A transformational story is one of the most powerful ways to motivate people to action.
Every person has their own back story. You have your own back story, and so do all of your customers who have used your product.
You may think your story is boring, but some people are going to relate to it. Knowing that someone like them has gotten life-changing results with your product can help give them the confidence to buy.
In this video, filmed at the Super Charge Summit in London, Paul Dunstan talks about using a transformational story in your marketing.
WHO CAN YOU REACH?
Each story is going to appeal to a different class of people. You don’t have to reach everyone, and you wouldn’t want to reach everyone. Some people are not going to relate to you or be interested in your product.
For example, Chris and Susan Beesley target retired baby boomers in their marketing. Their story brings those kinds of people in, because they are the ones who can relate. Paul Dunstan wouldn’t want to target the same people, because he has no affinity with them. He would have a much harder time building rapport with that market.
If a retired factory worker is selling information about online business, and he tells his story about having to scrape to make ends meet and borrow on credit cards, his story won’t appeal to everyone. A city banker who’s making $200,000 a year but hates the pressure of the city and wants to start his own business is not going to take much interest in that story.
Your story is going to appeal to certain people. They are the ones you will reach, and they are the ones who you will have the easiest time building rapport with and selling to.
EVERY STORY CARRIES A REASON WHY
Every transformational story carries a reason why. You must know what this is, because this is the same reason people will move forward with buying from you after they read your story.
The first two questions Paul Dunstan asks his students are:
1. Where do you want to go?
2. Why do you want to do it?
He finds that a lot of his students don’t know the answers. If you don’t know, you will struggle to help your customers achieve their own goals through your product. Chances are, they don’t know either.
If you do know exactly the reason why your customers are in the market for what you sell, you can speak to their reason why and guide them towards buying.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to find customers, sell to them and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.