Want to have a breakthrough in your business? Then learn the art of telling purposeful stories just how Magic Johnson did. A story is an element of words that allows people to go on an emotional journey inside of which is the core information and facts that are necessary to show proof of progress. Let's think back to the beginning when humans were somewhat primitive. We weren't as fast as a lion, or most of the pre-historic creatures, but somehow we were able to move to the top of the food chain. We learned back then not to go into the jungle after dark. That's because we learned how to tell purposeful stories like "Don't go in the jungle after dark or else we won't be seeing you again; "Mutar, Putar, and Futar did last year and we haven't seen them since." Think about it, these stories had all of the elements that allowed those who heard it to go on an emotional journey. Then you add the facts like "Mutar, Putar, and Futar were never seen again.
To drive this home, let me tell you the brief version of how Magic Johnson used storytelling to start one of the most successful chains of theatres in the country.
Magic and his partner went in to see Peter Guber who's now the owner of the "Gold State Warriors" who at the time was in the theatre and the theatre-building business. Magic told him about a land far away that had the most robust market place for movies. This land's citizens didn't care about movie reviews, the citizens all are a close-knit community. Then he included the facts, viz: how often people went to the movies, how much they spent on concessions, etc. After that story, Peter Guber said, "Yes, let's build movie theatres there; where is it? Magic said it is six miles from here in Baldwin Hills, the African American community. We all know what has happened since. Can you see how powerful storytelling can be?
So, here's what I want you to do:
Action steps:
1. Create a story around your key selling proposition. The story must have an emotional element to it. If you are in the weight-loss niche, tell a story of a client that you might have helped who fitted in her wedding dress for the first time in 12 years and the emotions she had when she saw herself in it.
2. Talk about someone who didn't use you and how that affected their results.
3. Sprinkle some facts and figures throughout your story to add/give the solid information they need.
Remember this, people buy based on emotions, and what better way to evoke emotions than by telling a story.
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