One of the lessons I’ve had to drill into my head over-and-over again is the importance of stories.
I’m a Joe Friday kind of person, “Just the facts, ma’am.”
I want to get to the point.
But the problem is that people won’t get the point you share unless you deliver it using a communication method they understand.
Stories are the language of life.
All the stories of your life join together to create the person you are today.
In your own personal life, we also call those stories memories.
I wouldn’t be who I am today if I didn’t have the experience of going through all those dead-end jobs a couple of decades ago.
My life changed when I first discovered the Internet. But it has also been shaped by my parents, siblings, my wife, and friends.
All of those memories help form your core beliefs.
You could lay out a completely logical presentation about why a customer should choose you and your solution over every other available option.
And it may work for a certain segment of your audience.
If their past experiences and beliefs line up with the message you’re sharing, you have their attention and interest.
But if you want to expand your message beyond those who already wholeheartedly agree with you, it takes a little persuasion twist.
They have a story already.
Giving them facts and figures can’t change their heart until you change their story.
Think about politics for a minute. I promise I’m not going to get political other than to use it as an example.
Have you ever tried to ‘argue’ with someone who believes totally differently than you?
You don’t get anywhere. You keep speaking past each other.
That’s because your story, your overall narrative, is likely completely different.
The exact same facts have a totally different meaning to them than to you.
Watch the politicians someday. Hopefully not too closely or you could lose your lunch.
They’re telling a story. It’s a story about how bad the other candidate would be for the political office.
They’ll back up that narrative with examples and specific instances where the story appears true.
They’re tapping into a confirmation bias their audience already has against the other candidate. Basically anything they do already feeds into the beliefs people have about them. It doesn’t even matter whether those beliefs are accurate or not.
Back to your own online business. It makes me feel ‘icky’ thinking about the politicians too long.
Your audience already has beliefs that shape how they hear your message.
One of the ways to start tapping into those beliefs is with stories. These could be your own personal stories. They could be case studies about your clients. Or they could even be ‘parable’ type stories that illustrate a lesson.
I’ve mentioned one of the stories every business owner needs to talk about is the reason behind why they’re in business today. What is it that motivated you and drove you to action on the subject you talk about now? What influenced you and how does that set you apart from the competition?
But that’s just a warm-up for what I’m sharing in the upcoming issue of the Monthly Mentor Club coming out on August 1st.
This issue is all about “The Art and Science of Persuasive Storytelling.”
This can transform the way you write your email sequences, boost the results of your webinars, and help you write sales copy that turns visitors into buyers.
It’s a core skill that has taken me years to learn…and I’ll be giving you a system you can follow to share powerful, life changing stories in all your marketing.