If a good picture is worth a thousand words, then a few good pictures could save you a lot of time and talk. When we speak of images, we don’t refer exclusively to printed images but to images in the mind as well.
Pictures formed by the imagination of your clients are exceedingly more powerful than any picture you could show them. You help to paint these pictures in their imagination with provocative questions about their life and experience with entertaining and interesting stories, and by the application of relevant metaphors.
The pencil may be your most powerful selling tool! If you know how to use it, that is. A presenter who know how to integrate the drawing of images and outlining of ideas into his or her client presentation is like a teacher before a captive class.
I have studied the dynamic shift in attention level and body language when the pencil on paper technique is used. If the audience had been leaning backward, they are now leaning forward. If their eyes were starting to drift or gloss over, they are now drawn to the pencil’s movements and the logic and lessons it brings.
I have watched advisors draw pyramids, houses, cars, chairs, trees and a plethora of other analogies for the plan they are developing and the philosophy on which it is based. The analogy doesn’t matter as long as you can make it relevant. The audience participates like students. They will point to the analogy on the board at different junctures and refer back to it. By using this method, the presenter is able to establish a ‘language’ with which their client’s right brain can connect.
What Can I Expect?
Here’s an outline of Telling the Financial Story
PART I HOW TO PUT HALF OF YOUR CLIENT’S BRAIN TO SLEEP
- Why Statistics Don’ t Sell and Stories Do
- Science & Art
- The Map of Your Brain
- The Roots of Story Selling
- Capturing Your Client’s Attention
- Risks and Decisions
- Learning to Speak the Language of the Right Brain
- Story Selling Triggers
- Visual Storytelling
- Emotional Affirmation
- What is your Gut Feeling? How Decisions Really Get Made
PART II BECOMING A BETTER STORYTELLER
- Reading and Leading Others
- Getting Others to Tell their Story
- How Humor Get You Further than Self Promotion
- Making The Intuitive Leap with Your Client
- Using Analogies and Metaphors to Move Your Clients and Products
PART III STORYTELLING IN DESIRABLE MARKETS
- Telling the Story of the Affluent
- Telling the Story of the 65+
- Telling the Woman’ s Story
- Let Me Tell You A Story
About Peter de Kuster
Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project, a storyteller which helps professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.
Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing, MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.
To book your place in the “Telling the Financial Story” mail peter at firstname.lastname@example.org