Why Statistics Don’t Sell and Stories Do.
- If you rely on facts, statistics, and charts to sell, you’re putting your clients to sleep
- The storyteller that appeals to both sides of the brain has twice the odds of winning the customer
- With the right stories and metaphors, you’ll see better results
You might have to start telling stories, drawing pictures and illustrations and using metaphors. You might start paying more attention to the individuality and personality of your clients and start focusing on discovering their story, who they are and what’s right for them. You might spend a lot less time talking and a lot more time listening. You might learn to intuitively read between the lines of what they are saying instead of force-feeding every client the same intellectual data.
Guess what? These are the things that successful professionals have done. They have crafted the art of storytelling, They came by it naturally. They intuitively solved the riddle of how to reach and teach clients what they need to know. Once that connection was made, they had found clients who trusted them for the long term.
Why are some professionals thriving in an age while others are struggling to survive? Whey do some seem to never get over the hump of building a bigger book of business? Why so some professionals have lots of referrals when others have to claw and dig just to get one referral?
I loved to look at the great storytellers to find exactly how they tell and sell. The characteristics I found were both profound and simple:
- The way they told the story was illustrative and simple.
- They excelled in relating and communicating with others
- They developed specialized audiences for their services.
The way great storytellers tell stories is by simplifying matters, not complicating them. By using simple illustrations, anecdotes and metaphors they bring themselves and their ideas into the mental grasp of every client. Consequently, clients love talking to them and referring their friends as well.
I have come to believe that storytelling is the key to building a large and loyal customer base. It is a proven psychological fact that storytelling puts the mind in a flow-like state and makes us more able to learn, be inspired, move to action. Everyone loves a good story. I will teach you how to tell your business story.
In an age of online business people still yearn for mentoring, for guidance, for affirmation. Many have gone the Lone Ranger route because they haven’t been able to find a professional they trust, who knows how to communicate effectively. Your succes as a professional hinges on your ability to communicate. Make the complex simple and understandable and you will never lack for clients. The storytelling truths and examples I offer will revolutionize the way you sell your creations and yourself.
Your success with clients doesn’t hinge on being a better analyst or being tech-savy but rather on being a better teacher, a better storyteller, and a master of the metaphor. Individuals will no longer tolerate being left in the dark, and they will gravitate to professionals who excel in illuminating and communicating.
Top professionals have a sincere concern and respect for people. Clients feel good after meetings with them because they sense these people have their best interests at heart. All the people I have ever met had a sign hanging on their neck. The sign around each person’s neck actually says ‘help me feel important’. No matter who they were, no matter how they’d risen or how much they had, they all wear the same sign. Those who learn to recognize and respond to that sign will succeed. This world has a way of wearing people down – it can be hard on them. It stereotypes them, categorizes them, and assigns numbers to them. But we want others to see us for the unique individuals we are. I will show you with ‘Your Clients Story’ how to demonstrate that sort of respect.
Finally, I found that top professionals have learned to focus and specialize their business into profitable ‘niches’. The Woman’s market, the Babyboomer’s market, the Affluent market. By moving from a jack-of-all-trades, anybody-will-do to a specialized expertise in profitable niches, these professionals have seen their business grow faster and larger than they ever imagined possible. I will show you how to communicate with the growing markets of women, creatives, babyboomers, affluent respectively.
Storytelling will help you become more expert at communicating, at relating, and at penetrating profitable markets – and make money in the process! Storytelling is about making an emotional connection with your clients’ hopes and dreams by using illustrations and stories they can understand.
Read on for a detailed breakdown of Telling the Financial Story.
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