storyselling
DESCRIPTION
Storytelling isn’t just for children! Strategic storytelling in sales, or “storyselling” is a proven way to build trust, boost-buy in and maximize memory to get your message remembered and repeated.TRANSCRIPT
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Diane Windingland
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Who is? •Faster than . . .•More powerful than . . .•Able to leap . . .
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Do you want . . . More clients?
More loyal clients?
More sales?
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Discover. . . Why stories work
Client Attraction Stories
Effective story structures
Bumper Sticker “set up”
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Why use Stories?
1. we think in stories
2. we relate in stories
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Stories are how we think
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Stories Stick in the Mind
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Pop Quiz
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3.14159
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Stand up! Partner up!If you were born in an odd # month raise your right hand
If you were born on an odd # day raise your left hand
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Why Stories Stick . . .
Tap into emotions
Concrete
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Emotions Stick
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“On January 24th, Apple computer will introduce Macintosh and you’ll see why 1984 won’t be like 1984”
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Facts
FactsFacts
A story puts facts into an emotional context
FactsFactsFacts
FactsFactsFacts
FactsFacts
Facts
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The #1 Thing Facts TELL
Stories SELL
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Stories are Concrete
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Vs.
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It’s not about
the statistics,It’s about
the story!
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Statistics vs. Story
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• Revis family• North Carolina, U.S.A. • $341.98/week• Spaghetti, potatoes, sesame chicken
• From the book “Hungry Planet”
U.S.A. Typical Weekly Food
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• Aboubakar family• Breidjing Camp, Chad• $1.23/week• Soup with fresh sheep meat
• From the book “Hungry Planet”
Chad Typical Weekly Food
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Or . . .
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A picture is worth ____ _____.
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A picture is worth ____ _____.1000 words
So, yeah, use pictures
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And . . .
A story is worth 1000 pictures!
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RECAP: Why Stories Stick . . .
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Maximize Memory!If people remember your story they will remember your message!
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Why use Stories?
1. we think in stories
2. we relate in stories
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Stories Connect
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2 Main Ways to Connect
•Similarity –“Just like you”•Vulnerability –“I’m authentic”
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?
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When you connect you can convince.
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The “Perfect Pitch”• What do you do?
(Bumper Sticker)
• What problem do you solve? (“for example” Client Attraction Story)
• How is your product/service different?
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The Client Attraction Story1. Who thanks you the most?
2. Who had a really difficult challenge?
3. Did you develop a solution that you are extremely proud of?
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Story-telling basicsA. Set-up (Who, When, Where, “What is”)B. Challenge/Conflict C. Rising Action D. Turning pointE. Falling actionF. Resolution (What changed? “What could be”)
A
CE
D
F
B
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What happens if you don’t get to the challenge or conflict QUICKLY?
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CAR: Challenge-Action-Result
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THEN-NOW-HOWClient Success Story
• THEN: Before your product/service (challenge/pain)
• NOW: After your product/service (results)
• HOW: Your product or service (actions)
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The Bumper Sticker
I speak for organizations that want to help their
people have better, more profitable conversations
The Bumper Sticker
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The Bumper Sticker
I speak for organizations that want to help their
people have better, more profitable conversations
A Bumper Sticker answers the question “What do you do?” in 5-10 seconds with a benefit focus.
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The Bumper Sticker
I speak for organizations that want to help their
people have better, more profitable conversations
I speak for organizations that want to help their people have better, more profitable conversations.
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The Bumper Sticker
I speak for organizations that want to help their
people have better, more profitable conversations
Tag line alternative:I help people chit chat their way to success.
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The Bumper Sticker
I speak for organizations that want to help their
people have better, more profitable conversations
What you do:How you help:Tag line alternative?
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The “Perfect Pitch”• What do you do?
(Bumper Sticker)
• What problem do you solve? (“for example” Client Attraction Story)
• How is your product/service different?
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Tell your story . . .• Online: Website, Social Media, newsletters• Email• Print advertising• Face-to-Face: Networking events, one-to-
one, group presentations• And?
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Inspire
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The Hero’s Journey
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Current State (What is)
Transformed State(What Could Be)
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YOU
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“People don’t just buy our shoes, they tell our story”- Blake Mycoskie, TOMS Shoes
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Your client
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Diane’s Newsletterhttp://bit.ly/stbrnews