I love to listen to stories, don’t you – I especially love to listen to stories of people who have achieved success in life and business.
I get inspired when I read of how the trial and tribulations that individuals face have been overcome – A real zero to hero story always get me right in the throat.
In coaching I often use metaphors to move my client from a place of limitation to a place of opportunity. Seeing them experience breakthroughs as a result of identifying with the hero’s journey in any good story is a tremendous reward and almost payment in its own way.
Now what do metaphors and story telling have to do with this post. Well, basically everything.
Story telling so important. People do not like to be sold to. Even though they might be out looking for something to purchase most people do not want to feel pressured into having to purchase something. This is where story telling is so powerful. Story telling relies on you connecting on an emotional level with your prospect. In doing so your prospect gets a feel for the real you.
No pretense, no fake made up persona, just you. Prospects will see right through inauthenticity and sense whether there is a genuineness there or not and whether you just see $$$ on their foreheads and are out for a quick buck or whether you really want to build a relationship with them (and yes, ultimately sell to them when the time is right after all we are in business to make money.)
So how can you use story telling when writing articles, blogging or in email marketing?
Story telling is an art and captures the hearts and minds of your prospects. Story telling can be delivered successfully using 3 parts
Adapt your story to your audience
- Make sure you understand who your target market is – Are you marketing to women, men, both, children, stay at home moms etc..
- Take the story as close to them as you can.
- Keep it brief and simple- especially for younger children – pare down to the heart of the story.
- Stimulate their senses so they feel, smell, touch and listen and see vivid pictures.
- Describe the characters and settings, and help them sympathise with the character’s feelings.
Prepare the story that you want to deliver
- Read the story several times, first for pleasure, then with concentration.
- Analyze its appeal, the word pictures you want your listeners to see, and the mood you wish to create.
- Visualize it! Imagine sounds, tastes, scents, colors. Only when you see the story vividly yourself can you make your audience see it!
Deliver your message with;
- Sincerity and whole heartedness (Be earnest!),
Not only can story telling be used in the written format but it can also be used when delivering a presentation. Interacting with your clients or prospects on a level that connects their hearts to you is a great way in which to build rapport, loyalty, and also to grow your business.
To great story telling