Whether you are selling from the stage or selling through written copy, having a story is a must.
The average way to sell is to simply list out the benefits of your product or service. The problem with this approach is it creates doubt and resistance. Everyone can instantly tell that you’re selling something and they doubt whether it’s as good as it sounds.
Telling a story is a more covert way to sell, and if you do it right, it can be far more effective too.
In this video, filmed at the Titanium Mastermind in Los Cabos, Mexico, Dave VanHoose tells you the structure you need for a story that sells.
SHARE YOUR FAILURES
Don’t try to airbrush your story and make yourself look infallible. All this will do is create doubt and distrust in your audience. They’ll wonder what you’re hiding.
Instead, share your failures and struggles when you’re writing copy or speaking on stage.
For example, you lost everything in a foreclosure. You lost your job. You lost a close family member. You were diagnosed with cancer. Talk about how you never forgot that moment and it shaped you into who you are.
No doubt, your audience members are going through or have gone through similar struggles. When they hear about your low point, they will start to believe that you and they are alike. The trust will instantly go up.
THE PIVOTAL POINT
The next part of your story is the pivotal point. This is the point at which everything turned around.
For example, you did your first real estate deal and made $52,000. Or, you met a mentor and they gave you some advice that turned your failing business around.
The important part is that you anchor this pivotal point to the product or service you’re selling. Make it clear to the audience that if they buy your product or service, they too can experience the breakthrough that you did.
Finally, you finish off the story by talking about the life you now enjoy. This is the reward that your audience can look forward to.
STORYTELLING IS NON-RESISTANT SELLING
A common mistake is to include the final part – the benefits of your product and service – but leave out the parts that lead up to it.
The problem with this is the audience can not make the connection between where they are now and where you are. Instead, you just appear to be bragging. You create a lot of resistance in your audience.
When you tell a story, you don’t create the same kind of resistance. Instead, you create curiosity and trust. It’s a covert, non-resistant and effective way to sell.
The MOBE Titanium Mastermind goes into more depth on this topic. Members learn how to deploy advanced marketing campaigns and scale their businesses through successive revenue ceilings. To learn more about the Titanium Mastermind, click HERE.