How to Use Storytelling to Sell Your Brand and Vision

How to Use Storytelling to Sell Your Brand and Vision

Here is the lesson you need to learn from that: people remember how you make them feel, not the information you give them. As an entrepreneur, it's your responsibility to change how people see the world and have them buy into your vision. Related: Why Storytelling Will Continue to Be the Go-To Marketing Strategy in 2018 Point, Story, Metaphor To help you become more persuasive, here is my point, story, metaphor formula. Next comes the Story. You can plug any message into the Point, Story, Metaphor formula. Why you need stories at every level As an entrepreneur, you need to use the Point, Story, Metaphor formula to sell your product or service to your market. Those high-performing people want to work for a business with strong values and a strong message -- just like they have in their own lives. "But, I don't have a story, what do I do?" You had other options besides starting your own business. And as you attract those people to become your clients, your customers, your team members, and your business partners, you will build the foundation of a true business empire.

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How to Use Storytelling to Sell Your Brand and Vision

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The reason why the Bible is the bestselling book every year is because it delivers its lessons as a series of stories. And if you don’t want to use the Bible as an example, pick any other world religion that has attracted millions of followers and has kept growing for centuries. They all deliver their lessons through stories.

People are hardwired to listen to stories and relate them to their own lives. Religions figured this out a long time ago, hence why they all use stories. Stories are simply the best possible way to transfer information into someone else’s mind and make it stick.

I can back this up with a personal example, too: When I first started speaking at events, I would give out all my best information without any stories or personal details. I would literally give people the exact tools and procedures I was using to build by own seven-figure (now eight-figure) business.

I thought, incorrectly, that this would be enough to capture people’s attention and get them to take action. Instead, I would have a room full of people politely nodding along and then giving me a lukewarm response (and lukewarm sales) on the way out.

Later, when I stumbled across my “Point, Story, Metaphor” formula, I would get off stage and have people come up to me with tears in their eyes. They would tell me that they finally got the message, they could see the light in the darkness, and they were ready to go home and save their businesses.

Here is the lesson you need to learn from that: people remember how you make them feel, not the information you give them. As an entrepreneur, it’s your responsibility to change how people see the world and have them buy into your vision. For that to happen, you need them to remember you and you need to be able to change their emotional state.

Related: Why Storytelling Will Continue to Be the Go-To Marketing Strategy in 2018

Point, Story, Metaphor

To help you become more persuasive, here is my point, story, metaphor formula. I’ll walk through an example of one of my own messages here so you can see it in action.

The Point is simple: Just directly state your lesson. For example, I always tell people, “Leadership is always the problem and leadership is always the solution.” Your Point should be simple and direct, just like that.

Next comes the Story. The Story needs to show the negative consequences of not following the Point and then show the positive outcome of following it. For example, I always follow up the Point above with the story of my own leadership crisis. Back around 2013, my franchise was in chaos. I literally had employees trying to sabotage…

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