation flow. But the point isn’t story—it’s strategy.
Stop Glorifying Data That Says “No”
The modern content world over-glorifies data. Everyone wants to “extract hidden value.” But sometimes what you're holding is just a “No.” And that’s not a weakness—it’s a call to action. You should reward the user with next steps, not distract them with narrative fluff. Say what it is. Confirm their suspicion that something’s wrong—but aim the focus at the fix.
Someone hit a dead end. Acknowledge it. Then show them a better way back in. This doesn’t require storytelling—it requires precision marketing. Facts, utility, and empathy. Because not every brand moment needs to be inspiring. Some just need to be clear.
Why This Matters for Your Own Marketing
If your team—or your agency—is trying to extract meaning where there is none, press pause. Ask these questions before you spin data into a tale:
- What behavior led to this trigger?
- What does the user feel at this moment?
- What’s the action they need to take next?
- Can we simplify that step for them?
- Would they appreciate brevity and clarity over narration?
These are marketing questions. Honest ones. And answering them builds trust, persuades with transparency, and refuses to hide behind hype.
Recognize the Real Value of ‘Nothing’
Sometimes the absence of narrative is the point. It’s a flag calling your attention to a flaw in the system—not in your faith. And owning that creates deeper loyalty than any forced metaphor. So next time someone hands you a JSON error and asks for a story, don’t fake it.
Instead, be the straight-talker in the room. Say what it is. Show what should happen. Don’t try to impress. Just try to help. That’s what earns respect. That’s what closes the deal.
Empathy doesn’t always come wrapped in narrative. Sometimes it comes wrapped in logic.
#SystemErrors #DataWithContext #MarketingRealityCheck #EmpathyInUX #MarketingWithLogic #ChrisVossNegotiation #DataInterpretation #DontForceTheStory
Featured Image courtesy of Unsplash and Logan Voss (Z1Joh1woToM)