18 minutes | Apr 18, 2021

Ep 38: How Your Story Can Have Impact and Influence

Gaps and building bridgesThe goal of every business is sales. Without it, the business dies. Plain and simple. You need to sell your products or services one way or another. There are a lot of ways to do this, but there’s currently a huge gap between your target market and you and you need to close it. You need to build a bridge and then get them to walk over it.  Now this may happen one step at a time, over time, or you may have found a way to close that gap a lot faster. But people don’t normally buy something the first time they see it or hear about it. Normally, it takes a few times for people to warm up to you or your product or service and help them through the sales process. If you’ve been listening to this podcast recently, you’ll already know about the ‘know/like/trust/try/buy’ process. Simple, but not easy.  Closing the gapSo how do we close that gap so that people will buy our product? What bridges do we need to build? Do you just talk about your expertise and how great you are? Do you just talk about your products or services and how great they are? Or is there another way that’s proven to be successful. If you watch TV or listen to the radio, you may be in the habit of partially tuning out when it comes to the commercials. I can’t blame you. I spent many years muting the TV during commercial time. But now, I’m going to ask you to pay attention to at least some of the commercials. If you watch or listen closely, you’ll see a pattern with their message and how it’s delivered. These commercials spent a lot of advertising and research money in making all these ads and believe me, they know what they’re doing. More and more ads are persuading people to buy through the use of stories. And some, really tug on the emotions more than others but they use a blend of emotions and logic…and we’ll get to that later on. But for now, I’d like to talk about stories in a different way. Your story. How can you use your story to get your products and services into the hands of customers who need it? Those who bridge the gaps win. If you can use your story to build a connection with your target market you get them moving in your direction. They start coming to you. As Kindra Hall puts it in her book ‘Stories That Stick’, “Is there a way to simultaneously capture attention, influence, and transform audiences? How do you build bridges that last and close the gaps once and for all?” Storytelling. In the end, stories are what sticks and more and more advertisers are using them. But there’s many different kinds of stories and it’s not possible to go through them all, so I’m just going to talk about one in this episode; the Founder’s Story. But before we get to the Founders Story we need to go over the components of a great story. Again, according to Kindra Hall, the 4 things great stories should have are:• An identifiable character• Authentic emotion• A significant moment• Specific details (details about being human, not about numbers or stats)Since this is about you, your company and how you can sell your product and services, the Founders Story will be used to give yourself the credibility you’ll need to start bridging the gap. You’ll be the ‘hero’ so to speak in this story but we’re going to do it in a way that’ll give the listener a natural emotional connection, without bragging about you. I've included the long version of my Founder's Story in this episode for you to hear as an example. If you need some free resources to help you get started, just go to www.tomclairmont.com/resources. We'd love to hear from you about this episode! Click on this link for a free gift: Episode Rating
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