storytellingStorytelling has been used to record human history long before writing was even developed. Stories are still very powerful today. You can connect with people on an emotional, mental, and even spiritual level if you learn the art of storytelling.

You may be thinking your products and services don’t have any heart-pounding, eyebrow-raising, dramatic stories surrounding them. In most cases, you would be wrong. Consider the case of the advertisement which has made more than 2 billion dollars for the Wall Street Journal. (Yes, that is billion, with a “B”.) It begins like this …

“On a beautiful late spring afternoon, twenty-five years

ago, two young men graduated from the same college.

They were very much alike, these two young men. Both

had been better than average students, both were

personable and both – as young college graduates are –

were filled with ambitious dreams for the future.

 

Recently, these men returned to their college for their

25th reunion.

 

They were very much alike. Both were happily married.

Both had three children. And both, it turned out, had

gone to work for the same Midwestern manufacturing

company, and were still there.

But there was a difference. One of the men was manager

of a small department of that company. The other was its president.”

 

The ad goes on to show that the only difference between these 2 young men was that the company president read the Wall Street Journal, and the other man did not. (Here’s a link so you can read the entire ad: Martin Conroy Wall Street Journal ad. It’s a great example of how storytelling can be used effectively for any product or service.

What can be more boring, less sexy, and further down your list of priorities than a newspaper subscription? However, because a compelling story was used to connect with its target audience, this short, 2 page advertisement was used for decades because it was so effective in showing the Wall Street Journal as the leading market influence for business and financial news.

In short, use stories to communicate your personal or business message whenever possible.

2018-07-10T21:40:51+00:00By |Branding & Positioning|Comments Off on Influence Step 2: Get Your Storytelling On

About the Author:

Pam Ivey wants to live in a world filled with innovative and profitable businesses, powerful laptops that come bundled with 0 calorie Dare Ultimate Fudge cookies, and a force field around her keyboard that repels cats. :) Pam Ivey International helps small business owners enhance their brand image, influence buyers, and generate revenue through comprehensive online marketing coaching and training programs. In real estate, we train and certify support professionals to become superior real estate assistants. Grab the Ultimate List of Lead Magnet Ideas at www.PamIvey.com