Using Storytelling to Increase Sales

All humans find it impossible to look away from a certain type of story — the story of the hero.

That’s because we are hard wired for it.

In 1949, mythologist Joseph Campbell published a mighty tome entitled “The Hero with A Thousand Faces”, showing that cultures around the world, throughout recorded history, have felt an attachment to this same story narrative…

A hero ventures forth from the world of common day into a region of supernatural wonder

Fabulous forces are there encountered and a decisive victory is won

The hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.

This is the basic structure of Campbell’s Hero’s Journey, as described in his book. Disney has used this specific story form as the backbone of their movies. George Lucas took the Hero’s Journey and built the Star Wars series around it. It’s an incredible, exciting, never-dull narrative that keeps the reader or viewer intimately engaged.

When there’s conflict, there’s attention. When the hero gets called into a battle, we see ourselves in his or her shoes. This simple form of story grabs a hold of our nerves; of our bodies and we find ourselves completely engaged.

If you add the power of storytelling to your marketing, you’ll be able to build a deeper bond with your prospects and customers, engaging them in what you have to offer.

One of our favorite clients at Tech Guys and personal friend Bo Eason taught me that when you say something personal, it becomes universal. Specifically, the more personal the story you share is, the more universal it becomes. While I wasn’t sold when I first heard the statement, I began to see how it made sense…

When you share something specific and intimate about your business, or your life as an entrepreneur, you are allowing me to see where we connect. That humility becomes the universal connection to you.

In today’s marketplace, there is more noise than ever before. I was just at JJ Virgin’s Mindshare Summit in San Diego and I know for every one qualified, intelligent, caring doctor that was in attendance, there are 200 or more fly-by-night keyboard jockey doctor-wannabees competing against the same customer base.

Being the best doesn’t mean you’ll always get the business. Many times, it’s about the quality of your marketing and your ability to connect with your prospects.

In order to differentiate ourselves in the marketplace, we need to be more human. We need to share our stories and show what sets us apart from the competition. Sometimes, it’s credentials like degrees, certifications and awards. But more importantly, it’s how we share that information that best connects with our prospects and customers.

When you tell me your story and let me see the humanity behind your work, I get confidence in your leadership. You are setting a direction and telling me why you are particularly poised to be the best resource for me. No bulleted list of features can convey that.

Take a look at your marketing and “About Us” page on your website. Does your marketing walk me through the Hero’s Journey? Does it tell me why I should work with you? How you were called to action and had to win a great battle?

I want to know why you’re in the marketplace. What boons are you bestowing to me and why? If you’re an entrepreneur that has solved a great problem, don’t just sell me the solution, sell me the journey and the solution.
Write back if you’re using story in your business. How has it been helpful? Have you found it easier to differentiate yourself in a crowded market?

Casey

PS – Our upcoming webinar is Tuesday, September 13. RSVP right now so we can talk about sales forecasting, answering any questions you have!