Secrets to Great Stories that Sell

“Stories have power. They delight, enchant, touch, teach, recall, inspire, motivate, challenge. They help us understand. They imprint a picture on our minds. 

Consequently, stories often pack more punch than sermons.

Want to make a point or raise an issue? Tell a story.” 

- Janet Litherland 

FIRST: Stories should be interesting and should hold our attention!

SECOND: Stories should help us come to our own conclusions. (Which is the conclusion the storyteller wanted in the first place.)

HERE IS THE SECRET: 

You will sell more from what people conclude from the story then from the story itself. People will believe what they conclude on their own.

Here is are two short stories:

Gloria owns a local print shop.  When it came time for her 60 second presentation during a networking lunch, she told a short story about how she stayed at the shop three hours after closing time in order to put the final touches on a wedding invitation that she promised the bride would be done the next day. The bride wanted a tiny ribbon and bow at the top of every invitation, which had to be glued by hand. Gloria worked hard and skipped dinner that night to get it done. As a result, at 8:00 am the next day, the bride was over-the-top delighted to get her invitations exactly as she wanted them and on time.

David was an attorney.  His client was always talking about finishing his will but kept putting it off. One cold and stormy weekend night David got a call from his client’s wife. The client was hospitalized  with a serious condition. Without giving it a second thought, David grabbed his hat and coat and rushed to the hospital to serve his client’s needs. Fortunately, the client recovered, but because of David’s caring service, the whole family continued to use him for all their legal needs for years to come.

    

The first thing these stories do is hold your attention, because they are touching and interesting.

Secondly, as the listener, you have come to your own conclusions about Gloria and David. The stories paint pictures of  committed and caring professionals who are hard-working, dedicated and well thought of. But let’s say that someone just told you, without telling the story, that David was a dedicated professional or that Gloria was a great printer. You might not have been convinced. However, when you are allowed to come to your own conclusions, you believe it. People always believe what they conclude on their own.

“Stories… you’ve got to tell them to sell them.”

- Beth Davis, CEO Gold Star Referral Clubs