On a recent call for one of my business development workshops, participants were sharing success stories. These are stories they can use when talking with prospects to give examples of how they have been successful in the past. This is a great way to personalize, and not just give information about what we do. But, it is important that the stories we tell make the point we want them to.
One of the participants shared a great story that left all of us thinking about what we needed to do to weatherize the area under our homes for the winter. It was a wonderful story that had us all engaged and ready to do something. There was only one problem… the action we were motivated to take was not the one he was selling.
Sadly, this isn’t all that uncommon. It is easy to get excited about a great story, or something that has meaning to us and forget about the result we are looking for.
When you think about the stories you tell (or your marketing materials in general), it pays to think about the action you want people to take before you start writing. Make sure your words support the action you want them to take. Then, try it out on some people and ask them to tell you what they are moved to do as a result of hearing your message. You may be surprised to find that what seemed obvious to you wasn’t so obvious to them!
This week, I invite you to play with a new story you can tell that helps people understand what you do, who you do it for and what outcome to expect. If it doesn’t get the result you’re looking for, ask for feedback and play some more until you get the reaction you want.
Then, be sure to use it when you’re talking with prospects!
Wishing you ease in developing clear marketing messages –
Cheri
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