From Emette Massey
When was the last time you heard a good story? You know a story that left you filled with wonder, joy and a big ol’ smile on your face?
You were instantly pulled in, glued to the moment, and completely entertained.
It’s always a pleasure to be around folks who know how to tell a good story.
Storytelling has been around for centuries. Back in the early days of Christianity, Jesus told stories called parables to share advice, inspiration and helped spread “the word of God.”
My grandfather always told stories of his adventures during his younger days. One of my favorite teachers in elementary school always told great stories that made learning much more fun.
Stories Make Your Marketing Sing
Did you know, good story telling has a place at the marketing table as well? Yep. And it’s no surprise that great marketing and great story telling go hand in hand.
Boost your marketing by sharing stories about your product, company or any related item to the marketplace.
Great writers (and street wise sales people) are always great storytellers. And if you want to up your game as a successful marketer, then learn how to tell a good story.
Here’s why stories matter
First, stories boost your credibility. Think about it: before you can tell a good story, you need to know your stuff. You are instantly more believable when your expertise is highlighted in a story.
Trust. Credibility and trust go hand in hand. And when we hear a good story, we naturally make a connection to our own situations. This also cuts the timeframe for building rapport. And you already know about doing business with people that we like and trust.
Bust through sales resistance. We hate being sold to. But we like to listen (or read) a good story.
It’s beyond the scope of this article to show you how to write a good story. But know that it’s worth the skull sweat to learn how to write (or tell) a good story.
Google is your friend. Just search “how to write a good story.” Then, follow up on a few of the suggestions.
You can also check out a few good books on the subject. Examples are “How To Write A Damn Good Novel” by Jim Frey and “Man & His Myths” by Carl Jung.
Unless you live in a cave, you know at least a one or two good storytellers. The next time you’re around them, pay attention to how they structure their stories. Listen how they begin their tale. Listen to how they deliver the punchline.
Keep a diary on your daily happenings. At the end of the day, write down the good, bad, ugly things going on in your life.
According to master copywriter and storyteller John Carlton, “In fact, it’s the “set up” part of telling a story that trips most people up. Consider the classic “two ducks walk into a bar” joke storyline. Is it important that it’s a bar and not a library? Sometimes. But it’s almost NEVER relevant what kind of bar it is, what town it’s in, who else is in the bar, what time of day it is, what the weather is, etc.
Two ducks walk into a bar. That’s enough. Move on to the next act – the interaction with the bartender. Act Three is the punchline.”
And another great resource it to check Carlton’s blog to learn more. Invaluable stuff there!
The idea is to learn the basics and move to the action… where you begin writing your own stories. Try this out on your next marketing piece and test the results. It may take a few times to get it all nailed down but I’m certain you see good results.
All the best,
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