Here’s one more lesson from the show Burn Notice that will help you become a story-telling sales machine.
It’s from the episode Fight or Flight in Season 1.
Michael Weston is a CIA agent who gets blacklisted (burned) by his own government. This means he has no id, no money, no credit and no life. He makes a living the only way he knows how. By solving problems for people, just like he did as a spy.
In this show, he is helping a lady who witnessed a crime with serious circumstances.
The perpetrator was a local drug king with international backing. Labeled as a snitch, this lady was in danger of losing her life and family.
Michael wanted to get her to a safe place to give him time to fight back and said:
“When you go on the run, the first thing you do is lay down tracks in the opposite direction, but that only works if the bad guys find the trail and believe it’s for real. Which means selling it. You need to put on a little show, make them feel clever. When you make somebody work to get a piece of information they’ll believe it that much more because it’s hard to get.”
This is story selling 101. It works on cold blooded killers and your customers too.
It’s two things really:
If you want to connect with your audience, you have to put on a show. You need to educate them in an entertaining way. It’s the best way to stand out in a noisy market.
You also need to make them work a little. Create curiosity so they will continue reading. Build anticipation to make them feel intelligent when they see where the story is going. Fascination helps them to be emotionally invested in the story so you can lead them where then need to go.
How cool would it be if you could create clients by writing about the things that you love.
Like TV shows, sports or whatever you are passionate about.
It’s really not that hard, once you learn the secrets that I share in my book, Kill Cold Calls.
Get your copy here:
If a guy like me who hated English class can do this, so can you.