Storytelling Creates Emotional Connection to Buyers

Stories are the fundamental ways that you engage with buyers. We’re too much laden in, here’s all of my wonderful features, do you see that our interest to you, if so we could be a great fit. People don’t remember that. There’s actually studies that show if I give people a list of bullets, anything more than three or four they are going to forget, and if they remember anything they are just going to remember that there was this list somewhere or possibly the first one on the list all the last one. But we constantly do that.

Stories create the emotional connection. It’s also one of the things that we want to do is that when we tell stories part of the reason why that situation and impact is so important, where we talk about the world without our products and services. Is that we get the buyer to start to visualize themselves in that world and they’ll start nodding their head saying yeah, that’s describing my world, and if it’s not describing their world they might not be a great prospect for you. But when you get someone to say yes, once they start saying yes they are more likely to say yes to something down the road.

So as you described your resolution they are already in the mode of saying yeah, I’m feeling that pain, oh that sounds like a good thing. If I just hit them with we provide a great solution that does all these wonderful things and changes everything, they are going to be on the defensive from the start.

So storytelling connects people emotionally. It gives them a context and an ability to be part of this story versus just expecting them to take it at face value of the wonderful features that you have.