I just saw the new Nike commercial and was once again reminded of how powerful a well-told story is. I have a few pairs of Nike’s but I’m really an Adidas guy. But I was locked into this advertisement. It was a magnificent example of how to tell a story.
All glory is fading.General George Patton
Stories that Stick
Stories are like fly paper; good ones are sticky and hard to get away from.
Stories can wreck your heart or build you a tower upon which you can scream out your beliefs. They can cement beliefs and transfer history. A good tale can offer connections like no other tool. They knife through complexity and generate a simple road to some understanding, someone being able to say; I Get It.
For me, stories are as powerful as breaking the bonds of an atom. This is at the forefront of all we do at Creative Ventures. I can’t imagine a project that didn’t start with a story. We open the door with “tell me. . . . “ and simply wait for the story. Over the years we have worked with countless clients on adding story as a strategy, something to talk about, something to plan, something to actually install in a sales process. Why? Because nothing and I mean NOTHING is more powerful in creating a bond between buyer and seller than a story.
I’m talking about the right story at the right time. It might be about a success; it might be one about a problem with a connection to a solution. Stories generate the interaction every relationship is searching for. I’m not talking about a pitch or a presentation; those are merely delivery modes, kind of like the relationship between a car and its fuel. A great story in the sales process opens an emotional door, which is the most powerful thing you can do.
People think of a story in the form of books, songs, and movies, all these are great examples, but using story in your sales process is a little different. It has to leverage the process or the service to reach a desired transaction. You simply have to write to that goal.
The Story Strategy
It’s a simple strategy. It has only two parts;
CRAFTING – The creation of the story into its core pieces; Beginning, Middle and End.
TELLING – The delivery of the story.
Crafting takes time and care, like growing an orchid. Telling takes a key skill set found in the principles of good communication.
In this new world of strange times, you should be focusing on your stories. You’re challenged to find a slot in the attention span of your clients. This is the purpose of story and why you should make it a front and center strategy. Start building these skill sets so that your teams become masters of this strategy, magicians that can weave a tale to build the relationships that lead to success.
And the fleeting glory of General Patton’s’ quote, well guess what? With this strategy, you can capture that glory forever!