Using Story To Sell Your Services And Products

Using Story To Sell Your Services And Products

Ever wondered why long form sales copy or emails always seem to talk about a person’s life or experience?

Have you seen shows like the X Factor or Britain’s Got Talent and wondered why some of the acts – generally those already picked to go through to the next round before hitting the TV – have a sad tear jerking story which they are allowed to share?

One word..

Emotion.

It’s all to do with simple emotion.

Stimulate people’s emotions and you can generally get them to do what you want them to do.

We humans are emotional creatures, we act on emotions, good or bad.

People often do things which they know are wrong yet they still do them… why?

Because our actions are driven by emotion more than logic.

This is why shows like the X Factor tell sad and weepy stories… they want to get you emotional, they want you to shed a tear, it’s how they hook you into the show.

“I just had to come and do the show, my grandma… she always believed in me… she was my number one fan and came to all my gigs. She said to me one day, ‘Dave, you should be on that X Factor show, you can win it.’ I said, ‘no, I can’t go on there… I am not good enough, those singers are so much better than me’.” 

“Not long after that while watching me belting out ‘Live forever’ by Oasis she suddenly died in a terrible incident involving an unsucked custard cream. It was then that I thought… ‘I gotta go and do the show… this one’s for you gran… I love you.”

They share these stories to get you onside with the people they believe will go through to the final few shows. They want you to root for them.

Why?

It keeps you watching the show… and more importantly… you will call or text the show to vote for the person or group you want to win.

You become part of the show, by calling or texting the show you have become a customer… you have spent money with them. And as big businesses will tell you, it is far easier to sell a product to someone who has already spent money with you.

Every weekend millions of people tune in to watch the next stages of the competition. Not only do these show makers and TV networks make a lot of money from advertising during the ad breaks, sponsorship deals and from premium phone lines during voting, they also create a hungry market just ripe to sell their products to.

Which for a show like the X Factor, Britain’s Got Talent or American idol who are looking for the next big singer or band, is just too perfect. Their marketable product is the winner (and runners up) of the show and their singles and albums which will follow.

(Who?

They are singing and dancing all the way to the bank.

Going back to using story to sell…

We humans learn through story. Ancient cultures passed on their history and their values through story. Just look at the bible and other religious books. They tell stories from which we are meant to learn from.

It is easier to remember facts through a story than it is to try and memorize an actual fact itself.

Scientists believe that our human brains are ‘wired for story’. Story is everything, it is how we learn and how we grow.

We spend so much of our time absorbing stories, we watch soaps and dramas on TV, we watch films and plays, we read books and magazines and we chat and gossip with friends about what people have done or are doing in our crazy little world.

Story is the backbone of human existence. It is the medium through which we get people to identify with us or specific experiences… including products and services.

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