Article: Show And Sell: Three
Stories That Create The Emotional Drive To Buy
RainToday.com, May 2007
By Vickie K. Sullivan
There are two things every new prospect wants to know: what
can you do for them and can you really do it. While factual
information gives clear answers to these questions, stories
provide the proof. Not only do examples give context, they
give prospects the reassurance that you've seen their challenge
before and can provide solutions that work. Below are three
formulas that can put a favorable spotlight on your expertise
and your contribution.
The Eureka Story
Everyone wants to know the background of the principals and
on what they base their point of view. This model provides
the "inside scoop" about how your company or approach
came to be. It's the business version of "where are you
from?" It provides clarity about who you are and how
you approach your work. This story can also be used to create
credibility for an idea or point of view.
The formula: a successful character stumbles upon
a unique discovery while researching/doing some cool thing.
The poster child of these stories is Thomas Friedman, New
York Times columnist and author of The World is Flat. Every
point he makes starts with an explanation of how he figured
it out. In his interview with Jon Stewart of "The Daily
Show," Friedman answered Stewart's question about the
idea behind his book with a story about his conversation with
a prominent business leader in India.
When asked about his views on the Middle East, he began
with conversations he had with many of the moderate glitterati
there. By prefacing his remarks with this background information,
Friedman showed that he has his "finger on the pulse"
of all things global. Not only does this give his ideas credibility,
but it also drives his high-end brand.
The underlying message: his "access"
to world-wide movers and shakers makes him "different"
than all the other pundits out there. Use this formula when
you need to prove your prominence without sounding obnoxious.
The model also works to highlight research behind your idea.
The key: make sure your point shows a distinction
or illuminates what is unseen. This technique will backfire
if coupled with any point that's overstated in the market.
The David And Goliath Story
Everyone likes to root for the underdog. Stories that highlight
overcoming a formidable opponent are hopeful and show your
mettle in difficult situations. Yet many principals are too
generic when it comes to touting their track record.
The story about their contributions focuses on time and
not on the struggle. Usually, these stories start with, "for
the past 20 years, I've been an executive in a wide range
of industries..." This formula goes beyond the standard
timeline and focuses on the beating of a more powerful enemy.
The key message here: we're battle tested and up for any challenge
you can throw at us.
The formula: Scrappy start-up/newcomer faces off
with more powerful foes and wins.
The best example in this category is the story about Southwest
Airlines. Herb Keller was a hard-scrabble, whiskey-drinking,
cigar smoking character whose little airline went up against
the big boys. His victory overhauled the industry and paved
the way for other low-cost airlines.
The latest installment: the "free love" campaign
to overturn the Wright amendment, a law that favored the big
airlines by limiting Southwest's flights in and out of Dallas'
Love Field.
Use this formula when your clients are entrepreneurial or
self-made, as they will relate to the "underdog"
element of the story. The model also works for any prospect
that comes from highly-competitive markets, as they can relate
to doing battle with a bigger enemy.
The best place for this story: media interviews,
introductions at speaking engagements and the "about
us" section on the website.
Against All Odds Story
Remember last year's Olympics? Every athlete had a story
about their background. The most common focus was on the obstacles,
what the contender had to overcome to get there.
This formula is the sibling to the above David and Goliath
story. It taps into the same theme - triumph over struggle
- but the obstacle is different. Instead of an enemy, the
challenges are in the environment, outside of anyone's control.
The message: because of my background, I have a
different perspective than my peers and competitors.
The formula: a fish-out-of-water character overcomes
bad situations/discrimination to do great things on his or
her own terms.
A great example is Richard Branson's story. Founder of the
Virgin empire, he overcame dyslexia and other learning obstacles
that had him labeled as a failure. His struggle shows Branson's
no-holds barred approach and his focus on creating extraordinary
customer experiences.
Oprah used the same theme when her show launched. Her traumatic
story serves as a springboard to the warm "girl-next-door"
approach, an alternative that competed with (and won out over)
Phil Donahue's hard-hitting persona.
Use this formula if you want to position yourself as a maverick.
This story also works if your approach is against conventional
wisdom or counter-intuitive. This story will give the context
needed for buy-in on controversial views.
The drawback: this story gets you in the door and
that's it. Telling this story for too long will backfire and
position you as profiting from your tragedy. Best bet is to
use this story as an initial introduction and use stories
about your track record to move forward.
Conclusion
Stories do more than give context. They create the "hey,
he/she is just like me" experience, which creates chemistry
and connection. Those experiences create an emotional case
for working with you. At that point, your facts simply justify
a decision already made.
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker Services, has generated millions of dollars in speaking fees, book advances and ancilliary income for her clients. Sign up for her free market intelligence at http://www.SullivanSpeaker.com
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