How do you build trust and rapport with your audience through storytelling and testimonials?

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Trust and rapport are essential for any successful sales presentation. You want your audience to feel connected to you, your product, and your message. But how do you achieve that in a short time and with limited interaction? One of the most effective ways is to use storytelling and testimonials to show your audience the value, benefits, and results of what you offer. In this article, you will learn how to craft and deliver stories and testimonials that build trust and rapport with your audience.

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1 Why storytelling and testimonials work

Storytelling and testimonials are powerful tools for sales because they appeal to both the rational and emotional sides of your audience. Stories engage the attention, imagination, and emotions of your listeners, while testimonials provide social proof, credibility, and validation for your claims. Together, they create a compelling narrative that shows your audience how your product or service can solve their problems, meet their needs, and improve their lives.

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Maury Rogow, CEO

Building businesses with Ai + storytelling Honored to have 70k+ professionals & 800+ brands grow by 2.5Billion Published: Inc, Entrepreneur, Forbes. ?? Stories sell, create yours here. ? Let's connect
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70% of your sales are done without your sales people involved. They are delivered in your videos, on your website, via social media, and in reviews. Stories are scientifically more memorable than facts. That means your sales will thrive or die based on the stories you tell. Online and in person. When you tell the right story, at the right time: Your customer feels heard They feel you care They begin to root for you It all comes down to the customer journey and being a master of telling the right stories THAT BUILD VALUE. That means faster projects, higher revenue, and more sales. From your trade show booth, to your product demo, your presentations, and your website, telling YOUR best story will make you a better leader.

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2 How to choose the right stories and testimonials

Not all stories and testimonials are created equal. You need to choose the ones that are relevant, specific, and authentic for your audience and your product or service. To do that, you need to understand your audience's pain points, goals, and motivations, and tailor your stories and testimonials accordingly. You also need to select stories and testimonials that showcase the features, benefits, and outcomes of your product or service, and highlight how it differs from the competition. Finally, you need to use stories and testimonials that are believable, relatable, and verifiable, and avoid exaggeration, fabrication, or manipulation.

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3 How to structure your stories and testimonials

To make your stories and testimonials effective, you need to follow a clear and simple structure that guides your audience through the problem, solution, and result. A common structure for stories is the STAR method, which stands for Situation, Task, Action, and Result. You start by describing the situation or challenge that your customer or client faced, then you explain the task or goal that they wanted to achieve, then you describe the action or steps that they took with your product or service, and finally you reveal the result or outcome that they achieved. A common structure for testimonials is the PAR method, which stands for Problem, Action, and Result. You start by quoting your customer or client on the problem or need that they had, then you quote them on the action or decision that they made with your product or service, and finally you quote them on the result or benefit that they experienced.

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Maury Rogow, CEO

Building businesses with Ai + storytelling Honored to have 70k+ professionals & 800+ brands grow by 2.5Billion Published: Inc, Entrepreneur, Forbes. ?? Stories sell, create yours here. ? Let's connect
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The STAR method is one structure, but I have found the Hero's Journey is more effective. It is used in blockbuster movies, our commercials and speeches when we consult with leaders. The classic version has 12 parts, so I simplified it for speeches and commercials. I call my simplified version: THE EPIC STORY E is for Empathy P is for the Problem I is your Impact C is the change AND the Call to Action I created this formula to be universal: Meaning, it can be used When you open a meeting and need to inspire the room, as well as in your videos, on your website, in social media posts, and in internal meetings, to share your vision of the future. The most effective story format, is the one that you are comfortable using.

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4 How to deliver your stories and testimonials

To make your stories and testimonials engaging, you need to deliver them with confidence, enthusiasm, and emotion. You need to use a conversational tone, a natural pace, and a clear voice, and avoid jargon, filler words, or monotone. You also need to use body language, facial expressions, and eye contact to convey your passion, sincerity, and empathy. You can also use visual aids, such as slides, images, or videos, to support your stories and testimonials, but make sure they are relevant, simple, and high-quality.

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5 How to follow up on your stories and testimonials

To make your stories and testimonials impactful, you need to follow up on them with a call to action, a summary, and a question. You need to tell your audience what you want them to do next, such as sign up, buy, or contact you, and give them a clear and compelling reason why. You also need to summarize the main points and benefits of your product or service, and remind them of the stories and testimonials that you shared. Finally, you need to ask them a question that invites them to share their feedback, opinions, or questions, and show them that you value their input and interest.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you build trust and rapport with your audience through storytelling and testimonials?

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1 Why storytelling and testimonials work

2 How to choose the right stories and testimonials

3 How to structure your stories and testimonials

4 How to deliver your stories and testimonials

5 How to follow up on your stories and testimonials

6 Here’s what else to consider

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