Seth Godin said it best, “Marketing is no longer about the stuff you make, but about the stories you tell.”
The truth is marketing has never been about your products or your services because most people could care less. They only want to know if you can solve their problems. And one of the best ways to demonstrate your ability to solve problems is through stories.
Without a story that people can relate to, your list of features and benefits never gets considered because most people find it boring. So lame, that they would prefer to suffer in their current circumstances than read what you have to say.
In the first few chapters of my book, you have learned how to capture someone’s curiosity and attention. Now it’s up to you to take that attention and give your audience something that they enjoy and find useful.
Most folks stick to information. They regurgitate what they heard or read elsewhere without adding anything meaningful to it. Not only is that dull to write, it’s incredibly tedious to read.
So don’t do that.
People are intrinsically wired to be attracted to stories. If you don’t believe me, think about the entertainment industry. It’s 100% based on stories that people pay lots of money to see. The news industry is no different. In fact most news today is 50% entertainment.
The best stories follow certain patterns that we recognize subconsciously. That’s how you know what’s going to happen next, even if you never saw it before. It’s how stories seduce us into action. Some of the most successful movies, books and shows all follow the same pattern.
In chapter six of my book, I share that pattern with you and ten others that I’ve used to connect with my audience and make my phone ring.
These are easy patterns to follow that you can use over and over again without sounding tiresome.
In addition, I share the three essential elements to a compelling story. It’s what gives a story life and makes it interesting. If you fail at everything else, learning how to tell stories will have a significant impact on your business.
If you prefer to be bright and not boring, then pick up a copy of my book at the link below.
Chapter 7, “The Sell” is up next.
Talk to you soon!