“Marketing tells a story that spreads.  Sales overcomes the natural resistance to say yes.”

Seth Godin

While larger businesses have marketing departments who create your story and package that story in a memorable way many marketing departments do this poorly.  Plus most entrepreneurs, business owners, and sales professionals don’t have a department to create their story.  So you enter the relationship with your prospective buyer facing a full head of resistance steam.

However, it doesn’t have to be that way.  Everyone from the sole business owner to the international conglomerate has a story.  You just haven’t discovered how to tell your story in a succinct memorable way.  But you can…

The Story that Separates You

photo credit: waferboard

Without a great story you’re just another… insurance salesman, chiropractor, equipment manufacturer, etc.  When you connect with a potential buyer they’re thinking, “Yeah, so what?  There are a hundred guys just like you lined up outside my door.  Why should I pay attention to you?”

When that same person could be thinking, “Hey, that’s exactly what I’ve been looking for.  Tell me more about that.”

The story that opens your connection with potential buyers is what makes your offer more inviting and interesting.  This story is what makes you findable to the people most likely to buy your stuff.

photo credit: Collin Grady

Domino’s is just another pizza joint, yet they told a story about delivering fresh hot pizza in 30 minutes or it’s free.

photo credit: David Boyle

Fed Ex is just another delivery company, yet they crafted a story about delivering your package overnight.

You have a story that makes you unique and more valuable than the competition.  You simply need to uncover and tell your story.

The Story that Sells

Your marketing story brings them in.  Your sales story reduces their resistance.  It makes you credible and trust worthy.  It demonstrates your value to the potential buyer.  Bottom line… good stories make your job a whole lot easier.

Elements of a Good Story

A good story is short and powerful.  It can be as short as 1-3 well crafted sentences.  While it’s a lot easier to tell a long story, long stories unless extremely well crafted bore people.  As you develop your short powerful story include these elements:

• Curiosity - Incorporate unexpected things, open a loop with an incomplete thought you have to stick around to finish
• Make it about the people who buy your stuff either explicitly or implicitly
• Keep it logical - Stories have a plot.  Therefore, a person like the people who buy your stuff must have an urgent challenge or problem that is resolved as a result of the actions they took.

Domino’s and Fed Ex condensed their story down into a tagline.  Yours doesn’t have to be that short.  It does need to:

• Speak to the right people
• Share the right message
• Tell your story the right way
• Connect with people at the right time
• Focus on the right reasons people want to act

Craft Your Story

Go ahead and craft your 2 most important stories, the story that separates you and the story that sells.  The story that separates you opens the connection with the other person.  The story that sells extends and solidifies the story that separates you.  Here’s how to craft those stories:

• First, just start telling your story about how you came to be in the business you’re in, and what’s most important or unique about the way you do business or what your stuff does.  Either write it out or make a recording of yourself talking.
• Next make sure your story is specific to the people most likely to buy your stuff, it speaks to something they want now, and helps them see themselves getting what they want.
• Then ruthlessly chop that story down until you have an interesting easy to understand emotionally engaging story.
• Finally,  test your story on real people.

What’s the best story that separates you or sales story you’ve ever heard?  Feel free to share it here.