In
order to create a story that generates sales for you, it must have three
components:
1. The story must be believable.
If customers do not believe that your story is true, then they are not
likely to buy what you are offering to them. You must remember that in
your story the customer must be able to sense everything that is happening.
You are responsible for painting the picture for your customer by being
descriptive and precise. Through your words, you must transport the customer
to the scene of your story.
To make your story believable:
• Specify the time
• Specify the location
• Specify the smells and tastes, if applicable
• Specify the characters
• Use active verbs and descriptive adjectives and adverbs
• Clarify the context or scene
2. The story must be likeable.
Customers must not only be entertained by your story, but they must also
like your story. Storytelling will do little good if the customer is appalled
or offended. The use of humor and happy endings generally create a likeable
story.
3. The story must be memorable.
In order for your story to be memorable, you must develop a story that
emphasizes the uniqueness of your product or business. You should also
share some of the passion underlying the creation of your business. Humor
or unusual characters or situations are also memorable.
• ”My father told me stories…”
• ”When I was a child”
• ”This reminds me of my favorite…”
• ”The smell of ______ reminds me of a time when…”
• “For many generations…”
Activity #1 The following
are examples of phrases that can be used in your stories to make them
more memorable:
The following information appears on a brochure for M’s Baskets:
“Mary has been weaving baskets in Berea for three years. The
baskets are small, medium, and large. They range in price from $18-$150.
The baskets are available in a range of colors and styles."
What could Mary do to relate the story of her baskets in
a way that would increase her sales?
Answer:
Hints:
1. Add the history of Mary’s business and product.
2. Add what inspired her to make baskets.
3. Include the name of her business.
4. Include how long it takes for her to make a basket.
5. Talk about the technique involved in making the baskets.
6. Describe the unique character of her baskets.