The Top Secret to Getting More Business by Becky Amble ? 2021

The Top Secret: Tell stories. Yes, you read that correctly. Stories and metaphors are the most powerful form of communication that we have. Think about it. The last time you made a purchase and someone told you a story about using the product or service, do you remember the story or do you remember the list of features and benefits? Chances are you remember the story. Stories have a strong emotional appeal and since 98% of purchases are made based on emotion, stories are a powerful tool.

 Og Mandino: The Greatest Salesman in the World

 Case in point. In 1966 Og Mandino started writing. The Greatest Salesman in the World was published in 1968. Thirteen million copies have been sold. The format? A story. In 1972, using the same story format, Mandino published The Greatest Secret in the World which racked up 35 million in copies sold. Og Mandino wrote over 10 books following this format.

Ken Blanchard: The One Minute Manager

 How about Paul Hersey, Ken Blanchard and Situational Leadership? Is that on the tip of your tongue? Likely not, although you probably recognize Blanchard’s name. A number of years ago, I was captivated with the model of Situational Leadership and nobody talked about it outside of grad school.

Well, likely you have heard of The One Minute Manager written by Ken Blanchard in 1982. That book went on to sell 15 million copies. The format: Story. Blanchard has also written several books based on the story format. That is what put Ken Blanchard on the map. Today he is widely known.

 Branding

 Story is also widely used in branding. Ad agencies and those who specialize in promotion, are often masters at using stories.

 What can you do?

 Start using stories in your discussions with potential customers. Stories are also terrific in working with your team. So, how do you do it?? Here are three strategies you can use.

 Strategy One

 Think of your story topic. Then do 3 things.

1.     Write the Beginning, Middle and End.

2.     Start with 3-5 sentences for each part. Give yourself 5-15 minutes for each and set a timer and go as quickly as you can and write what comes to mind.

3.     Edit. Go back, add or delete and refine. Finish it.

 Strategy Two

 This strategy also has 3 steps:

1.     Premise, thesis or idea

2.     Supporting material. This could be your opinion, or research done by others.

3.     Conclusion. Wrap it all up with a conclusion or ending.

 Strategy Three

This is one that is borrowed from those in a job search. Job hunters have been told to craft stories to answer questions and tell about their successes. This keeps a person focused and efficient. One of the formats is the STAR story. There are other approaches that are similar.  

1.     S - Situation. Describe a situation you were involved with that had a positive outcome.

2.     T - Task. Write about what you did in the situation.

3.     A - Action. Describe specific actions taken to accomplish the tasks and to achieve desired results.

4.     R - Results accomplished based on your actions.

 Take Action

Start using stories to power up your sales and communications efforts. You will get better results. Stories give you a format to follow and keep you focused. Stories are more effective in making your point than rattling off features/benefits.  People love to hear stories and will often repeat them.

 Putting together a story doesn't have to be imposing. Most of the time, the hesitation is in our head. We ask ourselves: How do I do it? Will it be good enough? Make the decision to write a story. Pick one of the strategies and GO! Recruit a small team. It is helpful to have someone who will review and help with editing. Also helpful is having someone to keep you accountable so you actually do it! Consider recruiting a writing buddy. Tag me when you post your story!

 Becky Amble has spent over 25 years leading organizations to grow and increase profits through cutting-edge marketing strategies, market information and future trends. She has worked as a general manager and Vice President in corporate America and been a consultant and factional marketing resource for Fortune 50 companies to micro businesses. She has successfully navigated in over 30 different industries in the B2B space from med tech to professional service firms. She is a bestselling author of over 10 books and numerous articles. She continues to help her clients grow by identifying market needs, demographic trends and results-oriented business strategies.

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