How can you use emotion to improve sales storytelling?

Emotions play a vital role in sales storytelling. Weaving personal experiences into pitches create a genuine connection. Remember the excitement of landing that first big deal? Share that energy! People buy from people and emotions build bridges. So, let your stories resonate, be relatable and watch the magic happen. It's not just about products, it's about the shared human experience.

I used to tell terrible stories. I learned that storytelling was an art. Most people don't understand how to use emotional when they tell stories. If your stories and content on social media are vanilla, you'll fall into the sea of sameness. Don't do it.

Well I use story telling in my line of work. But this is where it is already authentic. It’s my story. My life story. Unless you are very accomplished at ‘telling stories’ I’d start with telling your truth. It’s a topic you know well and is usually impactful. I tell my personal addiction and recovery story. Nothing will grip someone more than a story….

The best stories help your prospect identify with the main character in your story. They have to see themselves in that role, facing those similar challenges, experiencing the same adversity, while eventually realizing the benefits of making it through the crucible with your help.

Well we can Infuse relatable characters, highlight challenges with resolutions, and appeal to aspirations to create emotional connections that enhance sales storytelling.

I have to say I don't agree with using fear or anxiety in your marketing - it's the same as digging into people's pain points. Totally unnecessary and it makes people feel even worse about themselves and their situation. If you want to stand out and attract empowered clients who are a dream to work with then create safety for them & show them how you'll solve their problems & help them achieve their goals in a positive way, using positive emotions. You can demonstrate this by telling stories of how you or a client overcame a problem & achieved a desire. Paint a picture of what life could look like for them once they've achieved their desires

Choosing the right emotion, that's the secret recipe in sales storytelling. From my entrepreneurial journey, I've found that not all emotions are created equal. It's like picking the right spice for your dish. Depending on your goal, you've got to stir up different emotions. If you want urgency, a dash of fear or anxiety can do the trick. Building trust? Sprinkle some happiness or gratitude with positive testimonials. And if you're aiming for curiosity, a pinch of surprise or intrigue adds that extra flavor. The key is matching the emotion to your message and where your prospect is in their journey. It's all about creating that perfect emotional recipe.

Often overlooked in the B2B world, content with emotion appeals to human beings on a deeper level. If we take into consideration neuroscience, it’s shown on a number of occasions that decisions are made at an emotional level. In the 1990s, neuroscientist Antonio Damasio conducted a study and concluded that, emotions and feelings are not a luxury, they are means of communicating our states of mind to others, but they are also a way of guiding our own judgements and decisions. So, if we really want to connect with our audience and influence them, we need to connect with them at an emotional level.

Here are some examples of different emotions that I use in my sales storytelling: 1- Hope: This is a good emotion to use when you are selling a product or service that can help your customers achieve their goals. 2- Happiness: This is a good emotion to use when you are selling a product or service that can improve your customers' quality of life. 3- Trust: This is a good emotion to use when you are selling a product or service that is complex or expensive. 4- Urgency: This is a good emotion to use when you are selling a product or service that is in high demand or has a limited-time offer.

Choose emotions aligning with the brand and the desired response, creating a compelling narrative that resonates deeply with viewers.

As you're telling your story, leave space for engagement, feedback, and cues that will help guide the path of your story. It's always useful to have multiple paths to your story so you can navigate through as guided by the interactions with your prospect. Be prepared to adjust and even pivot as needed when you sense the intended story is not resonating.

The human brain thinks in pictures so if you want to make sales easier for yourself you want to use your words to create mind-movies. You want your prospects to be able to picture themselves in the result that you offer. Being specific also helps. No one can picture "living your best life" But they can picture "being able to knock off work at 1pm to make it to little Johnny's soccer game"

It's all about painting a vivid picture in your prospect's mind. Ditch the generic phrases and dive deep into the sensory details. Think about it - would you rather hear about "improved productivity" or the tangible 10 hours you'll get back each week? It's about making them feel, see, and nearly touch the benefits. The clearer they can envision the perks, the closer they are to saying 'yes'. Give them more than words; give them an experience. Happy storytelling!

