No story in your business? Then you are dead!
There’s another reason that the ‘Number 3 Changed My Life’ trick works so well though…
And that’s because it’s personal. It’s a story. And we love being regaled by stories.
Look at these two titles and then decide which you’d rather read:
1, How to Make Thousands from a Mobile App
2, How I Made $11,236 from a Mobile App
The first title is generic, it’s removed and it’s somewhat dull (let’s be honest). The second title though? This one pops and it has immediate intrigue.
The main reason for this is that the second example tells a story. We know that we’re going to learn not only how to make an app but also how it feels to have a successful app. That means we can imagine ourselves in that person’s shoes and we can daydream about being successful app owners ourselves.
And as a story, it’s likely to be much more engaging and interesting with a beginning, middle and end.
At the same time though, the latter option also has a number of other advantages. For starters, this option tells us that the person writing knows about apps and how to be successful first hand. This isn’t an article written based on some general advice – this is an article that will recount exactly how someone actually managed to be that successful. We have a specific amount of money even which sounds very believable and real. It makes the source much more real and much more trustworthy.
More Benefits of Telling Stories
Telling stories works in a lot of other ways too.
What you have to recognize is that humans naturally relate to stories – it’s a primitive thing and it’s the way we’ve been passing on information for countless thousands of years. We used to sit around campfires regaling each other with tales of our adventures. But what we didn’t do back then was tell people about how they too could ‘earn $100 a day by clicking a few ads’. If you want to appeal to someone on a primal and basic level, then use the form of communication that has survived since the dawn of man!
Think about your own experience of stories and you’ll know this to be true. Do you remember what it feels like to finish reading a book and to feel like you’ve been jolted out of a dream? Or to walk out of the cinema and have no idea what time of day it is? To be surprised to see it’s gotten dark?
Stories can move us to tears, they can make us angry and they can make us laugh.
A cold sales pitch or ‘Top 10 Ways to Lose Weight’ just can’t do this.
It’s something that a surprisingly small number of bloggers and webmasters
have caught onto but their loss is very much your gain!
This is just as important when it comes to selling as well. Start a sales pitch with:
“I was in the same position as you…”
And your readers will wake up, take notice and read on. This is FAR superior to starting the same sales letter with: “Introducing the best ebook on fitness”
Do you see the difference?
Building a Personal Brand
If you want to take this story idea and roll with it, then something you can do is to build a ‘personal brand’. That means that the main brand for your website or for your business is going to be you. This in turn then frees you to write about your own experiences, to recount tales from your life and to speak directly to your audience.
In turn, everything you write will seem more relevant, more engaging and more fascinating and your audience will feel as though they know you – which definitely helps a great deal when it comes to winning their trust and making more sales/orders!
Personal brands also allow you to do a number of things on social media that you otherwise could not. For instance, you can now Tweet about your day, or upload pictures of Instagram of yourself in coffee shops/at the beach. You can let your fans get to know your dog, your friends, your partner – and all of this will help you to build a stronger connection with them. That’s how you create true fans.
And likewise, you don’t sell fitness books: you sell abs.
And you sell confidence.
And a great sex life.
You didn’t read this blog post because you wanted to waste your time. You read it because you wanted to be heard. You wanted your own platform. Maybe you wanted financial independence. Or you wanted to know how to differentiate yourself from others.
It’s the feeling that you’re giving that really matters and very often this can relate to a lifestyle.
And this once again relates back to the target demographic and the persona. What lifestyle are you promoting? What lifestyle does your audience want? What are the things that they enjoy and respect?
If you have a fitness blog then you’re selling the fitness lifestyle and that means healthy eating, energy, time outdoors, muscles and confidence.
If you have a gardening blog, then the lifestyle is probably more closely related to having a great home, to relaxing in the evening and to nurturing things to feel proud of. Maybe ‘going green’ is closely related and maybe you could even call this a ‘natural lifestyle’.
Either way, once you identify the lifestyle you’re promoting, you can then ‘sell’ that lifestyle through social media and through your personal brand.
Be consistent, do not drift off from your main stream, but try to make your Facebook pages and your Instagram inspiring and encouraging for those people if you are trying to promote via social media.
The photos you upload might be of you in the gym, or wearing clothes that look great because you go to the gym. Maybe you share photos of you playing with your dogs on the beach – because you’re fit and healthy enough to do that. Maybe you share inspirational quotes on Twitter.
Likewise, for the gardening blog, you might want to share pictures of your plants. Maybe of healthy home-cooked dinners. Maybe of cosy nights in with the family. Or perhaps nice walks through areas of natural beauty.
In all these ways, you are selling your lifestyle and helping more people to buy into that promise. They will then want to get closer to you for the belief that in doing so, they can develop a similar lifestyle for themselves.
The only way your business can survive
I want to emphasise again how important it it to have a story behind your promotion. No matter how good your product and service is, they can be copied. Other business just use the same idea and start becoming our competition which puts us in more pressure environment.
That is what the story comes into play. Everybody has a different story to tell because we all have a different walks of life in the past and no one is having the exact same scenario as the others so that has to be conveyed to your reader or to your prospects in the most appropriate way so that they are interested in you, not the service.
Remember that you don’t need put down yourself even if you don’t have an extraordinary life in the past. People underestimate how interesting your experience is to others. Once you try to start writing up your story, you will soon find out how much contents you can actually write, but at the same time, it gives you a great opportunity to reflect yourself.