The Stories Your Customers Love to Hear

by Steven Hourston on October 10, 2012

People buy from people and they choose the person who elicits the right feelings, not the person with the best arguments.

The best and fastest way to elicit the right feelings is to tell stories.

For thousands of years our ancestors sat round fires and exchanged stories.

These stories were crucial to their survival:

  • where to find food
  • how to avoid sabre-toothed tigers
  • how to light a fire
  • where to find water
  • the berries you could eat and the ones to avoid

We’ve evolved to listen to well told stories, especially if they tell us something new and interesting.

Stories lower your customers defences. They don’t buy things. They don’t buy services. They don’t buy products. They don’t even buy solutions.

They buy stories.

What stories can you tell them?

Your stories need to be super-condensed, just 2-3 sentences that build curiosity and anticipation. If they want to know more tell them the next super-condensed story and then the next. Don’t launch into a long, long story; you’ll lose them.

People love stories especially the beginning and end. Cut the boring, middle bits where the brain often switches off.

Stories trigger conversions, they get people to buy.

Let’s find the stories in your business. Involve your employees and customers in surfacing your best stories.

Here are some possible sources:

  • What’s your best story that shows you understand their problem?
  • Describe the feelings a previous customer had with your solution.
  • What’s your best testimonial?
  • What stories or testimonials have you got that will disarm their objections?
  • What valuable piece of helpful information can you share that educates your customer? This will help to build their trust in your expertise and authority.
  • Have you any embarrassing stories relating to your service?
  • What’s your biggest success?
  • What’s your biggest disappointment?
  • How can you quantify your stories? What facts or numbers add credibility to them?
  • Do you have a new or unique solution – what’s the story behind it?
  • Do you have a different approach, why, what’s the story?

Bring your stories to life with active verbs like create, discover, explore, inspire, transform, unleash, ignite, grasp, master and so on.

Logic and reason can prod and offer direction for your customers but it’s their emotions that decide what to buy.

You must compete in the marketplace of emotions and the best way to do that is with short, sharp stories.

Try a new story, and help your customers to emotionally feel how good it will be to buy from or to work with you.

Become a collector and teller of stories – it’s what your customers buy!

{ 4 comments… read them below or add one }

StevenHourston October 16, 2012 at 1:43 pm

@chrissiemv Thank you I really appreciate the tweet Christine: The Stories Your Customers Love to Hear.


chrissiemv October 17, 2012 at 12:40 pm

@stevenhourston My pleasure Steven. Am already putting your ideas to work!!


StevenHourston October 17, 2012 at 1:35 pm

@chrissiemv Let me know how you get on. Have you watched the 4 free videos on my site – they should help too.


chrissiemv October 17, 2012 at 1:45 pm

@stevenhourston Will surely let you know! And am making time to watch the videos, thanx. Have a great day.


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