Initially, I wasn’t big into storytelling. I’m mostly a FACTS guy, so I just told the facts, tell people what they’d get when they buy my products and services, and hope they’d buy.
However, while I was staying at the Funnel Hacking Live 2018, I had a mindset shift. What if I started telling more stories and tying them back to what I wanted the other people to do, accept or buy?
This realization came to be because the main character of the whole show, Russell Brunson, was a perfect storyteller. For every point he’d make on his presentation, he’d also use a story to get his point across.
And I remember that this changed the way I used to do webinars back in the day. From a purely facts-benefits position to a much more storytelling-emotional position.
And boy the results were different.
You see, we’re emotional beings. No matter how much you’re trying to be professional, or even if your audience are guys with suits and ties, we all make decisions based on emotions, and we support them by logic.
So the best speakers during this entire event based their presentations on stories. For example, Russell talked about the time he was beaten in wrestling, almost shattering his dream to be a State champion.
He tied that to preparing yourself and working on those tweaks that can move your business forward.
Another master storyteller was Tony Robbins. He has such a polished speech that you can almost hear the same things over and over again on his public presentations.
Like that time when he was about to make a big event in Vancouver, Canada, and he got shut down by the government because of the lack of a work permit. So what he did was to get all of the attendees for the event on a bus and cross the border to the USA to get the event done.
He tied that to being resourceful and developing the skill of a peak state of mind.
There’s always a structure to what’s known as “StorySelling” or selling by telling stories. And it’s a simple 3 step process:
1. Define what your concept will be about.
First off, you need to decide on what point you want to get across. Whether it is a controversial idea or a belief that you want to turn around, just make a point of this and remember it.
2. Use the Star, Story, Solution structure.
He uses himself or some other people as the Star of the story. For example, in his story about wrestling, the star was himself, and he had a mission of being a State Champ.
Then comes the Story, and the obstacles the Star goes through that prevent him from getting what he wants. For example, Russell mentioned that he was supposed to become a State Champ but in his first match, he got beaten up pretty bad by the best guy in his category.
After that, he was pretty devastated, and he didn’t want to train anymore. But his father and coach at the time studied every move the other guy did for a lot of time, so he trained Russell on how to beat this guy over and over again.
At the final match, they met again and Russell won because of all the preparation, the commitment and the “little tweaks” he made to his technique, which made him a State champion after all.
3. Tie your story to your initial concept.
Finally, you want to tie your story or experience to the initial concept you defined. In Russell’s case, was the fact that you only need to make some small tweaks to your funnel for it to become a money maker.
This was the case because he only needed to make a couple of tweaks to his technique and study a lot to become a State Champion.
None of us, including these great speakers, are born with stories to tell. You need to come up with stories and tie them up to whatever you’re trying to get your point across.
So if you’re getting ready to give a conference, a lecture or just talk to a prospective client or jump on a webinar, just think on what the beliefs of your audience or prospects really are, and come up with a story that would help you revert them.
At some point, you’ll have so many stories in your inventory that would be easy for you to get stories and put them to work on the fly.
Now that you know the power and the effectiveness of stories, you might be wondering where and how to use them. Besides the usual presentation or business call, you can go ahead and use them in your ads (with the long body copy that I use here), in your videos, in your live events, in your sales pages, etc.
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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