What Makes Storytelling in Sales So Powerful?
Study after study shows that people are more receptive to stories than almost any other type of communication. Our brains are designed not only to crave stories, but to remember them, and pass on meaningful ones to others. That’s why incorporating storytelling into your sales pitch is so effective.
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How to Create Stories Which Matter to Your Target Customers
Here are the 5 keys to creating powerful stories draw in your prospect and effectively get your message across.
Create a good story
You have already heard more than enough stories to know what makes one successful. A great story always starts with a likable protagonist who is faced with an obstacle. Through sheer determination and a little help from the product or service you are selling, the hero can overcome the challenge. Don’t forget to make your story easy to understand, and that every story needs a beginning, middle, and satisfying ending.
Know your story’s message
A fantastic story may be entertaining, but it won’t increase your bottom line if the customer doesn’t have any idea what she should do next. Always create the takeaway message before writing the story. Most writers find it much easier to build a story around a meaningful message rather than trying to fit in a meaningful message to a strong story.
Pull in your audience
Is the story going to interest your potential customer? Successful storytelling in sales depends on crafting a good tale. But is your story good enough to do that? Imagine meeting a stranger on the train who tells you the story you just created. Would it hold your interest, or would you start looking for a different seat? Simple language expressed in an engaging narrative is the best approach, but never get too caught in your storytelling and forget your purpose is to make a sale.
Don’t expect perfection in the first draft
The majority of writing is, in fact, rewriting. No one can get it right the first time. Reading your drafts aloud can help you to isolate any odd phrases or confusing paragraphs. Remember that storytelling in sales is a very different type of writing from writing other types of promotional materials. Whatever you do, do not be lazy by attempting to rework your existing sales material. It won’t work.
Make it personal
Readers and customers find the protagonist of a story much easier to sympathize with if the person reminds them of themselves. Avoid writing about one-dimensional characters. Create a hero with a name, a personality, and a practical problem to overcome. Ensure that each part of your story reflects your intended message and is carefully constructed to speak directly to your target customers by including the same hopes, ambitions, fears, regrets, and disappointments they too possess.
Storytelling in sales is effective and engaging. Start incorporating more stories into your sales pitch and see how it can help you get your message across.
- Tom Abbott is the author of 'The SOHO Solution' and 'Social Selling' and the creator of the online sales training platform SOCO Academy. Sales leaders engage Tom for his proven solutions to building high performance sales teams that exceed targets and for motivational keynotes that energise their audiences.
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