There is a story behind every successful promotion.
It could be your personal origin story, a story about how the product or service evolved, or even a story about an overall theme.
Stories are how ideas spread.
Every professional speaker knows the audience will forget at least half (if not all) their points by the time they leave the room, but they’ll remember the stories…sometimes for life.
What’s your story?
Robert Kiyosaki published 15 books with over 26 million copies in print of his “Rich Dad Poor Dad” brand.
The theme behind the original book was the difference in advice he received from his two dads. But after several reporters went searching in depth for the rich dad, he admitted it wasn’t a single person but a collection of traits from multiple advisors in his life.
Why position it in this way then? He did it to grab attention and attract an audience in a market that was already overwhelmed with financial advice. It became his hook.
I’m not suggesting you follow the model of making up a story, because often there is ALREADY an authentic story you can dig out about yourself, your product, or your theme.
It doesn’t have to be specifically a ‘story’ either. It could be an overall theme.
An example of this can be seen in the weight loss space, another ultra-competitive market.
Any product that’s a bestseller in that space will always have a strong theme.
Sometimes it’s such a strong theme that it spreads around the world.
The ‘Paleo Diet’ was like that. While the basic concepts have been around for much longer, it started gaining traction in 2002 when Loren Cordain published his book.
Its basic message was about eating more like our Paleolithic ancestors, including eliminating both processed foods and grains.
That ‘story’ is so powerful that there are now thousands of weight loss experts teaching this basic theme.
You’re not just selling features and benefits.
You’re selling a story.
Here are a few steps to help you dig out your core story.
Step One: Research your audience.
There are multiple methods you can use for this including Amazon, Facebook, Google, and more. Whoever understands their audience best wins.
Step Two: Review the competition.
When you compare the audience with the competition, what is the biggest frustration in the market? What need or desire isn’t being met or what complaints continually come up?
Step Three: Brainstorm ideas.
This is tough to do on your own, because you often just can’t see it when you’re too close to the story. Have someone else interview you about it. Write down everything you know about it.
Step Four: Test several themes.
Tim Ferris tested multiple product titles on Adwords before he published his bestseller 4 Hour Work Week. He was looking for the ‘story’ that best resonated with his buying audience.
You can test ideas by sending emails or a survey to your list. You could put up several ads with totally different headlines.
Find a story that works…and gets your message across to your audience.
My course Autoresponder Alchemy goes deep into each of these steps, showing you how to find a message that connects with your audience and sells more of your products and services.
One of my customers recently mentioned his surprise that the course isn’t just about email.
Not only does it give you proven email templates, but it helps you understand your audience and create a story that can completely transform your business results…