There's nothing quite like a good story. When sitting at a college lecture, listening to an athlete’s celebratory speech, or talking to a good friend, our ears perk up and our minds click whenever the word "story" makes an appearance.
A good story has the power to take a concept, a philosophy, and an idea and make it into a breathing, colorful entity, giving it life and making it real. It takes hazy notions and turns them into tangible, concrete objects that we can feel, touch, and that we can understand. A good story creates a bond, a connection. A good salesman knows how to tell a good story.
In marketing, telling a story is potent and powerful. When you tell people the story behind your product and company, they start listening. With the help of a story, you turn a cold, impersonal object into a warm and real personal connection. Imagine you supply a service, such as a computer technician. Your story begins when you were just a child and would spend hours taking things apart just to figure out how they worked, fascinated by the intricate technology.
Now, you've been working in the computer repair industry for over 20 years, and you love the challenge of determining the exact cause of the problem and providing a long-lasting, effective solution.
You're no longer just a computer technician. You are now someone who possesses an innate curiosity, a love for his work, and pride in his achievements. And you provide truly unique, individualized service. You've just created an intimate connection with your clients by giving them a real image of who you are, via a story.
What's the story behind what you do for a living? What drives you, what motivates you? What is the story behind your business, or the story behind your invention? How did it all begin? Tell your clients about your history and your mission, and notice how people begin to connect to you and become enamored with your unique expertise and focus. Tell them your story, and make your company and product come alive.
Now, let me tell you a story about a man named Jed...