Using sensory language, that's your secret weapon in sales storytelling. I've discovered that it's like painting a picture with words. Instead of being vague, be specific. Don't just say 'improve productivity,' say 'save 10 hours a week.' Make it real, make it tangible. This way, you're not just telling a story; you're showing a movie. It helps your prospects see, feel, and experience the benefits of your offer, and that's how you make your stories stick in their minds.

Sensory words can evoke emotions more effectively. When your prospects can vividly imagine the positive impact of your solution, it can trigger positive emotions like excitement and anticipation.

This is one thing many people forget to do. You always want to tell your audience what they should do next otherwise they won't do anything. And be specific about what they are doing and why? What will they get out of it. For example: many coaches & experts use vague CTA's such as "if you'd like to talk about how I can help you visit my website or book a call" That's too vague for people to actually take the action. Instead, ideally you would have been talking about how you solve a specific problem for your market so you would tie your CTA to that "xyz problem is just one of the things we work on in my program, where we also do this and this. If you're interested in seeing if my abc program is a good fit for you, send me a message"

Adding a call to action, that's like closing the deal in sales storytelling. From my entrepreneurial journey, I've seen that it's all about guiding your prospects to the next step. Be crystal clear about what you want them to do – whether it's booking a demo, downloading a guide, or signing up for a trial. Your call to action should be a bridge from your story to your offer, and it should light a fire under your prospects. Use emotion to remind them of the positive outcomes they can achieve or the pitfalls they can avoid by taking action. It's not just a 'the end'; it's a 'let's get started.

Every great story has a climax, right? In sales storytelling, that climax is your call to action (CTA). You've laid out the scene, evoked those emotions, and now? You need to guide your audience on what's next. Don't leave them hanging! Be specific: Do you want them to schedule that demo or grab that guide? And here's a pro tip: Tug on those heartstrings just a bit more. Remind them of the sunny days ahead with your solution, or the storms they might dodge. Your CTA isn't just an instruction; it's the grand finale. Make it count!

Prompt viewers to take specific actions, guiding them towards the next steps, be it making a purchase, subscribing, or sharing the content, ensuring the emotional engagement translates into measurable results.

Here are some of my tips for writing effective CTAs: 1- Use strong action verbs. For example, instead of saying "Learn more about our product," you could say "Schedule a demo today." 2- Create a sense of urgency. For example, you could say "Sign up for a free trial before it's too late!" 3- Offer a benefit. For example, you could say "Get 20% off your first purchase when you sign up for our email list." 4- Make it easy to take action. For example, include a link to your website or a button that says "Sign up now."

In all great stories, there has to be a hero. And in the best SALES stories, that hero is the audience. People learn from what the speaker failed to understand.

Always align your promises with your delivery. 1- Make sure your promises are realistic and achievable. 2- Track your conversations and make adjustments as needed. 3- Communicate regularly with your customers about their expectations.

The more emotionally charged and authentic, the better. Storytelling is like a song lyric-to be really good, it has to make your audience “feel” something.

Authenticity Infuse genuine experience and real life stories to build trust and authenticity, allowing viewers to relate the emotional journey, fostering a lasting connection with the brand.

Leveraging emotion in your sales storytelling is a powerful way to connect with your audience on a deeper level, capture their attention, and influence their buying decisions. Here's how you can use emotion to enhance your sales storytelling: Understand Your Audience: Begin by knowing your target audience's values, aspirations, pain points, and motivations. Choose the Right Emotion: Select the emotion that aligns with your product or service and your audience's needs. Create a Relatable Protagonist: Craft a relatable character or persona in your story who embodies the emotions you want to convey. Highlight Pain Points: Identify the pain points and challenges your audience faces, and use storytelling to illustrate these issues.