How to use story selling to get new clients.
Years ago, I tried cold calling to business owners. Time after time I was rejected.
It didn’t matter what approach I made I never got to see anyone.
Out of frustration I sat down and wrote a one-page letter introducing my company and what I could do to help people save money.
That letter made over $200,000 in just 7 months.
The written word is more powerful than the spoken word.
Because you can take the time to carefully craft each sentence ahead of time.
You would never forget to say the right things at the right time.
Let me ask you this…
What do good comedians and great fiction writers have in common?
They are wordsmiths.
Both deliver concise, convincing and compelling messages with just their words.
They also use misdirection to keep you hooked and you don’t know what’s coming next.
They will use original phrases like…
“If it wasn’t for all this confusion with the government guidelines right now, we wouldn’t have a clue what’s going on.”
With story selling the writers will hide their real message inside the story they are telling.
We love stories, but even more than that we love to mull over the story after to try to make sense of its real meaning.
An astute storyteller will have you thinking for hours and hours after you’ve finished the story.
And when you’ve figured out the meaning it’s too late.
What do I mean?
The storyteller has worked her magic and made you convince yourself of the true meaning of her message.
It’s what I call the ‘Trojan Horse’ method of influence.
The trojan horse is the story that entertains and distracts you all the while the “soldiers inside” sneak out into your mind and have you change your mind without you knowing it.
And what’s even better is the fact you enjoyed every moment.
They use story selling so you end up selling yourself.
Imagine what would happen if you could do the same in business.
In 2006 I became fascinated with fiction writing.
And I wondered if I could use what I learned and put it into my own style of story selling.
I began studying the hero’s journey framework in stories.
Did you know all the top selling books and the highest grossing films all employ the hero’s journey story?
Here’s the first four plot points.
The hero is shown in their day-to-day life. Their ‘ordinary’ world.
Next they get an unexpected, and usually unwanted ‘call to adventure.’
Then they refuse the call and go back to their ordinary world.
After that, they are forced to cross ‘the first threshold’ and begin their hero’s journey with no going back.
The real story now begins as the hero or heroine is introduced to friends, tests, and meet the villain.
Don’t believe me?
Go back and watch the first Star Wars movie.
Any Harry Potter movie.
The Lord of The Rings.
And even 50 shades of Grey.
The number one, the most important element is the hero’s transformation.
The second most important thing is the writer has to get you to ‘fall in love’ with the main character, our hero or heroine.
Have a guess at how much fiction outsells non-fiction by.
If you said 500 to 1, then you’re right.
What does that mean to you and me?
Instead of using features and benefits, boring facts, and statistics we use story selling instead.
When I “hid” my sales benefits inside of a story I didn’t need to sell myself or my company anymore.
In April 2006 I was selling kitchen makeovers on commission only.
In the first month I was there I was the top salesman in the company.
They ask me to tell them what I did.
I told them I just went in people’s houses and told them stories.
Just for the fun of it I decided to teach my new story selling strategies to 33 salespeople at the fifth largest conservatory company in the UK.
I got paid $8,000 for teaching them.
Their sales almost doubled the first month.
All I taught them was how to tell their own hero’s journey story to their prospects.
Within two months these salespeople become masters at story selling.
Fast forward to today and I’m watching fiction.
Piecing together all the story selling tricks the writers use to get me hooked and keep me watching.
For example, after watching the brilliant Netflix series “The Last Kingdom” I discovered the writer, Bernard Cornwall (famous for the series Sharp) uses a 14-point checklist to get you to like his main character.
Today I use this to help my clients become instantly likeable to their prospects.
The 14-point story selling checklist avoids scepticism and objections of any kind.
After watching the amazing series “The Queens Gambit” I worked out how to make almost anyone enjoy learning about a dry subject.
I mean, have you ever watched a four-hour game of chess?
It’s about as exciting as watching a toilet flush.
However, after the series aired chess has now enjoyed a resurgence world-wide.
Now, let’s say you’re a consultant who helps business owners protect themselves against accidental fires.
Not if you add story selling.
12 years ago, I had a client who did exactly that.
However, when I first met he couldn’t get clients.
So, I created a document full of stories of business owners who thought accidental fires could never happen to them.
The following week he went to a trade show in Birmingham, England and got 92 leads in three days.
He was too busy to talk with me after that.
My greatest aha moment was after watching “Groundhog Day” 12 times.
It took years for this great movie to impress upon my mind how a character can go from not being liked to being admired by everyone and eventually the girl he was in love with.
If you haven’t watched it, the main character is a weatherman who is full of himself.
By the end of the movie, he goes from being selfish to selfless.
Now that’s transformation!
Because of that I was so inspired I wrote a The 14-point story selling checklist that I give to my clients.
Once they complete it (usually with my help), I write their business story.
If you don’t have a business story – the real reason why you do what you do – and why you’re passionate about what you do – then you’ll just be a “me too” coach, consultant, or expert.
And as you already know, active persuasion turns people off.
You know those times when you’re spewing out jargon.
Telling people how wonderful you are and how long you’ve been in business.
It’s obvious that no longer works.
Copy fiction writers like I have, and you’ll make the biggest impact on those you want to influence, and they will want to become your next client.
I created my 14-point story selling checklist to help experts, coaches, consultants, and speakers to attract new clients through their back story, or what I now call their “business story.”
My 14-point story selling checklist allows future clients get to know, like and trust you through story selling so you never need to sell, influence or persuade.
If you want my 14-point story selling checklist email me email@example.com and I’ll send it to you.
Then you craft your backstory to get more clients without or with my help.