The Impact of Digital
We care more about ourselves now than we ever did before. It’s just a function of the modern world we live in. Social media is all about bragging about ourselves, and as it becomes more of a part of our lives, so the same mentality seeps through to the way we live our lives.
Even for those that aren’t big on social media, they are exposed to it through their friends and loved ones, and adapt accordingly. It’s all about me… me… me… me.
So, when it comes to sales and marketing, the challenge we face first and foremost is to acknowledge the fact that prospects only care about themselves.
It seems logical, and everyone seems to know this in principle. And yet, I see and hear the same business stories (sales pitches) over and over again. We can… We do… We’re so amazing because… We’re unique in that… We’re… We’re. See the problem?
We’re stuck in the same social media buzz of me, me, me, and our prospects are completely desensitised to it!
Time To Turn
As salespeople and marketers, we need to turn this around.
We need to play into the me, me, me filled world if we’re going to make any progress. Tell them how good we are for them. What we can do for them.
I think the reason so many people haven’t gotten this right, is that either they don’t realise this yet, or they don’t know how to adapt.
Well, what if there was a recipe?
I have long been preaching the same story about turning our sales and marketing messages around. About building compelling and beautiful stories that resonate with prospects (in gamification, this is the Epic Meaning and Calling for business).
But in his book, Building Your Story Brand, Donald Miller put my thoughts into a wonderful road map for building business stories.
And I believe this story telling should be the core of all marketing and sales activities.
So how do you go about telling this beautiful story? To drastically sum Donald Miller’s book up, here are the components of a beautiful story:
- The Hero: Who do you think the hero of the story is? It’s your business. JOKES, jokes, it’s your prospects. To tell your beautiful story to prospects, they have to be the hero of their own story! Not us.
- The Villain: The villain is the challenge your prospects face.
- The Guide: The guide is (okay, now you’ve got it) you. The guide is someone with specific knowledge or assets that can help the hero defeat the villain.
- The Plan: The guide has a plan, based on knowledge or experience, and they will use that plan to help the hero defeat the villain.
- The Failure Fear: The Failure Fear is about planting a fear about what will happen if they do not defeat the villain. It’s the worst thing that could possibly go wrong.
- The Success Elation: The success is the dream of what life will be like once the villain is defeated. The peace, bliss and relief of no longer dealing with that challenge – averting the fear
Cool, right? Now, how do you put it together into a beautiful story, so that you can approach anyone and tell them what your business does in a way that they will really hear you?
Let’s put it into action, using Level180 as the story teller. Here’s how it looks:
Your business (the hero) offers good products and services. The challenge you face is that in this ever-changing technological landscape, competition is increasing constantly and so is the amount of information flowing to your prospective clients (villain). It’s confusing for your clients to pick a supplier amidst all the noise!
We’ve (the guide) been working to understand what drives purchasing decisions in this challenging landscape and have developed a proven methodology (the plan) to help businesses to cut though the noise and get their business story heard by the right prospects.
The rate of change is increasing, and the risk many businesses face is becoming irrelevant to their prospects (the failure fear).
Don’t let your business slip into obscurity, contact us and we will help you get your message heard; drive new business sales and increase client spend (the success elation).
Do you see the difference here? The only time I mention “me” is when I introduce Level180 as the guide. The rest of the story is about the hero, the terrible villains they have to overcome, and the wonderful joy they experience when they defeat the villains. And that’s what makes it beautiful, it’s a story about your prospective clients and their success.
All the language in our sales and marketing efforts needs to link to or stem from this.
Use With Caution
But there is a catch, and this is a personal viewpoint.
You really need to be excited about their journey, and your ability to be their guide, only to lead them to their success.
If you’re only in it for you, it won’t be long before the hero realises this, and starts to look for a more suitable guide.
Hi, I’m Martin Lamberti, founder of Level180. I believe that what makes us different from all the other guides out there is that we really do care about the success of our heroes. So much so, in fact, that our billing model often links to their success. What’s your beautiful story? I’d love to hear it, and if you like, I can even help you make some adjustments to make it more effective. Just click here to tell me your beautiful story, and I’ll get back to you.