Salespeople want to sell. This much we know. Often, in our conversations with clients or in our perusing of sales decks, we hear a similar refrain. How do we cut to the chase and get to the meat? We don’t blame them. In today’s millennial-influenced age of purpose, you could sit through a narrative, a manifesto, a history lesson, a personal testimony, and a video on corporate social responsibility all before learning what someone is actually selling you.
That’s the balancing act. You’re only as strong as your story — but if your story goes on too long, meanders, or doesn’t naturally bridge to your solutions, people will read something else. When done properly, a story is the shortest distance between what your brand does and why people should care.
The Cost of Confessionals
Consider this study conducted by Origin/Hill Holliday. They asked 3,000 online panel participants between the ages of 23 and 65 about the perceived value of various listings. In every case, the addition of a story — whether it’s from a customer, an origin story, or even short fiction — increased the value, sometimes up to 64 percent!
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