How To Connect Instantly

"Those who tell stories rule society." - Plato

Why is it that most advertisements are quickly forgotten?

You watch them and 60 seconds later you can't even recall much of the content and likely even forgot what the brand was.

Why?

They fail to connect with you emotionally.

There is an ad running currently that is one of the best I have seen in quite some time.

In 30 seconds and using only 49 words, it tells an emotionally compelling story.

Before reading on, invest the 30 seconds to watch:

Whether you are an organization or brand hoping to be memorable, a non-profit looking to increase donations or a job seeker hoping to stand out in an ocean of candidates; telling a story that connects emotionally is crucial.

So, how can you tell an emotionally compelling story?

The Secret Sauce

Read on as I give you part of the magic I share with those who participate in my Elite Business Success Group.

It is called The Benefit of The Benefit Exercise.

If you take this exercise seriously, and actually invest the time to get this right, the story you tell will put you so far out in front of your competition they won't even be able to see your dust.

What do people?really?want? Why do they buy??

You may think it's the features and quality of what you sell.

But, talking about?what?you offer will lead to little to no emotional connection with your customers.

This lack of emotional connection is why often the question of?'How much is it?'?is the first one that occurs to people.

It's also the reason?sort-by-price?is a common practice for people when searching for the myriad options of various products and services.

You may think, it's?not?the features, but it's the benefit those features provide. (Much sales training focuses on that)?

BUT, that's not really what people want or why they buy either. It's definitely not what they pay top dollar for!

What they really want - and why they decide to buy - is the?benefit of the benefit.

THAT is what they truly value.

Here's an example:

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People don’t want ? inch drill bits, they want ? inch holes.

But, WHY do they want ? inch holes??

Perhaps they want to hang a picture.?

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WHY do they want to hang a picture??

To enjoy looking at it and having others see it over and over (and?the?feeling?that comes from themselves and/or others looking at it).

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Enjoying the picture each time they (or others) see it is?what they really want.

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That enjoyment is the benefit of the benefit.?

The ? inch drill bit is only the means to what they really want. People don't want the drill bit OR the hole. They want that feeling of enjoyment.

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Why is this important to know and understand?

It's important to recognize that the story to tell in order to get someone excited about buying a 1/4 inch drill bit is one about the enjoyment of the picture.

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Customers don't care what the product or service?is. They care about what it gives them or helps them do.

IMPORTANT:?

In the absence of any?perceived difference?between your offerings and that of every other product or service competing for people's attention and money, they will decide based on the primal desire to survive.

In other words, they'll choose based on price; which in and of itself is a strong emotional motivator because?Money = Survival.

This perceived difference?MUST?overcome the emotional pull of price. That is why clearly defining the benefit of the benefit is SO important.

• What do your customers want?
• What is the benefit?
• WHY do they want that benefit?

That WHY is the benefit of the benefit. IT is what they?really?want and truly value.?

So, in marketing and selling your products or services, be certain to tell a story that focuses on THAT.?

Here's an example story based on that 1/4 inch drill bit:?

Our customer Chuck was frustrated. He wanted to hang the framed picture of him with his Father at the Grand Canyon. The picture was important to Chuck because it was taken during the last vacation he ever got to take with his Dad.

To hang the picture he needed a ? inch hole in the wall but his old drill bit was broken. So, he went to the hardware store where he bought a set of Binford drill bits. The entire way home he was thinking about that vacation and how grateful he was that he had that picture of his Dad. Chuck knew it would help him remember the great times they had together.

When he got home, Chuck drilled the ? inch hole he needed with ease, hung the picture of his Dad and looked lovingly at it.

In a way, that Binford drill bit is helping him enjoy the memory of his Dad forever.?

The full process of the Benefit of The Benefit Exercise is a bit too long to share in this Newsletter. If you would like the full written training it is yours for the asking. PM me.

Would you rather avoid that work, stick to what you do best and have me write an emotionally compelling story that will help you sell more? PM me.

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Are you on the verge of being left behind in an increasingly competitive and rapidly changing world? ?? You can avoid being run over by hiring me to develop ideas and strategies that will help you increase sales and reduce customer acquisition cost.

Your organization can also help develop a culture of innovation by having us train your team on methods of thinking more creatively - on purpose.

PM me?so I can help you.

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About?Bob Sager

The Founder of?SpearPoint Solutions, Bob’s professional background includes over three decades of experience in sales, leadership and training. Combined with creative thinking, he uses that experience to develop business strategies that help organizations increase sales while reducing customer acquisition cost.

Additionally, Bob facilitates training on methods of thinking more creatively that organizations can practically apply to all aspects of their business so they can thrive in the modern?economy.?