Being a business owner, you will inevitably have the desire to sell your service. But, if you are a conscious business owner, you are probably looking for ways to do that sans manipulating, ickiness and force. Well, you are in the right place for that. I'm a huge believer that to sell effectively, connection over any kind of convincing needs to be prioritised. It's not about trying to get people to buy what we do over and over, it's about showing them what we do in a way they can really recognise and see the benefit of.
I actually have a FREE masterclass on exactly that, which you can watch below.
Telling stories to sell your service is one way to practice conscious marketing.
The reason selling can often feel uncomfortable for both us as the sellers and those as the receivers is because it can be bombarding. When it feels like an unwelcome interruption, with any undertones of force, it instantly puts people on the defensive, with shut off energy. This means that ever if something could actually benefit someone, they aren't open to receiving it. This is where storytelling selling comes in. By creating a story around your service, you invite people onto a journey that feels a lot more welcoming, grounding and safe. You are offering an opportunity for people to take time to see whether your shares land with them. This means they are able to form resonance and by the time an invitation is extended to them, they are already equipped to know if they are open to receiving it.
So, how do you use storytelling to sell?
Firstly, you focus on capturing attention.
It's no secret that everyone is scrolling faster than ever before and that attention spans are low. This doesn't mean people don't read stories, though. It means you have to be smarter with creating captivating ones. Think about where your current target market are at in regards to their thoughts, feelings and experiences. Put yourself in their shoes for a moment.
What kinds of stories would entice?
What openings would create intrigue?
How can you speak in a way these people will relate to?
What will create an effective interruption?
Then, you keep people engaged.
Once you have captured attention, it's all about keeping it. People love a good story that makes them want to sink into the sofa a little deeper and get lost in another reality. It's your job as the storyteller to take them on that journey.
What will make people want to know more?
What will create intrigue that holds attention?
How can you invite people to see themselves in the story?
Finally, it's time for a conclusion.
People have come this far on your story because they want to see how it ends. This is the moment where it all makes sense and people have lightbulb moments and connect the dots. It's also where your service can enter as the solution. It's where you draw the relation back to selling in a way that isn't easily recognised as a sell.
How can you join the puzzle pieces so things make sense?
How is your service essential to the conclusion of this story?
Where can you invite people to want to take action from your story?
Why telling stories to sell your service works
The reason this works is simple: you aren't just telling people what you do, you are showing them. Humans are primed to seek evidence and they need to form resonance to cultivate trust. Simply leading with selling your service doesn't provide either of these elements. On the other hand, storytelling cements them. It helps to build relationships and trust that open people up to receiving selling of what you have to offer.
And this process is one I cover extensively in my signature Content That Connects course.
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