The Power of Story
Marketing, Sales, Persuasion, etc. It all comes down to one thing..
The person with the better story is the person who wins.
Don’t forget about the stories we tell ourselves. Those have power too (and are probably the most important)
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I’m going to talk a little bit about story tonight and why it’s so important in your messaging, in your branding, in your marketing in your sales presentation, and what really is going on in your customer’s mind when they’re thinking about purchasing something from you – whether it be a product, whether it be a service.
I have some really cool examples that I came across recently, but I’m gonna give everyone a second to jump in here – thanks Kevin, I appreciate that.
I’m gonna give everybody a second to jump in and hopefully, if everything goes well, I can share with you what I have presented or my presentation for you, if you will.
It’s a brief snippet.
I was watching something on Netflix, it was the OJ Simpson crime story if you will, and there’s two parties there. There’s the party that is trying to convict him, and then there’s the party that’s trying to defend him. And there’s two approaches of why they think they’re both right and why they both think they’re correct.
In the beginning, they’re trying to figure out what leverage points that they have, what do we have as an asset or a tool that we can use when the jury is trying to make their decision? Both the prosecution is thinking “Okay, well we have X and Y and Z and if we just show the jury this, they’re going to convict him.”
The defending party says “Okay, well we have A, B, and C, and if we show the jury this, they’re not going to convict him.”
So let me just show you a brief snippet from this show that shows this perfectly. And we’ll get to the meat and potatoes after I show you this.
Let me turn it around, cool.
Amount of physical evidence is overwhelming. There’s mountains of it. Frankly, it’s more hard evidence than I’ve ever seen in a murder case. The truth is the LAPD rushed to judgment in targeting OJ.
The mere fact that we find blood where there should be no blood is devastating proof. Look, the haphazard manner in which the evidence was collected and handled gives us a significant advantage.
I’ve seen it before: officers start down a misguided path and refuse to turn back. Then somebody realizes they need a better case. We have motive, evidence, and opportunity. Evidence doesn’t win the day. Jurors go with the narrative that makes sense. We’re here to tell the story. Our job is to tell that story better than the other side tells theirs.
As soon as I heard that, I was like, “Oh my gosh, that’s what we try to do every day in marketing and in sales, is try to tell a better story than the other party.” Whether it’s your competitor, whether it’s your customers telling their own story that this product or this service is not right for me in my life.
What you’re trying to do as a business owner or an entrepreneur is you’re trying to convince that customer or client or prospect that you provide the solution to what their need is.
When you use a story, you paint a picture in the customer’s mind of them actually using the product, the service, or what their life is going to be like after you enter into their life. The more ways and shapes and styles that you can paint that story and tell that story to the customer, makes it more of a reality in their own mind and makes it almost inevitable that you’re going to be the solution rather than your competitor or nothing at all.
So the more that you can do that, the better. So when you’re in a sales call, paint the picture, tell the better story, of how their life is going to change in so many different ways that “Oh, yes, I can’t imagine my life any other way but this way so why don’t we start working together or why don’t I purchase your product or why don’t you come and implement these services for me?”
The same goes with messaging. So when you’re marketing to people, when you’re marketing to clients or trying to get leads, the same goes for messaging.
That’s everything from the story needs to be the same on the ad, to the landing page, to whatever happens after that.
So when someone sees an ad and it paints a brief picture in their mind of what they think they’re going to get into, and then they click over, that picture better be the same and extrapolated on that landing page.
But if you’re painting a picture in your ad and then transferring that customer over to a landing page that isn’t congruent with the image that they just painted for themselves, you’re going to fail.
So if you’re trying to send someone to a landing page… So say the ad says “Hey, this video training course, blah blah blah”, and you send them to a landing page and it’s like download this PDF. Well, that doesn’t make sense, I just clicked through to a video training course, is the video in the PDF?
Now my story’s all messed up and now I can’t do it so I’m just gonna get out of here and go to something easier.
When you paint the story, make sure it’s congruent across everything from the ad, to the landing page, to the drip sequence that happens after they opt in.
But now here’s something a little tricky that we have not talked about. It’s what is the story that you’re telling yourself in your mind?
Because there’s also a protagonist and an antagonist in your own brain, in the thoughts that you have as far as what you can accomplish, what you can do, who you can be, what you can have, and what you can become.
Your brain and your life will reflect the stories that make the most sense.
So it’s not whether who has the right or the wrong or what you’re telling yourself is believable or not believable, but it’s what story does your brain automatically go to?
So when the OJ Simpson jury is on there, well they just went with whatever story felt right with them.
So whether you’re telling yourself “Oh, I can do this A, B, and C, and I can have this in my life, but also I know that people that have this in their life are X, Y, and Z.” If your story is more believable and your brain actually thinks that that is true, it’s gonna go to whichever one it thinks is most real.
And I like this one quote, I think Henry Ford said “Whether you think you can or think you can’t, you’re right.”
I really love that quote a lot.
This goes for the story that you’re painting for yourself, in your brain, and what you want your future to be like, this goes for the story that you share with your customers, your leads, your prospects.
The story that you tell that differentiates you from your competitors, and the story should always be focused around the main character.
So your customer is the main character.
When they’re reading your landing page, they should feel like oh, this is me speaking to myself.
When you’re thinking about yourself and what you want your future, and your vision, your dreams, what you want your life to be like, paint yourself as the main character in that story.
So this brief one, this brief chat was about story. I hope you got a lot of value out of it and please, tag someone below in the comments who you think would benefit from this.
I appreciate you guys coming out so late! Thanks, bye.