Keep your stories in the three- to five-minute range. Tell stories that, like your prospect, show a protagonist struggling with obstacles, then overcoming them. In Sell with a Story, author Paul Smith recommends additional stories that highlight the salesperson’s superior character and distinguishes their company from others. To create real connection, you have to be fully authentic. Your listener can tell if you’re being insincere or inauthentic. You can’t be vulnerable and cagey at the same time. The most important thing is to speak from the heart. “The proof story” to illustrate how your solution helped other clients.“The product or solution story” illustrates how your offer can solve their problem.“The prospect problem” so your prospect knows you understand their pain points.“The prospect story” so your prospect knows you understand their business.Start with this, or a similar “personal story,” then progress through other stories including: Successful brands incorporate aspects of this myth in their every design to differentiate themselves from competitors.Įstablishing trust is most essential to the process of “neuroselling.” Telling a “why” story about who you are and your personal journey shows your willingness to be open. Robert McKee and Tom GeraceĪuthors of Brand Elevation Wolfgang Schaefer and JP Kuehlwein say businesses must go beyond telling stories to incorporating a “brand myth.” This adds a mystique that customers unconsciously identify with, whether you’re embracing hero technologists such as Elon Musk inventing the future or the sustainability consciousness of the Burt’s Bees brand. Millennial and generation Z consumers detest BS. Use relevant metrics such as engagement, audience composition and organic reach to evaluate your story’s success.Ĭonsumer-centric storytelling marks a positive evolution in world commerce – so long as the tellings are creatively compelling, pander-free, and, most importantly, honest. In other stories, the consumer substitutes themselves for the brand protagonist. McKee and Gerace outline an eight-step method to develop an effective narrative for brands, with a company’s chief marketing officer as the “showrunner.” In the “purpose-told” story, audiences buy products to enact a brand’s story in their own lives. Story fundamentals dictate every story has a beginning, an “emotional turning point” and an end. Good storytelling begins with careful listening, because understanding where your listeners are and how to get through to them is the heart of true communication. In Powered by Storytelling, he says stories are the most intuitive and natural way for humans to communicate, as people have been swapping stories since the beginning of time. Storytelling teacher Murray Nossel coaches executives in the art of storytelling. Once Upon a Time…There Was a Beginning, a Middle and an End As you practice telling stories, your brain helps you improve your ability to tell them. Research shows that telling stories is a basic “neurobiological function,” lighting up particular neuronal circuits when people tell or listen to stories. The brain naturally pieces together chaotic reality into a narrative that gives it order. Story, as Will Storr points out in The Science of Storytelling, is the “lingua franca” of the brain. The human brain is literally hardwired for story.
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