MARKETING
TIP #070
What's Your Story?
Storytelling in the business world? It’s just not rational, is it?
But that’s the power of telling a story: it takes the listener from the head to the heart. Stories help people connect with information in a way that makes a lasting imprint on the brain and moves the spirit and heart.
Stories also help to persuade. Effective persuasion is about making a permanent change in people’s minds. Stories help by taking your audience from Point A to Point B to Point C, the conclusion, in a way that helps to by-pass logic by appealing to the heart.
For company leaders, storytelling is the best way to get your employees engaged in the company. When they know the company’s “stories,” and can repeat them, you will have more loyalty and “Brand Champions” who will share the story with others.
Many years ago I interviewed Frank Perdue, of the chicken processing company Perdue Farms. He was a master at storytelling. In one day’s time I heard him tell the story of the Perdue Brand almost 10 times and every time he told it the same way. And, every time, his audience listened intently to every word. He had mastered the story and used it to engage people, to persuade them and to entertain them.
Effective selling uses good storytelling. Your prospect will listen more intently to a good story than to a good benefits and features monologue. Tell stories of satisfied customers, problems solved and innovative changes that you’ve been able to make happen.
When you tell your audience, even an audience of one – your prospect – that you’re going to tell him a story, you will see a relaxation in his body language. His resistance to your message will go down and his listening capability will go up.
So, try storytelling. You’ll find a new way to connect with people.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
P.S. Get to know the North Star Brand Specialists